Effective Brand Management – Are Empty Shelves Impacting Your Bottom Line?

With the continuous growth of competition in the CPG industry, effective brand management has become even more important. With the knowledge that retailer behaviour can impact your bottom line, the trend seems to be that brands are attempting to take far more control when it comes to their merchandise on the store floor. Managing your brand has never been more important.

Don’t just take our word for it; check out this recent article from Business Wire: http://www.businesswire.com/news/home/20141104006475/en/Displaydata-Research-85-U.S.-Shoppers-Research-Online#.VI8OW-8tCM9.

Reporting on a Displaydata consumer survey, the articles notes that, although 83% of consumers report that most of their shopping takes place in bricks and mortar locations, they do report several disconnects between the online and offline experience. These include different prices being offered online versus in-store, issues with stock and availability and poorly trained staff. These issues are contributing to the competition felt by bricks and mortar locations on behalf of online retailers.

Consumers tend to use various methods for information, and according to the article, omni-channel marketing seems to be gaining ground. Unfamiliar with this growing trend? Check out last week’s post!

Effective brand management means being aware of exactly what is going on in-store. If customers are not happy, can’t find your product, or are getting frustrated by poor service, they may just turn to the computer to solve the problem.

Storesupport can help you ensure that your brand is being managed correctly, all the time, and help you fix any problems if it isn’t! Call us today at 1-877-421-5081.

Retail Industry Trends to Take to The Bank: Omni-Channel Marketing

Retail marketing has garnered a lot of attention over the last few years, especially with the increasing competition coming from online sales. This has led many to question whether traditional retail marketing tactics still work - and we argue that they most definitely do - but we have also started seriously considering a new trend in the marketing world: omni-channel marketing.

What is omni-channel marketing? Essentially, this form of multi-channel retailing involves the use of multiple marketing mediums, not just one traditional form. For example, bricks and mortar locations using omni-channel marketing will employ not just traditional forms of marketing such as a flyer or radio ad, but online channels as well, such as a well-managed website and social media.

The goal of omni-channel marketing is to both keep the consumer well-informed and to garner more attention. Having only one marketing strategy can actually mean missing those who use other means for accessing information, thereby meaning missed opportunities for sales. This approach means creating a seamless experience for consumers, making information gathering AND shopping easier and more satisfying.

Want an example of omni-channel marketing and how it is working? Check out this great article from British newspaper The Guardian: http://www.theguardian.com/media-network/2014/nov/28/omni-channel-marketing-john-lewis-british-airways. The article takes a look at 5 impressive and effective marketing campaigns that have taken advantage of omni-channel marketing and used it to its fullest potential. 

Thinking about getting things in place for an omni-channel marketing strategy? Storesupport Canada can help. We have the experience and knowledge to make this seamless. Call us today at 1-877-421-5081. 

Retail Review: Post-Holiday Stats – What to Take From These Numbers

The reports have only been out for a few weeks now, but it is clear that the end of the year was stellar as far as sales. The predictions for the holiday season were good, and clearly the outlook matched the output.

Check out this recent article from the Huffington Post, “Holiday Cross-Border Shopping Down, Canadian Sales Up, Retail Council Says”.  In it, numbers for the 2014 holiday season suggest a strong 2015 - which is never a bad thing for retailers.

Here are some post-holiday stats and a few other highlights from the article:

• According to Canada’s largest processor of debit and credit card payments, sales were up this year overall.
• Comparing the last Saturday before Christmas for both 2013 and 2014, this year’s numbers were far better: amount per transaction up 10% this year, and total dollars spent increased by approximately 4-5% for 2014.
• First two weeks of December 2014 saw an increase of 5.6% compared to 2013.

Thanks to a number of different factors, including the price of gas and the value of the Canadian dollar, Canadians also did far less shopping across the border compared to 2013 - which is great. Less competition from our southern neighbours means a greater chance of sales on home turf.

Less competition, coupled with the recent space being vacated by a big box giant, equals both pros and cons for all Canadian retailers - both big box and bricks and mortar mom and pop shops. The right marketing can both take advantage of the opportunity this represents and help deal with the competition.

For more post-holiday stats or to improve your merchandising strategy, please contact Storesupport today by calling 1-877-421-5081. 

Rightsizing, Downsizing, Upsizing? 2015 Retail Trends: Where Do You Stand?

Over the last few years we have heard a great deal about one of the most popular retail trends of locations downsizing and reducing their physical footprint. This is often as a result of rising online sales and an attempt to compete with online traffic. However, claiming that this is the only trend taking over the retail industry is completely incorrect. Although some stores are making the move to smaller locations, others are moving in the other direction.

Check out this recent article from The Wall Street Journal. According to the article, one very big name player is opening up its first ever bricks and mortar location in an attempt to “connect with customers in the physical world:” http://www.wsj.com/articles/amazon-to-open-first-store-1412879124.

Although this company has made great gains in the online world, they have recognized that they still can’t compete with traditional bricks and mortar locations. So, if formerly big name online-only retailers are making the move to the physical world, what does that say about downsizing - clearly it isn’t the be-all-and-end-all trend.

Instead of a competition between the two, we like to think of the trend collaboratively, more of a “rightsizing” than a downsizing or upsizing.

When it comes to rightsizing, there are a few things to keep in mind. Whether you are considering downsizing to a smaller location, upsizing to increase your square footage, or anything in between, it needs to be done perfectly in order to maintain high levels of customer service and avoiding a hit to brand loyal and customer satisfaction.

One of the key factors in maintaining these aspects is proper people support. A company that can offer trained, professional employees on short notice can really help maintain control - without the hassle of having to hire, train, and dismiss once those employees are no longer required.

