The primary objective of the retailer is to maximize their store’s profit and an attempt to maximize the profits for each product category. To fulfill this objective and the shift in the power from manufacturers to retail chains have made it necessary for retailers to communicate their brand. It is quite common to regard advertising as a major factor in leveraging brand equity (Achenbaum, 1989; Lindsay, 1990).
“The brand is separate from the functional product; being grafted on by brand communication, it transforms a functional product to an immortal brand”; Tony Meenaghan, 1995. After the desired brand positioning and brand personality for the retail chain is set, both have to be communicated. The differences between the desired and perceived have to be redirected. Brand Communication should make the positioning and personality visible both inside and outside the store. Communication itself contributes to the total identity of the retail chain. Therefore, it is of utmost importance that the advertising, direct marketing communication, store design, visual merchandising and the employees, all communicate the same constant message.
Communication at the point of sale can be very influential over whether a purchase will take place or not. Many buying decisions are not made until the consumer is in the store. Consumers expect the store to offer all kinds of sensory experiences. Brand communication can be achieved not only through advertising and other kinds of out of store communications, but also through in-store communication - the store design, the visual merchandising and the employees. These in-store communications bring the brands to life. The Ralph Lauren fashion brand for example communicates the image of an American country house through its stores. They are ornamental, dark & rusty and full of natural material. (K. Floor, 2006)
With the explosion of the internet, many retailers are incorporating technology into their...