One of the typical challenges in the development of a retailer’s network is how you can bring to life your brand proposition in a consistent way that serves as a beacon to shoppers, that is not only effective and cost efficient, but engaging to the local catchment?
In my time as a retailer, and especially in a marketing capacity, there is a huge tension in getting the economies of scale possible from a brand experience vs. injecting new, local, personality and community-connections into bricks and mortar environments.
What we do know is that smaller, individual retail businesses can build incredibly powerful (and profitable) propositions from highly-personalised service; being recognised “as a local”; and having their finger on the pulse to build localised-product ranges. What lessons we take from that is the successful retailer’s ability to adapt, tailor and keep their ear to the ground to best connect with the heart and soul of their community!
The retail store is the single, most-important manifestation of a business’ brand and retail proposition. It brings to life the idea, purpose, reason-for-being and the environment to build relationships. It is the concept that shoppers are buying into when they choose a store and, often, it’s that brand relationship that they take beyond.
A key, recognised trend in retail is becoming a ‘community cornerstone’. An idea whereby retailers are bringing their core set of values to life in a way that connects with their local community.
