Importance of In store Branding in Jewellery Stores

chillibreeze writer — Pinky Danani

Most companies spend a huge amount of revenues on advertising in print medium, television and websites. However, what most retailers don’t seem to understand is that the consumer is there at the point of sale and that at the point of sale “Seeing is Believing.” As renowned retail consultant Paco Underhill rightly says, “The role of merchandising has never been greater. Products now live or die by what happens on the selling floor. You can’t waste a chance to tell shoppers something you want them to know.”

It is a well-known fact that a majority of purchasing decisions are made while
consumers are in the store. Most jewellery retailers may argue that ultimately it is the product and the service that matters. People know that jewellers sell jewellery. What they really want to know though is what separates your store from the others? What does your store stand for? What is its ‘promise’ to consumers?

Every jewellery retailer needs a professional brand image and that professional brand image would come not only from spending heavily on print medium and television, but also at the store level, where the consumers connect directly and at the point of purchase.

A store brand is a combination of attributes, both tangible and intangible that resonates with your audience, while differentiating you from competitors. It is a whole package of rational and emotional benefits. For a store brand to succeed, it must appeal to both the mind and heart of the consumer, creating an emotional bond with him or her. Your store brand should be so clearly defined that everyone in your store, both decision makers and employers, should be able to articulate it within 30 seconds to customers.

Tangible aspects of a store brand help define its image. There are things that appeal to the senses like things that people can see, experience or feel. For instance, things like your business card, your location, your store sign, the packaging, and even the music playing while you shop.

Let us understand what is meant by in-store branding

In-store branding is not merely branding the empty walls inside the store. It is an important fixture in the retailer’s overall selling strategy. In-store branding meets the following visual merchandizing objectives:-

It captures the shopper’s attention as they enter their retail space and gives the retail space an identity of its own, differentiating it from other stores.
Communicates new jewellery collection and information
Encourages multiple purchases
Acts as a way-finding tool, guiding shoppers to products they have come to see and buy
Conveys information about the ways to protect their expensive jewellery

Undeniably, one of today’s most powerful branding opportunities and often, the only affordable option, in-store branding is readily available through the brand’s in-store presence.

Bibliography

Why We Buy – Paco Underhill

http://www.masala.com/images/tmp/full/agathamas_full.jpg

http://images.google.co.in/imgres?imgurl=
http://www.argylejewellers.com.au/img/store_2_442_289.jpg&imgrefurl=
http://www.argylejewellers.com.au/about_us.
html&usg=__r4Aoya6S_Gp8brO_gmt0Tx5U1cg=&h
=289&w=442&sz=38&hl=en&start=7&um=1&tbnid=XssAs7Q33ME3jM:
&tbnh=83&tbnw=127&prev=/images%3Fq%3DJewellery%2BBrand
%2BStore%26hl%3Den%26rlz%3D1R2SKPB_enIN358%26sa%3DG%26um%3D1
http://www.newdesignpartners.com/Assets/GetAsset.aspx?liAssetID=1832

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Chillibreeze's disclaimer: This is a contributed article and was published on Chillibreeze in July, 2010. The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article. The relevance of the facts and figures cited (if any) could change after a period of time.

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—About our writer:

Pinky Danani has a Post Graduate Diploma in Advertising and Public Relations and an undergraduate degree in Mass Communication. She has completed projects for companies like Logitech, Samsung, LG, and Wella. She has ample experience in brand proposal writing. Currently, she has ventured into entrepreneurship and is running a store which caters to the urban woman. Pinky is based out of Mumbai.

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