How do retailers convey their brand image
through their retail stores?
“One objective of most retailers is to
create stories, narratives, or myths that are reflective of popular culture, to
entice consumers to purchase their products.” –Brand Story Page 94
Brand image is conveyed through their
retail store by setting a certain ambiance or presenting a distinct atmosphere
that the customers can relate to and identify with. To create a memorable
experience that will develop a happy and positive storey in the mind of the
consumer.
“A retailer needs to relate to the consumer
in a method that is clear and understandable. By combining the product in the
context of the retail store, the theme or storyline is easily understood.” –
Brand Story Page 95
I was shopping in ULTA today and noticed
that their brand image has changed drastically in the past few years. They are
now much more on the level of stores like Sephora where they used to be “dingy”
in comparison. The store was well lit with much natural lighting which set a peaceful
mood, the floor tiles were black and white and there was a clear path leading to
the back of the store where the hair salon is located. Everything is very
neatly set and it is clear that if the consumer is shopping for more of a
market price product, they would gravitate towards the left where they can find
brands like Cover Girl and Maybelline and to the right you have your higher end
cosmetics. I was greeting as asked if I needed help multiple times as well as
offered a basket to place my products in. The experience was pleasant and left
a positive memory of the ULTA brand in my mind.
“Through narration and contextualization of
these products to historical, contemporary, cultural, or personal events could
be triggered in the mind of the consumer.”- Brand Story Page 94-95
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