Last month, we posted the first part of our “Rebranding” series! The series was started because we were asked “How do I/we change the image/perception of our store?” It is such a great question and sure to help any retailer to stay fresh.
Here’s a recap of Part 1. As promised, we are delivering part two!
Now that you have gathered information and generated some buzz from your VIP and focus group events, it’s time to move the efforts “in-store”, products, decor/ambiance, displays and staffing.
Review your product lines and make sure that you have a good mix of products that appeal to the younger consumer. You will learn a lot from doing your focus groups and research online. If it’s fashion they are looking for, evaluate whether you have enough fashionable lines in your store. If it’s gifts, what kind of gifts would they buy for their friends? Make sure that the product mix appeals to your targeted consumer. Also don’t forget that your OneCoast Territory Manager is a great resource for this. They can help you in selecting the right product mix across different vendors we represent to help you achieve the look you are going for.
This is very important as the store has to have a “cool” or “fashionable” appeal for the younger customer to feel good shopping in. This is one of the questions you should ask in your survey so you can best understand what changes you can make but I would assume that freshening up the store will have a big impact. You can accomplish big things with a small budget. Fresh paint and re-merchandising your product offering can give even the older items a fresh look. Think of the needs of a younger consumer and try to capture that in your merchandising. They are impulse shoppers, treasure hunters and deal lovers. One idea could be to have a couple of “impulse tables” driven by price points and impulse items (“Great Gifts under $10”).
Evaluate your store exterior presence and window displays. Does it attract the younger consumer? Would they stop if they were driving by it? This will be important as you work to change the perception. We need to get them to see the store differently and addressing the exterior can do that.
Another important step would be to evaluate your staff and make sure that you have staff that is representative of the customer you want to shop in your store. Younger staff will bring younger customer and reflect the right image.
Hiring someone who can help manage and run your social media and online marketing efforts will help you create a presence in which your target demographic is actively participating in. You truly do need someone that understands this and can help get you on the right track.
Excited for Part 3? So are we! Stay tuned and you won’t be disappointed!
Majda Rensberger is the Vice President of Marketing for OneCoast. In her 9 years with OneCoast, Majda held a leadership position in the development of the industry’s first National Sales Model (OneCoast ND One), implemented operational structures and led the development of the company’s Integrated Marketing and Sales Model.
Majda heads up the Marketing and Showroom departments where she’s responsible for marketing and branding strategies of OneCoast and their vendor partners, helping them effectively market their brands and drive B2B sales via e marketing, social media, mobile and public relations platforms. Majda is a member of the OneCoast Senior Executive team involved in the company’s strategic planning and new business development.
Majda has been a GHTA (Gift and Home Trade Association) member since 2009. During the November 2014 annual industry conference Majda was elected to serve on the Board of Directors where she’ll be involved in moving the Gift and Home industry forward.