Every retail company looking to maximise sales potential should pay close attention to how shoppers experience their brands on the shop floor. Are point-of-sales displays clean, in good condition and well positioned? Are demonstration products and testers available where required? Are customers faced with empty shelves or are stock levels replenished regularly? Do all technological devices function properly? Does the display furniture underpin the integrity, equity and culture of your brand? Are in-store marketing campaigns consistent across all retail outlets?
Having the answers to these questions is no easy feat. Many brands have a presence across hundreds of retail outlets and ensuring compliance in each store can be challenging and time consuming to coordinate. For these reasons, it can be tempting to disregard this essential part of the marketing jigsaw. However, if you’re leaving things to chance, it’s important to understand the benefits of in-store retail compliance.
Maintaining a unified brand presence is vitally important if consumers are to recognise, engage with and trust your brand. After all, what’s the point in spending significant sums of money and precious time creating original and compelling in-store marketing campaigns if your products are going to fall at the final hurdle? If merchandise is missing, display stands are not connected to power supplies or stock levels are badly managed, this can leave a bad taste in shoppers’ mouths and have a seriously negative impact on your brand’s reputation. Furthermore, inconsistency in the delivery of campaigns across different stores can create a fragmented brand image in the mind of the shopper. To prevent this, it is crucial to ensure that compliance is an issue that is addressed in each and every outlet.
Consumer technology giant Samsung is one brand that understands the significance of brand image in the retail environment. Seeking to bolster its position in the highly competitive smartphone and tablet market, the company made it its mission to achieve the highest compliances levels possible across its UK estate.
Having recently introduced interactive display stands to 745 stores and eight retailers to support the release of its latest smartphone, Samsung sought to maximise its investment by appointing installation and compliance experts CJ Retail Solutions to manage compliance across its retail network. CJs delivered a targeted maintenance service by capturing data to chart the frequency of maintenance issues across Samsung re-sellers. This information allowed the firm to identify stores that were more likely to need support and prioritise maintenance visits and direct resources in a targeted way.
Maximising sales potential
By taking a smart approach to maintenance support, brands can save significant sums of money. Samsung’s maintenance support company ensures maximum cost efficiency by being proactive. For example, its workers carry spares and equipment needed to carry out repairs so that they do not need to make multiple visits to a site to resolve compliance issues. To prevent problems from arising in the first place, they also work closely with store managers, even in outlets where there is no history of things going wrong.
Ultimately, the aim of compliance is to drive sales. Samsung’s focus on maintenance is beneficial on two levels. On the one hand, high compliance levels help to protect the company’s brand name, making it more attractive to consumers. On the other, high compliance maximises sales potential in-store. After all, if mobile phones aren’t in stock or demonstration devices aren’t available, there’s going to be obvious ramifications for sales figures.
Cost vs benefit
While ongoing in-store maintenance does require investment, the benefits of addressing this all-too-often overlooked aspect of marketing are significant and multiple.