Store Brands

FEB 2017

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Connecting with Consumers 3 8 Store Brands / February 2016 / eyond its private label offerings, a retailer's brand is the connection and chemistry the company creates with customers. Given that the vast majority of Americans today use at least one social media platform, supermarkets, mass merchants, convenience stores and drugstores need to leverage these channels to effectively communicate with consumers. Social media's importance cannot be overstated, emphasizes Carol Spieckerman, founder of Spieckerman Retail in Bentonville, Ark. Retailers need to embrace these platforms — especially Facebook, Instagram, Twitter and Pinterest — to tell the stories behind their store brands and showcase whatever the enterprise is doing in the realms of consumer health and wellness, environmental sustainability, animal welfare and other causes that resonate with shoppers. "Retailers need to get the word out and get credit for the work that they're doing and the investments that they're making," Spieckerman says. Retailers should still maintain thorough, well- designed, easy-to-navigate websites that feature enticing photography so consumers can find the answers to just about any question they might have about the company and its brands. Social media drives traffic to a chain's main website and vice versa, notes Jessie Kuhn, content strategist for Dorothy Lane Market, a small grocery chain with three stores in the Dayton, Ohio, area. In charting their social media strategy, retailers should recognize the synergies that exist not just among their social media accounts and websites, but also among all of the electronic and print communication tools used by shoppers along the path to purchase, Kuhn says. "People consume content in so many different Building brand buzz with social media By Carolyn Schierhorn Key is to leverage the right tool at the right time for maximum impact

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