Retail Branding

BRANDING IN RETAILING
Brand
• It’s a name , term, sign , symbol , logo , design
or a combination of them ,intended to identify
the goods or services of one seller or group of
sellers and helping it to differentiate it from
those of competitors.
• Great brands are a shorthand for trust

• Consistency, certainty, and commitment
• Branding is all about integrity
Retail Brands
• Name, logo, symbol, slogan that identifies a

product, service, or store:
• Which provides added value beyond its basic
function
• Is both rational and emotional
• Exists essentially in the mind of the beholder
• Warrants a premium price for certain customers
Role of Brand in Retailing:
• Build stable, long term demand based upon increasing
store brand name strength
• Build and hold better margins than store which have weak
or unsuccessful brand names
• Differentiate themselves through creating associations that
can endure over long periods of time
• Add values that entice customers to visit and buy
• Act as a single to the customer implying trust in the
fulfillment of service expectations
• Promote customer loyalty and relationship marketing
schemes for their retail services / offers
• Protect themselves against aggressive competitors by
strengthening barriers to entry
KEYS TO RETAIL BRANDING
• Segmentation
• Differentiation
• Positioning
• Brand Loyalty
• Brand personality
• Brand Image
• Brand Identity
• Brand Awareness
Segmentation: Where you Want to
Compete
What price/quality segment?

• Luxury – e.g Havana Cigar
• Up-market – High end shopping e.g.Wills
Lifestyle
• Mid-market – Shoppers Stop
• Mass – Big Bazaar
• Commodity – Food world.
Differentiation: How You Want to
Compete
• Tangible benefits – one stop shop, space,

variety ,parking lot e.g. Pune Central.
• Intangible benefits - e.g. ambience , the

experience etc.
Brand Positioning
• Your brand positioned in the marketplace e.g.

Pune Central – “Who is she?? She is Central.
• Relative to the category and competition .e.g.
Wills Lifestyle & Pantaloons
RETAIL BRAND LOYALTY
Consumers using the same retail outlets or purchasing the same brand
of product on a regular basis is known a as store loyalty or brand
loyalty. This is basically a buyer characteristic.
e.g. Wal Mart (reduced price)
• Brand or store loyalty means that a person will:

• Feel positively disposed to the brand
• Utilize the store more than other stores brand preference).
• Continue to utilize the store or brand overtime (brand allegiance)
CATCHMENT POLICY
Catchments policy refers to the strategies adopted to achieve

customer attention and conversion.
BRAND LOYALTY
• Brand loyalty is the degree to which a customer holds a positive

attitude towards a brand, has a commitment to it, and intends to
continue purchasing it in the future. This presupposes that there is
something in the brand that satisfies both the social and
psychological needs of the consumer.
• The increasing brand variety in the Indian Market is eroding brand

loyalty per se and the multiple-brand loyalty brand bouquet is
witnessing greater variety-seeking behavior.
• The most important factors contributing to this phenomenon are the

growth of organized retailing, changing consumer preferences and
increasing media clutter.
Brand personality
• Describes brands in terms of human
characteristics.
• Seen as a valuable factor in increasing brand
engagement and brand attachment, in much
the same way as people relate and bind to
other people.
• Represents a unique mix of functional
attributes (tangible product properties) &
symbolic values (intangible properties).
Why is it Important?
• Each company needs to find ways of encouraging

consumers to build a relationship with a brand for
it to have any strength or staying power.
• Well positioned brands are more effective
problem solvers due to marketing techniques
which mould their image into a “brand
personality” that can be understood and
accepted.
• Hence brand personality is important which has
consequently developed as a term.
Brand Image
• Consumers see, hear ,smell ,taste & get gut
feelings about different brands. This profile of
brand is called brand image.
• Brand image is projected on consumers who

experience the brands not only as functional
products and services but also as bundle of
associations.
Brand Identity
• It comprises durability ,realism, and

symbolising the personality of the brand.
• It drives out signals which the consumer

decodes & interprets in terms of image.
Brand Awareness
Customers awareness of brand is biggest
challenge to put the marketers product in a
customers evoked set of brand options are:
• Top of mind
• Brand recall
• Brand recognition
• Unaware of brand.
Establishing branding needs
• Refresh/revitalize/reinvent
• Basic strategy
• Product mix
• Store look
• Service strategy
• Marketing/advertising
• Distribution mix
Retail Branding Strategies
• Retail branding is not a stereotypical process. It needs to

minutely understand the local climate, at least, in retail
offer and merchandising.
• The retail process has to be like a chameleon that

changes its color according to the environment it goes
into, to gain acceptances.
• The major environmental factors :

