STORE MANAGEMENT FLE

who they were and what they would do for consumers. This told me, “If I am a handy person, this retailer could offer me the service to help me through my fix-it project.” The message was encouraging of my ability, but also helpful in tone.

This sets the expectation that I would be able to get what I needed and there would be someone there to help me find, do and accomplish my project. I felt once I went through the door of that store, I would get help. If I can’t find help once I walk through that door, it would be a huge failure to deliver.

must be able to look at your own customer journey and see where the message, tone and visuals line up and where they don’t. Do your website, e-blasts, flyers and in-store signage all share a similar look?

It sounds like a lot, but this is exactly how it needs to be to ensure you have the most effective marketing strategy.

If you don’t feel you have the objectivity to see through the weeds, or if it all looks fine to you, consider consulting an outside source like a consultant or a creative agency. They can see what you may not be able to, while you live your own brand day-in and tools are you using to do this? Are all those tools similar in message, tone and visuals? How are you fostering interest?

• Consideration: Now that you have made it clear who you are and lured the consumer to know more about you, they are getting closer to a purchase. Within purchase-driving activities like ads, are you delivering the same message you did in the beginning? This is when you are competing with a limited selection of competitors. Here, being true to your message is important. But it is also the point at which brands can make inconsistent manoeuvres to try to rush consumers to purchase.

Delivering on the statement for this brand would help me not only make a purchase, but if my experience was truly great, then it would build loyalty. If I become a repeat loyal consumer and get very excited about having a consistent experience that always hits the mark, then I move on to the ultimate delivery of advocacy, where that brand did such a good job from message to execution that I tell everyone I know how great my experience is. Developing brand advocates essentially helps you preach your brand message.

Seek Outside Input

This whole process can be equally effective for a retail banner or a product brand. Take for example the linear message being executed by product brands like Apple. The brand personality, product, ads and in-store experience are all consistent and they drive an advocacy so intense that it verges on addiction.

Working your way through the funnel of conversion is not a short process. And following your consumer journey takes a lot of very grounded objectivity. You day-out. You don’t have to get your outside source to design it for you, but a few dollars will at least send you in the right direction identifying where the gaps could be.

Consumers aren’t big on having to interpret what you say and then try to figure out what it means at each stage. Offering them a consistent message from your very first awareness-creating interaction to your moment of truth purchase is how you win with your brand.

Look At Your Strategy Closely

To start you on a customer journey analysis and how it functions alongside your funnel of conversion, try looking at it like this:

• Awareness: Is your target customer aware of who you are? If yes, how did they become so? If no, how will they become aware of you? They don’t have to know exactly who you are, just that you exist, at this point.

• Interest: If your consumer knows that you exist, how do you get their attention? How do you get them interested in wanting to know more about you? Which

• Intent: If you get a consumer to intent, it means they have narrowed you down to the nominated purchase. Within a defined period, they will make the purchase. If you are online or in-store, is the experience there consistent with what you have told your consumer already?

• Purchase: Is the purchase experience consistent with your brand message? Did the goods deliver what you said they would? To ensure this, try walking through the actual steps a consumer would take right before they add your product to their cart.

Taking the time to make the walk of your customer purchase journey, and doing so objectively, is your best way to make a linear brand experience that surrounds your customer with the expectations you want them to have. It’s how the good become great and how purchasing consumers will become loyal and possibly even advocates of your brand. Invest the time in this process. Invest time in your brand. It will yield great results! Good luck.

Lyndon Madden is an 18-year consumer goods marketing executive who has worked with many small and large brands. He is passionate about bringing thoughtful business strategies to build long-term brand success.