Don’t let your retail brand get lost during SALE TIME!
Many retailers throw out their strategic brand position and message during sale without even knowing it!
SALE! SALE! SALE!!
With no brand message attached, or in tact. It’s all about the price, the deal, the urgency.
Why do retail brands continue to throw out millions of dollars worth of marketing strategy, just to chase the almighty dollar?
I picked up this FANTASTIC A5 brochure from a Westfield info concierge last week. And yes, again, it’s a Lorna Jane product. I know, I know, I bang on about Lorna Jane a lot. Sorry, they just do a hell of a lot right! Now, I’ve been known to say that Lorna Jane don’t go on sale, and I didn’t deliberately lie. I was just making comment on what I thought I knew? You see, Lorna Jane does go on sale, but they don’t loose their brand positioning along the way. Notice that their sale is about getting fit. It’s pink, not traditional sale red, which is one of their style guide colours and all the fonts are on brand message as well. So they’re on sale, but I still had the perception that they were holding […]
Sick of people trying before they buy, but they end up buying online and not with you?
Here’s my 3 step process to etching your retail store away from that ‘vulnerable’ position where Amazon and e-commerce can kill you:
Get your products into customers hands and in test n try mode more! I KNOW, sounds ridiculous right? Isn’t this the thing we’re trying to avoid? Being used as a ‘try before you E buy’ business? Correct, but getting customer engaged with your products, on a HIGHER LEVEL and FOR LONGER, increases the chance of them taking it home with them right there and then, price becomes less relevant the longer someone spends with a product.
If you don’t sell customised apparel, then find a way to! Only kidding, but seriously, people will buy anything that requires ‘fit and measure’ as a first time experience via retail, and then if the same item is required at a later date, they will go online. So keep your range fresh, keep looking for ways to innovate and bring new products to the shelf.
Don’t DISCOUNT! The higher priced or more valuable products are, the less risk people take going online to purchase. There’s always exceptions to […]
Vision, Emotion & Measurement!
3 elements of retail success.
Tune into show number 8 of The Go TO Retail Show and listen in on a key note presentation I did recently to a local business networking group on how bringing emotion to the shelf means retailers like T2 can sell 8 bags of tea for $45!
I also delve into:
The Apple values and how everything that they do represents this
The importance of having an ATM (Ascending Transaction Model) in your business
Being an ‘OVERLY HELPFUL’ retailer builds emotion
The new fad is to NOT BE ON SALE
Game of Thrones syndrome, why Australia will be fatter than ever by 2025
Grab a pen n paper, or open up evernote on your iPad, this is a belta of a show.
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Do away with Price Propositions via Emotional Propositions
On the 9th of June, in the midst of End of Year CLEARANCE SALE time, I walked around south east Queensland’s ‘premium’ #westfield precinct #carindale and just took in the Sale circus that erupts at this time of year.
20% off, 30% off, 40% off, 50% off and 70% off offers plastering the sheik glass fronted windows within the precinct. With over 370 specialised retailers inside it, at this time of the year, there’s an absolute message being delivered which is heavily skewed towards BIG SAVINGS and BARGAINS.
This is understandable, it’s a staple part of the retail event calendar, end of financial year means big savings, clearance products and best value. For the consumer, it represents the best time to buy for many, and many people withhold purchasing any non essential items till these trade periods arrive.
Something that stood out like not just a sore thumb, but a broken thumb with a compound fracture were the retailers that had no sale or saving message screaming from their doors. For some retailers, it’s business as usual, there’s no need to go on sale, for reasons that are most likely similar, they withstand from de-valuing their […]