Your end goal is always the same when it comes to marketing your brand: increase sales. Whether your short term goal is to increase brand awareness, or differentiate yourself from competitors, at the end of the day all brands are ultimately looking to move the needle. When you begin planning out your marketing efforts for different channels, however, your strategies should vary. Today, we’re going to look at some of the main differences between marketing your brand in-store versus marketing your brand online, and offer some tips for what you can do to maximize your efforts in both places.

In-Store: For this particular topic, it is irrelevant whether or not your brand has its own retail store, or shares shelf space with a large array of other brands. Marketing in-store should be focused on two main goals: brand awareness and conversion. We want customers to know what your brand is offering, experience the product, and purchase the product.

Online: Marketing for your brand online requires a different focus: customer acquisition. In an online world where you are competing with thousands of other brands, the task of getting a customer to your website to view what your brand is offering is the real challenge.  

So what can you do to make your brand stand out in this omnichannel world? We have compiled our top tips for successfully marketing your brand in both channels:

In-Store

1. Get creative with product displays

Do you want your brand to stand out among the crowd, or call attention to a particular product? Bold graphics, creative end caps, and other product displays help draw in customers and focus their attention on your specific product. Sometimes packaging alone isn’t enough to make your brand “pop” off the shelf. If you need a little extra push, try an interactive product display that allows the customer to touch and feel the product. After all, one of the biggest reasons customers shop in-store is to see the product in person!

2. Hire and train brand advocates

If a customer has a question about your brand or product, is there someone available who can answer their question? More importantly, can they answer the question in a positive way that promotes your brand over other brands? This is where brand advocates come into play. Their primary responsibility is to educate store associates and shoppers about your products’ benefits, influence brand preference, and increase rate of recommendation. Having the right people in place to guide a customer through the retail journey can mean the difference between closing a sale and losing a customer.

3. Create an “experience”

In order to create a memorable visit for customers, it is key that you remember that shopping is an experience. When customers are interacting with your brand, make sure to engage their senses and create an environment conducive for shopping. Consider lighting, music, scent, and provide the ability for customers to touch and feel your products. Engaging all five senses will create a lasting impression, and customers will enjoy interacting with your brand over others. A Brand Shop is an excellent way to do this. It allows you to fully control how your products are presented to customers, while providing them with an unforgettable experience so your brand stays top of mind.

Online

4. Be direct with call to actions

When a customer is interacting with your brand online, directly spell out your “call to action”. Tell the customer what to do next. It’s easy to get distracted online, so make sure that your site is easy to navigate and even easier to purchase on. Use direct, clear language that guides the customer step by step. The entire process of interacting with your brand online via your website should feel intuitive and easy for the customer.

5. Offer a chat function or online help center

Even if you have a beautifully designed site, there will be customers who have questions and need additional assistance. It is helpful to offer an online help center or chat function that allows the customer to directly, and quickly, access a customer service representative who can answer their questions. If a customer cannot find an answer to their question, they will most likely leave your site frustrated and will be less likely to return.

6. Point them to nearest store

If a customer is shopping on your site, even before they decide to purchase, make sure they know the nearest retail location where they can find your products. It’s been proven that many consumers choose to browse online before visiting a store to make their purchase. Offer pop-ups during the shopping journey that point to the closest store where a customer can find whatever they are shopping for. If they choose to purchase online, offer in-store pick up as an option. Always do whatever you can to get them back in your store and interacting with your brand.

Don’t make marketing more complicated than it needs to be. Always consider your customer and their shopping experience, and design your marketing efforts to make their life easier.

If you want more tips for successfully marketing your brand at retail, contact us today!