Merchandising: Don’t Be Boring
For 2007 and beyond, your brand should become a “lovemark” in your customers’ minds. Start by having a strategic conversation about these trends with your key players. Grade your brand touchpoints. Which aspects of your brand experience earn you an A-plus from your customers? Which need improvement? Create an action plan. Involve your customers. They’ll love you for it.
Key Questions to Ask
● What are you doing as a merchant to break through your customers’ continuous partial attention? Don’t let your competitors win their mind share.
● What “gaps” and “scraps” are yours to do something gasp-worthy with in this new year?
● Are you involving your customers in your merchandise selection process?
● Are you unintentionally causing your customers stress over “too much” product selection?
● This year, how might you make your products more personal?
● What product strategies will you employ to win the battle for your customers’ market share?
Andrea Syverson is president of IER Partners, a creative, merchandising and branding consultancy based in Black Forest, Colo. She can be reached at asyverson@ierpartners.com.
