Customers dominate the market today just because they have too many options for buying. The good old days of monopoly has long been over, and now for survival, businesses have to face cutthroat competition and know about devising ways of overcoming it. Business owners also have to think about the growth that can sustain the company in the long run. To survive in retail business, where the competition is most severe, creating a brand, building brand equity and positioning it correctly in the marketing framework is so important that being unable to do it successfully can spell doom for business.Thus, every company in the retail sector is busy creating brands and establishing it for ensuring that the business keeps flourishing. It is no more efficient to have competitive products unless you can bring it under the umbrella of an established brand that sells.
• Building brand value
While creating a brand might not be much difficult, the challenge lies in adding value to the brand that becomes the brand equity. After building the brand, you have to take measures in connecting closely with customers to gain their trust and confidence about all products covered by the brand. The faith that customers repose on the brand is what constitutes the brand value. Only when you can convince customers about the value that they would derive from the brand, they would be keen to place their trust on the brand. It marks the beginning of creating brand equity that becomes priceless with time.
• Focus on the channel of communication
Since connecting with customers is the key to building brand value, the mode of communication plays a crucial role. As you have to sell your brand to customers, you must effectively communicate the brand value to them that would give reasons to endorse. Failing to strike the right chord with customers can ruin the prospects of branding. You have to convey consistently a clear and appealing message about what good customers can expect from the products and brand. Naturally, you have to choose the highest impacting channel of communication that you can use in a retail environment that can sway customers towards the brand. As you read this article, you will understand better how you can reinforce your brand identity by integrating dynamic communication boards like electronic signs in your marketing strategy at the store.
• The Brand is the face of business
Since the brand become the face of your business, you must make the brand familiar to customers so that the moment they step into the store they first get introduced to your business that forms the cradle of the brand. Highlight the positive attributes of your business by creating appropriate content that you can display on the digital signage that is prominently visible to customers as soon as they come inside. The communication helps potential customers to build their expectations about the products accordingly as they know what to expect. You can use the opportunity to create a great impression on customers that form the foundation for establishing a long-term relationship with the brand. The digital signage allows you to convey the brand attributes that can become your USP at some point in time.
• Appeal to the senses
Taking advantage of technology that drives the digital signage, you can use the electronic display to communicate in a way that could excite the senses of customers. Create the most compelling images of products and make it most eye-catching. Back it up with a vivid description of the product and its usefulness. Use music that might seem appealing to customers and stokes their emotion that breaks the barriers and brings them closer to the products. Do not only focus on conveying information to the audience that revolves around promoting the products. Instead, create content that could encourage the audience to engage closely with the products in an interactive manner that is possible with digital signage.
• Maintain consistency in communication
It is not just enough to speak volumes and use many words about products in the content. You have to know what to highlight about the product that customers would be interested. Tell customers how the product could give them a more pleasing experience by taking care of problems that they currently face. You can create many different types of content for it, but the most critical aspect of all communication is to maintain consistency. All communications should convey the same values underlying the products or services. All communication pertaining to the product displayed on different platforms like the social media, marketing collateral, static displays as well as dynamic displays may have different content but should have similar theme and message.
• Tell more about the company and product
Since the technology of digital signage allows you to create flexible content that also looks attractive, you must create content to convey as much information as possible so that customers get the complete picture. Make use of the flexibility and interactive aspects of the technology to achieve the goal. By creating compelling and attractive content that can influence purchasing decisions, you can use the digital signage to place your business and brand as a leader in the industry. Expand the scope of customer engagement by taking it beyond the digital signage and offering them an online experience on your website. You can even create a link to the site on the signage to display website content selectively that you feel useful for marketing.
• Give them a reason to come back
Having gone through all what has been talked about till now, you are likely to get the result for the first time. However, you have to sustain the good work so that the results keep repeating for which you have to take measures to ensure that customers feel like coming back to the store again for the most satisfying retail experience. Unless it happens, your work is incomplete.
In addition to displaying information, bind them to your business with good customer service while they spend time at the store so that they would feel like repeating the experience soon.
Karen is a Business Tech Analyst. She is very responsible towards her job. She loves to share her knowledge and experience with her friends and colleagues. You can use electronic signs in your marketing strategy.