HypeSpeak: The art of creating favorable tides

For any brand that has been able to make a positive mark in the Customer’s mind, one must understand what truly works in their favour. There are two scenarios that lead to the same basic requirement.

Scenario1. The case with In-house teams

With companies who have in-house teams for executing brand visions, the work seems fairly seamless. The thought process, the marketing logic, everything can be monitored closely and hence the result can be as expected or desired. But more often than not, in- house teams are also restricted when it comes to out-station jobs. In general, the practice is to then look towards hiring vendors.

Scenario 2. The case of onboarding Vendors

Vendors are an important part of crafting retail spaces, but the task at hand involves intensive micromanaging and constant vigilance on the brand’s part. The vendor may be very adept at fabricating and designing elements, but what falls short is having a binding experience.

The things we observe is that there is a lack of location-based flexibility and limited executionary powers in Case 1, and a lack of brand awareness, accountability above and beyond the monetary aspect of the work, missing understanding for the customer’s journey, their behaviour and indifference towards the sensitivity of the product portfolio in Case 2. With both these scenarios, one ends up spending money, time and effort with a non-optimal brand storytelling.

The strategy, no matter how sound, the aesthetic, no matter how pleasing, all becomes lackluster.

Retail as we know it has evolved by leaps and bounds. It is perhaps one of the most humane aspects of a brand. It is the moment of truth for customers who walk in and interact with the store surroundings and the products first hand. To understand the impact on needs to make, an in-depth understanding of why the customer may or may not decide to associate with the brand is of utmost importance.

The very way humans tend to explore store spaces has a science behind it, and such matters need to be understood not just by the brand but a partner that will craft and execute a suitable retail narrative. Today, creating a retail experience requires sincerity and efficiency from Partners, not mere vendors and not just fellow team-mates.

One must opt for Partners who can showcase and apply sound strategies with the right sensitivity towards the customer, brand and the product portfolio. They are the third objective perspective that proves a massive difference between store fabrications and genuine retail experiences that please, create and retain customers by understanding them, the brand and emotional experience that needs to be evoked, something as immersive as that of a child entering a toy store, for the very first time.