Canadian Retailer - Holiday 2016 - 45
flip". For Neumeier, a brand is not simply a logo,
but an extension of the attitudes that are common
among the store's customers. To do this, he suggests taking your understanding of the customer
and appealing to their needs by helping them in
their day-to-day lives. This could mean providing more convenience for them or enhancing the
value they receive. But it always involves interaction, engaging them in a way that resonates
with them. In doing so, he says that a brand can
move from a base of segmented consumers to a
tribe of them that will behave as ambassadors,
using your brand to tell their own stories and experiences.
It's what Groupe Dynamite did with its brand
in the highly competitive fashion trade. By developing interactive promotions, Groupe Dynamite was able to amplify its message and extend
its reach within the fashion community. To do
so effectively, the company recommends choosing the technological platforms that suit your
retail objectives, the type of digital environments where your customers are gathering and
a thorough knowledge of their wants and needs.
Creating a house
Frédérick Lecoq of FGL Sports Ltd. takes the concept of the
customer experience even further, considering it to be even more
complex than some within the industry might already believe.
He talks about customer experience as a store that becomes a
"home". The commodity that retailers offer customers is a house,
but creating a home is more difficult. You have to create an "inhome experience" by adding people, initiating conversation and
interaction, creating an atmosphere. Retailers have to stop thinking in terms of campaign, he says, and talk about content. They
have to stop thinking mass communication and act on individual
interactions. They have to stop buying impressions but create an
impression. And finally they have to stop working the point-ofsale and instead create a home.
In short, the prevailing message at DTLQC 2016 was that, in
light of changes in the retail landscape, retailers have to be
sensitive to their customers' experience. New technologies offer
many ways to create the much-expected 'WOW', but using the
right platforms, based on brand objectives, clientele, customer
expectations and the nature of your brand, is far more important,
and should be the starting point for any retailer looking to create
an enhanced and engaging customer-brand experience.
THE LOSS PREVENTION ISSUE | CANADIAN RETAILER