Continue to Tell the Brand Story
Younger consumers are increasingly seeking out brands that more closely align with their personal values and styles. This drive for aspects of connection between consumer and brand makes for a more personalized shopping experience, which further encourages customers to seek out and engage with the brands they feel a kinship with. To maximize on this cycle, retailers should take the opportunity to ensure their brand messaging is coherent and cohesive, with a focus toward authenticity.
It’s impossible for any brand to be everything for everybody, but by striving to communicate a singular, holistic message in a clear, direct way, retailers will find they are able to more precisely align with the audiences that want their products.
Embrace Evolving Services
Customers are returning to stores with an eye beyond just shopping. Because over the last year, they have found their needs to purchase items and jump on sales being met from the convenience of their computers. But there are expanded service offerings that consumers still want, and that retailers are better able to provide, from in-person locations. Retailers that refocus their energy toward these unique capabilities — such as personalized customer service offerings, in-store pick-up, or targeted location-specific items — will see an increase in foot traffic and a lessened sting from e-commerce shopping. Part of this change requires making consumers aware of what is available in-store in the first place. Realigning a stores layout, introducing new signs and POP displays, and targeted invitations or events will help spread the word that returning in-person can prove to be a whole new experience for shoppers that they won’t want to miss.