RT - Consumer Engagement
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Interbrand - Best Retail Brands - Experience is Everything

Interbrand - Best Retail Brands - Experience is Everything | RT - Consumer Engagement | Scoop.it
Best Retail Brands is Interbrand’s annual report on the world’s most valuable retail brands by country/region.
Rebecca Taylor's insight:

This article sheds some real light on the current situation of traditional retail and suggests the future of the industry is not in jeopardy, as some research would suggest. 

 

"Predicting that people will do without stores is like saying that movies will disappear. If we can read the script online, we won't need to see the film." 

 

What a true statement and perfect analagy of the retail experience. It is not just the clothes or the shoes (or even the groceries to some extent), it is about the EXPERIENCE. It is the environment of a shop and the way one feels when they visit. You get to immerse yourself within a store, sample some food or try on a dress and decide whether or not you want to purchase. 

 

The development of e-commerce and the alternative consumers now have to shop online means that brands are pushed and challenged. Not only are they competing with other brands, they are being forced to compete with themselves to some extent. They need to become more than just a store, more than just a means to an end. They need to create a collective identity and synergy throughout everything they do.

 

The introduction of online shopping should not mean the end to the retail industry as we know it, it should be a push, a gentle nudge for retailers to up their game and be better. To develop a brand that encompasses everything they are and everything they hope to be. 

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Farah Ahmad's comment, August 22, 2013 12:40 AM
I agree with your insight Rebecca. The development of online shopping means its a lot more convenient for consumers to purchase products from the comfort of their own home. In saying this, I still find that sometimes I'd rather go to the mall and be able to pick and choose what I would like to purchase after seeing it just so I know its the right fit, colour, design,etc. The retail industry needs to promote this to its consumers by providing an environment and experience that builds brand loyalty from its consumers.
Alana Meikle's comment, August 22, 2013 6:14 AM
I definitely agree, if someone wants to purchase something in particular and know that they can get it online cheaper than what they can get it in store, they will do so; however this does not mean everyone will do this. I personally very rarely purchase things online as I prefer to go to a shop and see something/try it on in real life because it is far less risky.
Emily Gavigan's comment, August 22, 2013 7:16 AM
I believe the retail store is now a space for consumers to be able to connect with a brand. It’s a place for them to understand what they are about, the music they listen to, the art they enjoy, its about creating a personal and memorable experience for consumers with the brand, a touch point. Something that online stores will always fail to do. As you become more familiar with a brand and begin to trust it you are more likely to regularly shop online. However as noted in the article consumers are demanding ASOS open a retail space not because they want to try clothes on before they buy (ASOS have a fast return/refund system) it’s so they can connect with the brand and understand what it is as it is very hard to form a tangible image of a brand from an online experience. The retail store is a sensory experience, something you cannot experience online.
Rescooped by Rebecca Taylor from Public Relations & Social Media Insight
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Branding Communities: A Consumer’s Perspective - Business 2 Community

Branding Communities: A Consumer’s Perspective - Business 2 Community | RT - Consumer Engagement | Scoop.it

When analyzing branding communities we hear a lot of analysis focusing on the brand. This post examines the consumer’s motivations to follow brands on different social media platforms and their expectations when they join these branding communities.

 

How Consumers Use Branding Communities on Social Media Platforms

 

Consumers use branding communities to engage with brands. Consumers use branding communities first to share their opinions about a certain brand. Since most brands now actively respond to individual comments, there is mutual engagement between the brand and the consumer. Second, consumers “like” social media platforms such as the Facebook pages of these brands because wait for it, they actually buy and use their products. This is one of the most important factors because this is part of what motivates a consumer to join a branding community....


Via Jeff Domansky
Rebecca Taylor's insight:

It is undeniable that in the ever-changing digital age that we live in, that social media sites like Facebook will become increasingly evident in advertising and marketing. 

 

However, I disagree with a few things in this article. 

 

Firstly, not all consumers are online, and neither are all brands. If you search for Apple, one of the biggest brands in the world, on Facebook, you will not find a page. That is because certain brands do not 'need' to be on Facebook and if anything, it can cheapen the brand and definitely does not help them to sustain brand equity. 

 

For Apple, it would go against their synergy and integrated marketing strategy to have a Facebook page. 

 

On a side note, Facebook has developed quite a neat tool for brands that want to have a legitimate appearance on Facebook which is a small blue tick next to their name when searched. The blue tick is a guarantee of authenticity which if nothing else, stomps on the fakes and copy-cats.

 

My second criticism is with the statement "People are more inclined to share positive social experiences with others". From working at a movie theatre and dealing with the customer experience feedback tool, I have found that people are quick to criticise and slow to compliment. You will tell one person about a positive experience, but tell ten about a negative one. 

 

With a brands marketing strategy, they need to examine the pros and cons of having a Facebook presence, as well as their involvement with other social networking sites like Twitter or Pinterest. 

 

It is without doubt that more and more consumers engage with brands online and I doubt this will change anytime in the future. It's how the brand chooses to engage with the consumer that will truly show the value of their brand equity. 

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Gibson Zhou's comment, August 22, 2013 8:15 PM
good think article.
Florencelii's curator insight, September 26, 2013 2:19 PM

 

Social media becoming like a trend of marketing. Marketers used social network such as Facebook to engage with their customer. The customer gets to inform the news of the brand through the page and also leave comments on it. The Brands sometimes also provides discounts or voucher online to the people who liked their page. These are the great ways for gaining attentions of the customer and building loyalty.


I like this article of how it shows real facts with statistic support; it makes the content more convincing. It shows that most of the consumer trusts the words of mouth of their friends and family more than the message of the brands like advertising and email.

Irene Laulu's curator insight, July 31, 2014 8:47 PM

Brand Parity.

The brand parity is not differentiated from its competition, so that consumers develop no brand preference and buy on price which means they choose the cheapest price but not the quality. Some customers prefer the price no matter what condition the brand is but some people they prefer to the brand.  For example Facebook is the most popular social media or brand nowadays how people use this website to communicate with their families and friends. Business use Facebook as their way to advertise their product or services. This is also the cheapest way to communicate with other customers or business.

 

This relate to one of the communication barriers "Noise" Social media ‘noise’ is at an all time high,  your customers will be actively having to filter out this noise, deciding what they choose to pay attention to. As Facebook become more popular brand in the world this can motivate other customers that haven't been on Facebook yet.

 

Brand should be positioned so that the target audience will perceive it as different from other brands for example twitter, skype etc. However the brand can tells the customers how the quality of the product and kind of services that each company try to advertise especially online.

 

My perspective is that Brand is very important because if I am willing to pay more for what I perceive is a valuable benefit.

 

@Ashleigh Ali