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WHY SHOULD INCLUSIVITY BECOME A SIGNIFICANT PART OF THE RETAIL BRANDING STRATEGY?

12872 Views | By Chiranjivi | October 17, 2022
WHY SHOULD INCLUSIVITY BECOME A SIGNIFICANT PART OF THE RETAIL BRANDING STRATEGY?

What makes a brand a household name? How does it get positioned? What matters for staying relevant in the market? All of these factors converge on the branding feature. With a broader industry segment leaning over advancements, it is a collective endeavor to glorify consumers through convenience without making them reel over the experience. In particular, it has a more significant impact on physical brick & mortar retail.

Retail wasn't above the backwaters even before the pandemic's cataclysmic events. With eCommerce profoundly infiltrating the economy, physical retail lost revenue. But with the discourse about accessibility and convenience, retail branding strategy has risen above catering to physically abled consumers. Instead, it is working with an approach that considers universal for humans.

Looking beyond the usual proposition of creative compositions over marketing communication, what truly helps a retail brand survive is inclusivity. Retailers are throwing money into the show and waiting for the magic to happen. However, what they miss in their branding approach is in-store accessibility which cultivates brand loyalty for consumers.

The Rules of Branding with Inclusivity

Branding emphasizes narrating the brand essence through the story, but communication begins with in-store touchpoints. For people with disabilities, barriers to accessibility and choices make them rethink their loyalty to brands. Essentially, an essential component of any branding strategy is the design principle that reflects what a brand tries to convey to its customers.

To put things in perspective, here is why inclusive spaces weigh upon retail branding:

A complicated space pulls back

Lowering the Omni-channel Approach

Comme Deux is shifting its online presence from Tommy Hilfiger to Danish Beauty Brand to make it feel more accessible from a visual, auditory, and cognitive experience.

Unawareness of staff etiquette

The more store employees engage with empathy for a specific group of consumers, the more the customer's journey with the brand will be enhanced.

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