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Brand Ambition: Are your digital channels selling you effectively?

Whilst Indies have it nailed in terms of the in store experience the influence of digital channels should not be underestimated.

In today’s complex retail environment it is becoming increasingly difficult to differentiate yourself in a highly competitive and overcrowded marketplace. For those with unique and inspiring stores this isn’t necessarily a problem on the high street as the shopping experience is engaging and compelling. However, with over 50% of shoppers researching online first before even setting foot in store, your digital channels need to be equally engaging and distinct to make a positive impression on the customer.

The same principles apply online as they do in store. It all comes back to your brand. Nothing is more powerful than the effective communication of your individuality. If you don’t translate your brand effectively and seamlessly across your digital channels you could be losing out to the competition!

Here are just a few of our tips for making your brand messaging seamless:

1. Make sure your Brand design is clear across channels

Indie retailers are experts in taking the shopping experience to the next level. The interpersonal exchange, ambience in store and people help to create an emotive response through the desire to buy into a style, trend, brand or lifestyle image. A strong visual identity and branding are of vital importance to business success and provide an essential building block in creating a strong connection with customers as well as separating you from your competitors. Ensure your store logo and typography, colour scheme and design aesthetics are incorporated across all channels and signal to consumers although they are different retail touch points, they are still the same store.

2. Ensure all Product, Pricing & Promotional information are consistent

Up to date, complete and accurate product information should be provided across all shopping channels.

Consumers also expect a retailers online pricing and promotions to be the same as those in store. These factors all have an enormous influence on brand image and any inconsistent messaging can cause customer confusion, leading to low customer satisfaction and potentially reduced spending.

3. Mobile & Tablet Considerations
Considering almost a third of online activity now comes from smart phones and tablets these devices are becoming critical shopping tools. Smartphones and tablets offer the kind of experience the modern consumer wants, quick access, wherever and whenever they want. Delivering a seamless user experience across devices is now becoming essential for retailers. However this is not an easy task as even several of the top high street retailers have not yet been able to achieve this.

It is as important as ever to ensure that brand consistency is maintained with richly engaging content and optimised experience. Being able to accommodate consumers along this shopping journey, businesses can deepen their customer relationships. With the right back-end technology you can save time and money by integrating your website, mobile and tablet presence with a single platform.

4. Take advantage of Social Media

The recent Drapers Multichannel Report demonstrated that 19% of consumers use social media to follow brands and retailers for special offers and discounts. Social media is an incredibly valuable platform to engage with customers and can take on the role of a virtual brand spokesperson. When customers are engaged, you become their default buying choice and they become loyal advocates for your company who can and do endorse brands to thousands of people instantly.

Social media channels including Twitter, LinkedIn and Facebook provide an opportunity to seek out and respond to customers, solve problems and develop a true and human connection with their community, in real time. Think about the image you want to project, voice you want to use and are doing that in a natural way that is engaging with your customers.

5. Connecting In Store & Digital Channels

An ideal starting point to make a connection between your store and digital channels would be to introduce in store signage and point of sale marketing to encourage your customers to become subscribers, fans or followers.

You could also ask your customers to provide their email address when purchasing goods to urge them to engage with your brand further and provide their permission for on-going communications. For instance this could include email alerts, newsletters and direct mailings to keep them up to speed with any new products, upcoming sales and special events.

These are just a few tips to help sell your digital channels more effectively. By providing a consistent brand experience and engaging with customers with the right message across channels you can build sales, customer trust and deepen brand loyalty. It also helps to pave the way for enticing new customers. To find out more about simplifying the branding process across channels take a look at our website or give Marcus a call on 0845 862 0416.

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