If you are considering rightsizing in any of its many forms, Storesupport can help. We have the experience and knowledge to help you carry it off without a hitch. Call us today at 1-877-421-5081. 

Out with the Old? Is Traditional Retail Marketing Outdated?

With the continued rise of online shopping, and the looming threat that is frequently spoken about, it can be easy to dismiss those traditional retail marketing tactics as a throwback to a less-digital age. Letting traditional methods fall to the wayside has become a means for some retailers - but is it the right one? We don’t think so.

Yes, consumer behaviour has changed a great deal over the past few years, and now far more factors influence that end sale - but that doesn’t mean that those tried, tested and true methods are no longer valid.

A few weeks ago we looked specifically at brand loyalty and how online versus bricks and mortar is impacting this concept. We hate to be repetitive, but the numbers tend to speak for themselves. In a recent study done by eMarketer, over 70% respondents stated that they felt the traditional bricks and mortar experience was preferable to online. Things like customer service and immediate possession play a major role in this.

What other traditional retail marketing is influential? There are various forms of retail merchandising that can be implemented when it comes to traditional tactics.

Experiential marketing: this has long been a method that has shown real results - and for good reason. Setting up a campaign that gets people talking and trying your product is a great way to catch their attention.  Pairing like items together can help boost sales and can also help enhance brand loyalty and recognition.

Planograms and displays: there is a great deal to be said about these two, very popular, forms of retail marketing. Even just the simple fact that, when customers see a well-executed planogram or display, the interest increases tenfold, should be enough to convince you to continue with these.

Retail intelligence: an often overlooked but incredibly important part of your retail marketing is knowing what is going on, on the store floor - and making changes to those things that require improvement. This form of traditional marketing is critical to stay informed about how your brand is performing, how retailers react, and the level of service provided.

Omni-channel marketing: this is the newest strategy for retail marketing, and it speaks to just how important traditional methods remain. That being said, the concept itself means integrating both new and traditional methods to establish a cooperating campaign that takes advantage of the various strategies that can make a big difference to your bottom line.

For more about just how important traditional forms of retail marketing are, please contact Storesupport Canada today by calling 1-877-421-5081. 

Brand Loyalty Blog Series: Does Brand Perception Really Matter?

Brand loyalty - that ever-evolving, fluid concept that no one ever seems to be able to nail down, especially when it comes to harnessing the power of it. The last few weeks we have focussed exclusively on brand loyalty and examined the various factors that seem to influence it: age, price, and location. We have yet to talk about brand perception though, and so this week we remedy that with our fourth blog in this series about what makes a customer loyal.

Brand perception, or what shoppers think about your brand, is crucial to brand loyalty - this is no secret. As much as price, online vs. bricks and mortar, or even millennial vs. baby boomer can have an impact, these factors all work in tandem with brand perception. The image you present to consumers is a major influencer when it comes to buying behaviour.

A recent study done by Ipsos Reid gives us just one example of this - but it is an extremely powerful example. The study conducted by Ipsos Reid and the Cause Marketing Forum on Canadians’ attitudes toward corporate citizenship efforts found that an overwhelming majority (84%) of Canadians claim that they would likely switch brands to one affiliated with a good cause if price point and quality were similar. For more, you can check out the release here: http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=6685.

But civic responsibility is only part of the equation. Things like customer service, presentation, even availability on shelf all impact brand perception and therefore brand loyalty. At the retailer level, long line ups or unorganized stores can also have an impact - usually a negative one.

Knowing that a positive brand perception is critical to overall brand loyalty, we should be focussing on ramping up that image through various channels, including proper people support, correct pricing, and visual displays that attract and motivate. All of these things work together to help build up an image of a strong and influential company that consumers can trust.

What is your brand perception doing for your brand loyalty? Storesupport can help you get back on top. Contact us today at 1-877-421-5081. 

Brand Loyalty Blog Series: Does Location Really Matter?

Online vs. bricks and mortar; a common oppositional statement made in the retail industry today. The rise of online shopping has led to a great number of changes within the retail sphere, especially when it comes to bricks and mortar locations.

This 3^rd blog in our brand loyalty blog series looks at location, specifically online vs. bricks and mortar. When it comes to a shopper’s loyalty, does location really matter?

The path to a purchase is a complex one, and now, more than ever, the lines between online and bricks and mortar are blurred. However, when it comes to loyal customers, there are a number of reasons why bricks and mortar locations still maintain a strong and steadfast hold on the majority of sales.

1.     In-person help and the in-store experience. A recent study done by eMarketer found that among digital shoppers worldwide, 72% of shoppers still feel the traditional bricks and mortar experience is preferable, and immediate assistance plays a major role in this.

2.      While the convenience of online shopping seems to be a major threat, the seeing and touching (or what retail experts are calling “trial and testing”) is actually what drives purchasing behaviour the most. Research might be done online, but the majority of the purchases are done in-store where the consumer can actually get a feel for what they are buying.

3.     Immediate possession vs. waiting for delivery. Even if consumers pay extra for expedited shipping, the lure of immediate possession of an item is still incredibly attractive.

As mentioned, high levels of service and the easy availability of items makes bricks and mortar locations more attractive to many. Because of this, retailers and brands alike need to ensure that things are always running smoothly in-store. Keeping shelves stocked, all the time, and having knowledgeable employees willing to offer information and assistance is crucial. Manageable line-ups that don’t mean a ten-minute wait at the cash are also a big factor.

However, ignoring online all together may not serve you well either. That doesn’t mean that you need to be providing online shopping capabilities, it just means that you should at least have some kind of online presence to help increase and maintain brand loyalty no matter where you are located.

Keeping customers brand loyal when it comes to location takes work - but part of the work is already done for you just by having a physical location customers can go to.

For more about keeping loyalty high in-store, please call Storesupport Canada today at 1-877-421-5081.