| In most cases, is retail a good place to build your brand's identity? |
| Many purchase decisions are made in-store, and we operate our own outlet stores. |
| Yes, because it's the point of sale and the largest single factor in the purchase decision process for most consumers. It's also the only true and real face to face between brand, product, and customer where impressions of quality, value, perception, etc. are established. |
| I sell gift and retail is our main market, so yes. |
| Retail is where many consumers make purchasing decisions these days. |
| Many decisions are made at shelf. Our brand has the opportunity to drive emotional connection at shelf. |
| direct contact with teh consumers. retail is the easiest place and only place for the rband to be involved in and engage in the so called brand experience |
| everywhere is a good place to build your brand's identity |
| It is usually the first point of contact with the consumer, so elements at point of purchase that can be used are critical - Point of sale, pack stand out on shelf, share of space |
| Retail provides a 3-D environment for customer to touch, feel and experience our product, service, aesthetic, voice/tone, and more! |
| Depends on the retail environment, and how well it aligns with the brand's positioning. |
| Retailers usually have different objectives...they are trying to build their own brand and this could conflict with what you are trying to do |
| It provides an opportunity to physically experience the product. |
| Your audience engages with your product. |
| seeing, feeling and experiencing my products in a retail environment usually stimulates "the want that" hormone more than seeing products online or in magazines. |
| In most cases, it's an overcrowded venue that doesn't allow the brand's essence to be properly conveyed. |
| It's often the only place your customer or prospect can have a real experience with your product...particularly durable goods |
| It's where a lot of the decisions are made and it's the first place to have a tangible experience with the product. |
| because of the restrictions in place |
| Restrictions by retailer narrow communication options |
| This is the place where the rubber hits the road. the brand building that is done through advertising and direct marketing is only a promise. The brand becomes reality when customers actually experience your product or service. When your promise and the experience align, your brand promise IS the brand reality. |
| Building their own equity |
| Direct experience. If you are not number one, it may be the only efficient way (no confusion). |
| Field or event marketing is the best way to "build" brand identity. |
| its a major consumer touch point, that is often too uncontrolled and thus often harms the brand. But done well, retail IS the brand. |
| you are competing with the retailer, who is also trying to build identity. |
| Product is on-site and pre-categorized by the retailer. Being able to purchase in-store is a subconscious "seal of approval" from the store as well. |
| It allows us to reach the target group |
| Given the structure, it can be a real world labratory to better understand product development and customer desires for changes to current produts or future products leading to customer delight. |
| The store is where it gets 'up close and personal'- in P&G terms, it's a key moment of truth. So if you're not recognisable, instantly, and it's not clear what you stand for, you're simply missing out, big time. |
| lots of traffic |
| It's the place where the cash register goes ring. |
| Our brand is inconsistent with a retail experience. |
| Place where Marketing and sales intersect |
| It's the place where potential customers most directly experience the product - messaging, positioning, branding, tone of voice all come AFTER a fantastically designed, developed, and packaged product -- you have a first hand experience of a product's functional benefit at retail. |
| The retail environment IS the brand experience. You cannot build brand identity without delivering the brand experience at retail. |
| Too much visual polution and competition. Need alternative strategies to grab consumer's attention, explore other senses other than visual. |
| Brand should be a consistent message at all touch points. |
| My company sells through dealers who control 95% of the decision making and the sale. |
| exposure to passing traffic |
| Its the place where consumer and brand come together |
| even whithin a high competitive environment, retail brings great opportunities to build brand' identity, thanks to brand product visibility, high traffic, and context whihc can be animated within some creative scenario. Retail is the first brands' media, introducing its first ID vector, its product itself. |
| Retail is a "must-win" battle for brand building -fragmented media, etc |
| Visibility in store Point of purchase Side by side market positioning |
| Many restrictions by the most of the chains |
| That's the closest a customer can get to your people. |
| Products are products brand is a reflection of the whole organization from which the product springs. The positioning, quality and attributes of the product can contribute to brand but it is just one brick in the wall. |
| yes because you can directly interact with your customer and effectively communicate you message |
| For my brand an earnest, grass roots relationship with the consumer is key. I feel you build that in store and at home, not through PR, etc. |
| yes, if targeted location |
| Exposure, exposure, exposure. Pick your partners carefully! |
| It's the opportunity to truely interact consumers |
| Direct contact (relationship) with the end user, the consumer. |
| key touchpoint for the individuals who ultimately decide the fate of our brand |
| The impact you make at retail builds usage, usage builds memory and emotional connections, when retail can help do that, brands thrive. |
| Last point of contact with consumers. They are evaluating your brand directly against the competition in most cases -- you better have a clear identity, or you are the loser. |
| There is a tangible interaction between the consumer and the product. |
| There is a tangible interaction between the consumer and the product. |
| There is a tangible interaction between the consumer and the product. |
| the best way to get critical mass |