 Changes related to consumer
 Changes in technology
 Changes in competition.
Benefits of Retail Branding
• Long-term profitable growth
• Increased stakeholder value
• Total stakeholder worth
World Class Brands:
• Virgin
• Prada
• Zara
• Benetton
• Gucci
• Hugo Boss
• Tesco
• Kenneth Cole
• Limited
• Ralph Lauren
Customer Profile
• Shoppers Stop’s core customer represents a strong

SEC A, skew.
• Age Group -16-35 Yrs
• Income- 20,000 & above
• Annual Spend – 15,000.
• Families and young couples, DINKS
A large number of NRIs visit the shop for ethnic cloths

in the international environment they are
accustomed to.
In House Brands
• They have three in-house brands –
STOP, LIFE and KASHISH . . positioned very distinctly.
STOP is a fairly large brand; it is one of the first brands for men,
women and kids, as most brands now are moving from men’s to
women’s wear, but this is the first brand for men, women and
children.
They want the consumer to see brands within the store as compared
to just one brand.
LIFE has been repositioned – now the look is more younger.
KASHISH is completely Indian ethnic wear for women.

Visual Merchandising
Visual merchandising is very important in retailing. Its all about
actually communicating to the customer.
They have plans of integrating their visual merchandising with their

advertising, as well as with their direct marketing. Because all these
are methods with which you are talking to the consumer.
While visual merchandising is what is seen inside the shop, there has
to be a certain integrity and unity in all forms of communication, to
enhance the Shoppers’ Stop feel.
Standards are improving compared to previous hence its critical to
maintain a certain standard.
For this reason they have what the ‘White Glove Checklist,’ which is a
check done every morning on how the store looks.
Brand Identity
• Shopping in a department store is a completely different experience
from shopping for groceries. You don't think too much about rice or
beans or bread. But the minute you consider buying any lifestyle
product, you tend to relate it back to your life.
• One thinks about

Where it fits in,
Why you want to buy it ,
Who you want to buy it for.
In effect, as you think of one thing, it more often than not, leads to
another. Which, as a proposition and as a tone and style, seemed to
fit Shoppers' Stop's brand identity perfectly. Hence , the creative has
different people from different walks of life.
Ad Campaigns
They have launched an ad campaign ‘If it’s on your
mind, it’s on our shelves’ last October.
The idea of doing all your shopping under one roof
was inspired by the fact that there are over 250
brands at the store.
‘If its on your mind its on our shelves’ is an attempt
to capture the way a shopper's mind works. It's all
about their brief encounters with products on a
shelf.
Brand building Exercises
They have a scheme called ‘The Wardrobe
Exchange,’ wherein people come in with their
old clothes and exchange it for clothes bought
at Shoppers Stop for a discount.
Brand Loyalty
• Customer loyalty programme is called First
Citizen & it offers members to collect points
and avail innumerable special benefits
• Current database of 2.5 lakhs members who
contribute to 50% of total sales of Shoppers
Stop
Media Used
Press, radio and outdoor are the media

vehicles used for the campaign with the press
campaign targeting the nine cities in which
the stores are located.
The outdoor and radio creative were used to

bolster the main press campaign.
It was a radio interactive program asking
shoppers “What’s on your mind?”
Location
They have a national presence of 6,00,000 sq.ft.

of retail space.
The other things they look for is good locations.
In retail, location is everything. If the location is
right, the move into that market would be
smooth.
E-tailing
Although E-commerce will pick up in the
country only after three to five years.
Shoppers’ Stop has launched its own website
where we offer E-Commerce .
THANK YOU

Retail Branding

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BRANDING IN RETAILING

• Great brands are a shorthand for trust

• Name, logo, symbol, slogan that identifies a

What price/quality segment?

• Tangible benefits – one stop shop, space,

• Intangible benefits - e.g. ambience , the

• Your brand positioned in the marketplace e.g.

• Brand or store loyalty means that a person will:

Catchments policy refers to the strategies adopted to achieve

• Brand loyalty is the degree to which a customer holds a positive

• The increasing brand variety in the Indian Market is eroding brand

• The most important factors contributing to this phenomenon are the

• Each company needs to find ways of encouraging

• Brand image is projected on consumers who

• It comprises durability ,realism, and

• It drives out signals which the consumer

• Retail branding is not a stereotypical process. It needs to

• The retail process has to be like a chameleon that

• The major environmental factors :

• Shoppers Stop’s core customer represents a strong

A large number of NRIs visit the shop for ethnic cloths

LIFE has been repositioned – now the look is more younger.

KASHISH is completely Indian ethnic wear for women.

They have plans of integrating their visual merchandising with their

• One thinks about

Press, radio and outdoor are the media

The outdoor and radio creative were used to

They have a national presence of 6,00,000 sq.ft.

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