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| Branding focus at Retail 2011 conference |
   
Posted Date: 22/08/2011
By Inside Retail
Branding is one of any retailer’s most intangible assets: from influencing customer perceptions to driving store choice and loyalty.
In store visuals, such as retail design, shop fitting and merchandising, can significantly influence customer’s brand experience and, in turn, helps to determine a retailer’s profit.
That’s why branding is an important focus in Retail 2011 Exhibition and Conference in Melbourne in September.
One of the speakers, Danielle Barclay, GM of Retail Engine, says using visual communication is critical. Too many retailers are overlooking the importance of engaging customers through the senses of sound, touch, smell and taste, she says.
“Retailers should be using the physical retail environment to appeal to all fives senses to enhance a customer’s in-store experience, particularly at a time where many retailers are losing customers to online retailing.
“Consumers are increasingly becoming far more demanding in wanting a personal experience and their expectations are much higher.”
Barclay believes there is still a place for hands-on interaction within a retail space, but more creativity is needed.
At Retail 2011, she will emphasise the importance of retailers stepping out of their comfort zone and not being afraid of taking up new challenges to get that competitive edge.
Retail 2011 will feature and demonstrate actual displays so retailers can see the best examples of in-store displays across retail channels. Along with the displays, a strong line-up of successful and notable speakers will offer insight into how they have achieved their success, and give tips to retailers on implementing change in their own businesses.
Another key speaker is Robbie Robertson, MD and co-founder of e2, the company which designed the award-winning OPSM Eye-hub store in Melbourne.
E2 designs two and three dimensional experiences that influence the way customers engage with a brand, stimulating an emotive and practical experience within a retail space.
Robertson credits his success to discovering experimental environments and looking at them from a strategic and multi-disciplined approach.
He says E2 believes in the physical aspects of a brand’s delivery, deeming that it is experience (the feeling) rather than information, that is the prime driver of human behavior. Through this Robertson places a huge amount of energy into how the customer actually interacts with the brand, exploring how the brand can respond better to the needs and desires of the customer.
Along with e2, Robbie has doubled foot-flow and profits for many of its large clients like Qantas and Commonwealth Bank, due to their intelligent use of space and new ‘open teller’ systems.
“The ‘power of the senses’ playing a significant role within a retail space and reinforces the overall branding of a retailer,” he explains. “Branding creates emotional attachment to products and companies; a feeling of involvement tapping into the sensory experience of a customer.”
Stephen Rinaldo of Rubicon Retail works with clients to build their brand presence and engage loyal customers to create enjoyable and memorable shopping experiences in-store.
He focuses on the process of building a brand, whether it is for retail start-ups or existing businesses.
Rinaldo believes customers’ positive experience in-store must transcend into the branding of a product so that experience can continue to follow the customer long after they have left the retail space.
Retail 2011 Exhibition and Conference runs from September 13 to 15 at the Melbourne Convention and Exhibition Centre, Southbank. For more information on Retail 2011, visit: www.retailexpoandconference.com.au |
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