Modern retailing is more complicated than ever before, yet today it remains reliant on the same established fundamentals of selling; engage your customer, know what they need, have it available when they want it at a price they are happy to pay, and pop a cherry on top.
Though these are simple guidelines to adhere to, the environment of business has grown increasingly complex through technological advances and globalisation. Ease of access to communicate with consumers halfway across the globe also entails competition from companies that can do the same, as well as internationally located businesses. So what will set you apart from the competition? Understanding the complex nature of your audience base and keeping this at the heart of your decisions will ensure you’re one step ahead of the rest.
Integration
If it weren’t for those who use your product or service, your business wouldn’t even be reputable in the first place. This significance should be evident in practically every decision you make, from product ranging to promotions, packaging, branding, marketing and so on. To ensure a fully integrated customer experience of your product or services, you must first understand the process they take when it comes to why they choose your business over others.
Branding
The way you brand your company is critical to the way an audience perceives you. Every company has an Ethos or purpose unique to their own direction and goals, and the image you want portrayed to the world is a big part of this. That means that branding doesn’t just entail positioning your logo on everything you make-it means everyone involved in the creative business process of your brand acting as a continuation of the values you portray to your audience.
Content
Content is a critical factor in an audience’s decision as to whether what you’re providing is relevant or not. You could have the best ethos out there, but it won’t mean anything if you’re not getting this message across to your clients through the content you produce. This means that any information you relay to your clients must deliver clear, concise messages and stick to the tone of your business.
Tailoring
Social Media is one of the largest and easiest ways to deliver this content, but it’s important to determine when content needs to be tailored to specific demographic and when it should stick a broad angle to appeal to a wider audience. For example, your website should be concise and easy to understand in order to reach the largest consumer base possible, but email marketing to your customers may require more personal rhetoric to emphasize the established relationship.
Content-driven traffic delivers you an engaged, loyal customer. Anything digital can be powerful if optimised and if a customer is actually interested in it, but it’s also a two-way street. Listen to your customers and adapt where needed.
Brand, content and commerce are all interdependent and you need to consider all three along with a customer’s habits. Keeping up to date in the commerce of your business will act as the backbone in controlling the standards of your services and allow you to deliver a reputable product or service under all the necessary guidelines.
