4 Ways Branding Can Help Improve Sales in Your Store
September 3, 2021
By Jason Eisenberg Community Program Manager for Office Depot
If you are a business owner in the retail space, you’re likely aware one of your advantages over online businesses is the in-store experience. Whether it’s an in-app experience that entices people to your store, a soundscape that creates a calming environment or signage that directs traffic to your premier product, all of these are in-store experiences that can help improve sales or customer sentiment overall.
We’ll go over multiple examples of simple branding practices business owners have shared through #DiscoverDepot, which is designed to help you accomplish more in your business.
1. First impressions
When you’re walking by a store, what is the first thing you generally notice? Oftentimes, it’s either the display case, which highlights the products you are trying to sell or it’s the physical signage out front. These signs can range from anything between large format discount promotions to A-frame signs with a list of your most popular products, so customers know what to expect when they enter your brick and mortar.
But you can make a bigger impact if you truly understand your brand and the demographic you’re trying to reach. Is your brand motivational? Put up a quote that inspires. Is your messaging tone generally humorous? Post a funny meme or joke that not only gets people in your space, but also generates buzz on social media – if it’s funny enough! My favorite marquee in Austin, Texas is from a restaurant that puts up a new joke every day, which tends to go viral and helps draw in more customers (they also sell merchandise for these signs for additional revenue).
Questions to ask yourself about first impression signage.:
Know your brand and your audience. What will resonate with them? Promo discounts? A bold design? Concise messaging of what your business sells?
Get the right kind of sign. Is it weather-proof? Can you switch out signs easily if you’re changing it often?
Use big fonts. How close does one have to get so they can clearly read your message?
Color and design. Does it capture your attention? Is it cohesive to your branding overall (we’ll cover this later)?
2. Make the customer feel seen
Apart from in-store staff making walk-ins feel welcome (which is incredibly important), there are other subtle ways to help your customers feel seen and appreciated. A simple ‘thank you’ sign can help, but @placedbygracedesigns takes it a step further with a heartfelt thank you note for shopping at their small business.
Doing this can help your business stand out amongst others because you are recognizing the time and effort your customer used to help your dreams comes true. If you write your ‘thank you’ with this in mind, it should feel genuinely heartfelt.
Avoid generic ‘thank you for your business’ notes. @placedbygracedesigns uses a branded card that embodies what they believe in: “Thank you so much for supporting our small business. We hope you enjoy your items just as much as we did creating them!”
Include easy ways for your customers to connect even further with your brand. Invite them to your online community if you have one and encourage customers to share their love of your products/services online.
3. Brand consistency at all touchpoints
In order to successfully create a cohesive brand identity, it’s paramount that you keep it consistent at all customer touchpoints. This includes logo, font, design, colors and even ‘feel’ in your signage, online content, packaging, business cards and wherever else customers might find your brand (ie; for restaurants: napkins and coasters).
If you have an online presence, make sure your branding is aligned with your in-store signage. One easy way to ensure you’re using the same designs and colors for both physical and online branding is using the same channel to create your assets. You can design your marketing materials on Canva for digital and then have the signs printed out at Office Depot at the same time.
“Every time a consumer has an interaction with your brand — in store, email, social media, your website — the experience has to evoke the same emotion.” [Shopify]
4. Help customers find you everywhere
As we discussed that brand consistency on all customer-facing touchpoints, it’s important to let your customers know where they can take your in-store experience home – or at least online at home. Make sure those touchpoints make it easy for them to find you wherever you are – on a social media platform, a website or in an online community you’ve built.
This way, your customer can find your content and offerings everywhere, which brings the branding full circle. A simple way to do this is to include a business card with your product that has a clear and concise message to direct customers to your other channels.
If you would like to discover more inspiration on how others are growing their businesses, check out our Discover Depot page and if you’d like to be potentially highlighted in an upcoming feature, visit here to learn more about the #DiscoverDepot Ambassador Program.
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