| This is the most visible place to build your brand via packaging or on-shelf promo |
| we are 100% online company with a small retail presence, but are hoping to build it up slowly |
| To ensure additional exposure to the brand's attributes and promise |
| Opportunity to create a connection, an experience and place a product in hand that reinforces the connection. |
| Retail is a good place to build a brand's identity as well as build sales, but it's not the only place to build a brand's identity. |
| captive audience |
| A proven retailer has industry knowledge, a built-in customer base and strong merchandising and selling skills. |
| It's difficult enough to attract a consumer in today's over-messaged environment. Any effort to create and maintain top of mind awareness is of value; both externally for the consumer as well as internally - for the benefit of staff. |
| because is close to the purchase. The real moment of thruth |
| To the extent that this is the point at which consumers see, interact and purchase the product it is. To the extent it is an incredibly cluttered environment it is not. |
| (Vague question) Retail is a "Good" place to build a brand because a) it is often the only place where you can afford to do it; b) if you cannot build brand identity at retail, everything else is moot. If the question aims to compare retail to other brand building tools, such as mass media... Media is probably more efficient. |
| You reach more consumers to get a true reading if the product will work or not. |
| THE VOLUMEN I TO HIGH AND DISTRIBUTION IS VERY WIDE AT DIFFERENT ECONOMIC LEVELS. |
| At retail the primary decision influencers are things like price, promotion, position (on the shelf/floor), packaging, etc. The more lofty "why is this brand for me..." work is still achieved primarily through advertising. I know contemporary views are moving away from this, but I don't buy it |
| cluttered and packaging is the primary medium. |
| POS, signage, packaging, everything has the opportunity to add to your brand, or keep it consistant. |
| Retailers are in a better position to influence consumers when they are ready to buy. |
| Millions of viewers exposed to packaged product perhaps with signage. |
| Depending upon the retail space packaging helps the brand live on the shelf and off |
| Exclusivity is not guaranteed nor probable. |
| first point of contact with consumers |
| If we suprise and delight shoppers at the point of sale, they will most likely become advocates of the brand. |
| Its a critical touchpoint |
| Retail is face time with consumers. |
| as one of the primary ways consumers experience your brand, it's a no brainer |
| It gives you direct access to consumer opinion |
| yes, but challenge with limited space and clean store policies |
| It is where the product meets the customer. If retail is not one of the building blocks for your branding give up now. |
| yes -- it's a direct "touch point" with a consumer in the midst of a decision making moment. |
| it's one of the last places where you can control contact with your brand. |
| Retail allows consumers to interact with the brand and its products in a meaningful way to validate the brand promise as promoted in communications, whether that be through POP, mass media, or word of mouth. Early adopter segment participants use retail all the time to 'try' new brands. |
| good place to create reminders to purchase, heighten shoppability and incent via POP, but not to build sustaining brand value |
| Not really but that could change. We are an electric utility with a relative small service territory. Our customers are "captive" but as we develop efficiency programs we will need to utilize retailers etc. for some promotional activities |
| Support yes, build from scratch not sufficent. |
| It's good, but not as good as final users' marketing. It's the users demand that creates the vortex that "sucks" retailers into the brand. |
| Ultimately it does have to be seen. Brand can be developed outside of where it is sold, but it is key that retail contributes. That is where the branded transaction takes place. |
| in "most" cases, manufacturers do not have control of the retail space; unless you are a major player with clout, you can't count on execution |
| Captive consumer with an opp'ty to reinforce brand imagery. It is not, however, an ideal place to communicate NEW information, other than price. |
| Retail is more effective for tactical branding rather than long-range, strategic branding. At retail, brand's can focus on product benefits and features as well as price. |
| experiencing space in person surpasses any online/monitor presence. |
| Retail is the ultimate moment of truth. |
| I think retail is a good place to continue and capatalize on a brand's identity, but for us, our events/conventions and the internet are more successful ways of building the brand's identity. |
| Its where the consumer is. It is the first moment of truth |
| Because if you want to find the chicks do you go to the library or the hottest club downtown? |
| familiar brand identification sells! |
| We build other brands' identities at retail. |
| Exposure to potential buyers at point of decision making. |
| broader opportunity for exposure. |
| It's where your customers comes into direct contact with you product. It a vital step in the brand experience, and where many purchase decisions are made. |
| Because the retailer is more interested in moving product. That said, some retailers get their cache from the brands they carry, especially if they are exclusives. |
| It's where people go to buy the brands; stands to reason that they are psychologically in a good state to receive reinforcing branding messages. |
| fyi, we are an online retailer with no bricks. |
| Must be consistent in all places |
| more difficult to access consumers via traditional communications methods. |
| it's where our consumers physically interact with our brand. |
| Retail reality - poor service, poor maintance, etc. |
| Yes, if you have corporate stores and can manage your brand presentation and interaction with consumers |
| We don't spend a lot of money on traditional advertising so at shelf is one of the key places to build the brand. |
| It is likely the most salient brand touchpoint - with much more impact within the purchase funnel |
| Proximity to end consumer |