Canadian Retailer - November/December 2011 - (Page 40)

| RETAIL MARKETING Integrated approach crucial to brand messaging FOCUSED EFFORTS BY RETAILERS AND THEIR PARTNERS TO MARRY IN-STORE DESIGN WITH SUITE OF MARKETING ELEMENTS ENSURE CONSISTENCY AND EFFECTIVENESS OF BRAND DELIVERY By Camilla Cornell W alk past one of mobile-phone provider Mobilicity’s retail outlets at night and the colours magenta and lime green practically glow in the dark against a simple white background. Strategically placed lighting focuses on the brand name and the clean lines of the counters are unmarred by clutter. The tactic of taping a plethora of new offers to a window is not for Mobilicity – instead, display cases make it easy to simply slide the latest promotion in or out. It’s all part of a concerted effort to create a strong design presence that backs up Mobilicity’s key brand beliefs, according to Anthony Booth, Chief Customer Officer for the company. As a new contender in the heavily competitive telecom marketplace, Mobilicity was striving to come up with an integrated design approach that clearly reflected its brand “at every single touch-point” – whether in the digital world, on the street, in billboards, newspapers or in the stores themselves. “We were really trying to build an emotional connection with the consumer and part of doing that is developing trust, familiarity and predictability,” explains Booth. “Other great retailers who do that are companies like Tim Hortons. They have a level of standardization that encourages trust and familiarity. The look and feel is similar no matter where you go.” For Mobilicity, the process started with a branding exercise that helped the company nail down some core beliefs. When Booth and his team sat down to figure out exactly what Mobilicity stood for, they came up with three basic elements. “We can save consumers money. We are 40 | canadian retailer | holiday 2011 | retailcouncil.org/cdnretailer http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - November/December 2011

PUBLISHER’S DESK
SHOP TALK
MOBILE RETAIL
LEADERSHIP SERIES
SPECIAL: FROM THE PRESIDENT
RETAIL LEADERS PERSPECTIVES
THE CONSUMER
HUMAN RESOURCES
RETAIL REAL ESTATE
RETAIL MARKETING
ADVERTISERS’ INDEX

Canadian Retailer - November/December 2011

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