Retail Branding & Graphic Communication
INSPIRATIONALLY ORIGINAL, THE CREATIVE TALENT AT OUR AGENCY WILL SUPPORT YOUR BRAND DELIVERY & CORE PROPOSITION TO YOUR CUSTOMERS IN AN EXCITING WAY.
We know that 75% of purchase decisions are made in-store. Which is why Brand communication in store is particularly crucial because it takes place at a pivotal stage in the journey towards the brand purchase decision, with the ultimate goal being to influence that decision.
However, the store actually plays a very different role in relation to brand communication. While the consumer is exposed to holistic, multi-layered communication which accumulates over time, shopper exposure is rapid and transitory, relying heavily on visuals and symbols.
As such, it is no surprise that consumer communication is used to create brand equity with consumption needs defining a brand’s positioning and communication route. In addition however, shopper communication can be used to elicit and support that brand equity. In this instance, the key task is to identify the best connection points to trigger a consumer response.
Optimising brand performance in store
Our behavioural research has identified several actions which brand owners can take to improve brand communication in store:
- Use the right type of in-store communication, in the right location to convey the right message (relevant, impactful and motivating).
- Ensure that brand communication is consistent at all touch points, define the visual brand triggers and use these to elicit a response. A relevant trigger will create a connection to what has already been learned about the brand, highlighting the importance of things like packaging in reinforcing the image of the brand in store.
- Optimise communication on pack to inform and persuade shoppers. This is particularly important for high involvement categories where there is an opportunity to connect and engage with the shopper.
- Maximise visibility of packaging to help the brand stand out – particularly important for low involvement categories where there is less opportunity to persuade shoppers.
Of course, all of this needs to be considered in the context of the overall brand strategy, the role of the category and the all-important fit with the retailer brand.
What is clear is that in-store communication will become increasingly crucial for brand success and that considering this from early stage product development will become a priority.
Just get in touch with us to see how we can help with in store design.