Branding. Ranchers used to use it on cattle to identify ownership. Manufacturers use it to distinguish their company products from others. For example if you are shopping for ketchup, do you look for Heinz or Del Monte? Maybe you prefer the store brand of ketchup or it doesn’t really matter as long as it is inexpensive. How about products that have become so powerful in their product(s) and marketing that the name is used to refer to the type of product it is. One brand that comes immediately to my mind is Coke (Coca Cola). How many times have I heard someone ask for a Coke and they really just meant whatever cola soft drink was available. Often the question turns into something like, “I only have Pepsi or will an RC be okay?” This isn’t a slight against those companies and I like all three products but Coke just has that kind of imprint on American culture. So I pose the question to retailers, what makes your company distinct? What is it that you can point to as your brand? Is it your store layout? Is it the culture of safety in your store? Is it the products you carry? Something about your business HAS to stand out from the others and if there isn’t anything then maybe you need to revisit that area in order to continue to be relevant. I would suggest there are several things you could consider doing to make your “trademark” among your peers. One may be using Checkpoint Tags on merchandise to allow you to make your store more user-friendly, stop shoplifting and to keep prices low.
Checkpoint Tags can come in a variety of styles to protect merchandise. Whether you sell clothing, health and beauty products or bed and bath goods there is a retail anti-theft device available to help protect them from shoplifters. Soft tags and labels are available to use under meat soaker pads and others for small merchandise like lipsticks and mascaras. They also come in a standard size that can be used on nearly anything else, CD’s, DVD’s blister packages, etc. Hard tags can be pinned to clothing items which can stop shoplifting through deterrence and electronic article surveillance alarms (EAS). Tags from Checkpoint have technology in them that sends out radio waves. When this frequency is picked up by EAS pedestals which are usually set up near store exits and entrances the pedestal alarms and flashing lights are activated. The alarm gains the attention of nearby employees who respond to the pedestal and determine who caused it. The employee gets the offender to pay for the item or they bring it back in if the person attempting to shoplift drops it.
Is it a stretch to suggest that safety and security can be a brand for your store? I firmly believe that customer perception of what your store is like can be a hallmark of your company. If customers can walk in and carpets are clean or floors are swept, the lights are bright and shopping carts are in neatly lined up, you are creating an image that cleanliness and organization are a part of your store’s culture. Public View monitors at the entrance of the store, EAS pedestals and Checkpoint Tags on merchandise make the statement to honest customers and thieves alike that security it a priority for your location. Employees greeting customers when they walk in and ensuring the customers are finding everything they need while on the sales floor enhances your store image as one that places a premium on customer service. By the way, that last one also helps you stop shoplifting which goes back to your efforts to provide great value for your patrons.
If you really want to create an image for your company and increase sales in the process, combine these all of these values into one. Checkpoint Tags, EAS pedestals and CCTV to stop shoplifting will remind customers you are working hard to keep prices low. Clean and neat stores and shelves will tell people you care about what you are invested in. Proper lighting in the store and parking lot will let shoppers and customers know their safety and security matter. Image is important but meaning it and standing behind it is what makes a difference to people and THAT is quite a brand image with which to promote your company.
Need information on Checkpoint Tags? Give us a call at 1.770.426.0547 now.