The foundations of a successful retail marketing campaign

We all know that in-depth market research is an opportunity to find out exactly what your customers want, as well as uncovering barriers to purchase. A high street retailer, targeting aspirational shoppers, may find people want to buy a product or service but perceive it to be too expensive or perhaps feel alienated by the language used. This leads them to conclude, not surprisingly, that a brand is not for them. Yet challenging these perceptions can also form the basis of a powerful marketing campaign, enabling retailers to position themselves in a way that attracts new customers and encourages existing ones to spend more - and return again and again. As an example, we recently launched the Colour Artists campaign across our 97 UK salons. We found that clients often want to experiment with their hair, but until now, they had been confused about terminology, unsure about what to ask for, and how much services will cost. The Colour Artists initiative is therefore designed to simplify the colour service process, encapsulating artistry, quality and craftsmanship within colour, whatever look a customer wants to achieve. Here is what we learned about communicating a compelling message that is ultimately founded on the ‘truth’ around demand such as price and staff expertise. Create a strong visual identity Striking visuals are key to helping consumer brands stand out in a competitive retail market and reflect the purpose of the campaign. Depending on your target demographic, this is an opportunity to make a bold statement, inspire people to try something different and position the brand as fun, on-trend and accessible. Be clear on your offer and pricing Just as important is important is addressing practical concerns a customer might have about cost and the product or service itself. Shoppers who understand the terminology store teams (or in our case, stylists) use are more likely to feel comfortable making or upgrading a purchase, rather than simply walking out empty-handed. The same is true of pricing: retailers must be transparent about costs if they want to demonstrate value-for-money, as well as build trust and long-term relationships. Leverage the expertise of others For the Colour Artists campaign we partnered with L’Oréal Professionnel, since working with a well-known but complementary brand can add real weight to a marketing initiative, providing further reassurances and inspiration to customers. Why not also add a splash of creativity by commissioning an artist to help you develop the logo and branded materials? Empower your team Employees are not just there to process payments, take deliveries and serve customers – they are the face of the brand and instrumental to successful of your campaign. Don’t be afraid to bring their energy and flair to the fore, while helping them develop the right skills advise customers and ensure consistent experiences in every branch. Challenge perceptions Some of the most memorable ads dispel myths about body image and age, and are built on inclusivity rather than exclusivity. By creating communities, and a sense of belonging, you can instill confidence in consumers and convert their interest into sales and loyalty. Spread the word Sometimes you are not promoting a new product or service but packaging existing ones under new branding. But that doesn’t mean you shouldn’t reach out to lifestyle journalists and social media influencers, giving them an opportunity to experience your latest offering and working with them to get your messages out there. Chris Williams International Colour Director at Rush