Special to Gulf News

Global companies have long recognised the need and they spend huge amounts on creating and building their brands. Often this is much more than the actual cost of the product, defining a product, as in the case of luxury fashion, or differentiating it

choice.

For retailers too, branding creates the reason for customers to choose the store to make their purchases. The three levels of branding — brand story, values and features — are just as important here as they are for a product. However, there is also another extremely important factor and that is the shopping experience. Even with clear communication of the brand story, values and features, the actual shopping experience must contribute to — and not create a dissonance — with the overall communication.

This is easier said than done. Creating display standards and smooth operating procedures are part of the solution. It also means inculcating the retail team into delivering the experience. The requirements, of course, vary from concept to concept. In a fast fashion shop, it means giving the staff an understanding of fashion trends, an ability to create style and colour sets and recommendations, and the ability to advise customers based on body types, trends and styles.

In the case of home furniture stores, the staff need to be able to explain how different styles or looks can come together, colours matched, how accessorisation can be done and lifestyles expressed. In the case of a pharmacy, it calls for an understanding of the effects of different drugs and brand names, usage norms, vitamins and supplements, etc.

These are information and skills that are needed to make the buying process seamless, enjoyable and informed. And this needs to be delivered through a team that is enthusiastic and energetic, genuinely interested in serving the customer.

All this adds up to the brand experience that completes a retail brand. In a market that is slow and difficult, the importance of the retail brand becomes even more critical.

The customer has a wide choice of options from where she can make her purchase, and the first port of call will be to known and trusted stores.

The stores with the strongest retail brands will win.