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Crafting a compelling brand story: the key to winning over modern consumers

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How retailers can communicate their values and inspire customers to connect with their brand

In today’s retail landscape, customers are becoming increasingly discerning about the brands they shop with. So, for retailers, it’s no longer just about having a great product, but also about effectively communicating what the brand stands for in a compelling way. 

This is where the power of storytelling comes into play. 

By focusing on the story behind the brand and their products, retailers can create a deeper emotional connection with their customers, leading to increased loyalty and trust. 

Join Katie Walker, Director of Global Learning and Communications at Theory, Kevin Van Leeuwen, Director of Stores at AMIRI, and Andrea Limbardi, President at Indigo as they explore different elements of storytelling in retail and how brands can effectively communicate their values to build long-lasting relationships with customers.

The importance of brand story in retail

Consumers are more likely to shop with a brand when they feel a connection to its story and values, and they are quick to move on if they feel a company is not aligned with their personal beliefs. 82% of shoppers want a brand’s values to align with their own, and they’ll vote with their wallet if they don’t feel a connection.

As Katie highlights, it’s not enough for a brand to simply have a great product or be on-trend, “it’s really about what you do as an organization”. Customers want to know that the companies they support actually take action in what they stand for and believe in. Like Theory with Theory for Good, other retailers are beginning to create initiatives or departments to help them become more sustainable and environmentally conscious.

So, retailers must not only be transparent about their values and communicate them effectively, but also prove their commitment to those values by taking action in order to build long-lasting relationships with their customers.

Communicating brand values in a refreshing way

Focusing on the story behind the brand and the inspiration behind each collection enables retailers to create a deeper emotional connection with their customers. This is especially true in the luxury retail sector, where customers are often seeking a lifestyle or experience as much as a product. 

However, as Kevin suggests, it’s not enough to simply repeat the same tired messaging that customers are getting from every brand and communication. Instead, retailers must find a unique way to communicate their brand values and ideals, so that customers feel truly engaged and inspired. That starts with knowing how your customers want to be communicated with. In the modern world where consumers are bombarded from every angle, a one-size-fits all, cookie cutter approach of mass emails or texts just doesn’t cut it. 

Building a 1-to-1 relationship requires 1-on-1 communication, where customers don’t feel like just another head to make a sale, but rather an actual person. Technology, such as that used in digital clienteling, helps make this easy by providing retailers with highly curated segments and customizable templates so that every communication feels personal, even if it was sent en masse. By doing this, retailers can build brand loyalty and create a lasting impression that goes beyond the product itself.

Building loyalty and trust at scale

By telling a compelling brand story, retailers can create an emotional connection with their customers that goes beyond the transactional. For retailers like Indigo, technology has made it easier than ever to communicate these stories at scale, allowing them to reach a wider audience as they deepen their relationships with customers. 

Retail technologies, such as digital black books, allow associates to create personalized shopping experiences using omnichannel customer data like wishlists, preferences, and previous purchases. By understanding each customer’s unique needs and preferences, sales associates can tailor their interactions to tell the brand’s story in a way that resonates with the customer. 

By combining these technological tools with well-trained sales associates who are skilled in storytelling, retailers can effectively communicate their brand’s values, history, and mission, ultimately leading to increased customer loyalty and sales.

The takeaway

By leveraging the power of storytelling in retail, brands can create a meaningful dialogue with their customers and build a community that goes far beyond the products they sell.

Watch the full 15-minute Retail Masterclasses to learn more:

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