Use Merchandising to Build Brand and Attract Consumers

Posted by Universal Ad at Thursday, May 22, 2008 2:14 AM and is filed under Marketing
A short post today based on an AdAge article that focused on Merchandising - a valuable marketing tool that senior marketing executives sometimes overlook. The article discusses how you can move beyond thinking merchandising is "ads, logos and displaying your name on complementary products" to using it to "establish a powerful, personal and long-lasting experience between brand and consumer."

The keys to "merchandising the intangibles of a brand" are:
  • Create emotional linkage by merchandising "an experience that would be conveyed to the world through a base of loyal customers rather than through traditional media."
  • Leverage the in-store experience to create "compelling, powerful and successful communications platforms that quite literally speak for themselves."
  • Personalize your selling experiences by designing your stores "around the purchasing needs of customers in each local market" and determining "specific consumer-shopping patterns within the store" in different markets.
The goal - use merchandising to communicate one-on-one with consumers in a multi-sensory way in order to establish a strong long-lasting emotional connection with them. Something that "a 30-second ad, no matter how clever, is unlikely to create".


Posted by Universal Ad

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