Why do shoppers choose to come to your store on any given day? Do they search for products online first and then come in—or do they start their decision-making process inside the store? How do they feel when they leave? Did you offer unique, empowering experiences and services that leave them excited to come back—again and again? Do individuals feel like your brand is relevant to their lifestyle? Do they understand the value of your brand experience over the commoditized products that you are selling? Or, as they wander from store to store, do your potential customers forget your brand as it blurs in their minds with those of competitors?
These are all important questions, given the tough reality of our commoditized retail marketplace, where it’s harder and harder to stand out from competitors. Especially since fickle customers seemingly can choose from ever more channels and providers. Sure, factors like price and service help attract customers, but to truly stand out from the competition, retailers need to create customer advocates who, when they’re ready to make a purchase, think first about the retailer’s store brand rather than a list of product brands.
