62 search results for “Alexandra Sheehan”

10 Retail Experts Share Their Secrets to Successful Product Branding

10 Retail Experts Share Their Secrets to Successful Product Branding

Product branding | Shopify Retail blogA strong brand identity leads to a strong impression on consumers. Your brand identity defines not only who your brand is, but every single interaction a customer has with your brand — online and in-store.

Brand identities have a major impact on consumers. But products can have their own identities, too. Product branding is when marketers introduce a product to the public with its own unique identity. This can be with the product name, logo, design — any aspect of the product that differentiates itself from all else.

In such cases, the parent company — the brand — becomes more obsolete, while the product identity is of more significance. In a sense, these branded products can be considered mini-brands or extensions of the parent company.

Product branding emphasizes the commodity rather than the umbrella of the brand under which it exists. It’s a strategic tactic retailers can take if they have a product that fits the bill: It’s noteworthy and significant, or one of a few products in a line. If your business has a ton of dime-a-dozen products, it’s likely not worth the effort.

But product branding can be tricky. That’s why we asked 10 retail experts to share their secrets to successful product branding.

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How Retailers Bring the In-Store Experience Into Customers' Homes With AR Technology

How Retailers Bring the In-Store Experience Into Customers' Homes With AR Technology

AR technology in retail, IKEA Place | Shopify Retail blog

Augmented reality is being used by an increasing number of retail brands. It’s changing how consumers shop, how brands connect with consumers, and how retailers gather data to understand consumers.

More retail brands are leaning on AR technology to upgrade their customers’ shopping experience in their stores. From making store navigation simple to making it easy to test out products, the retail industry is producing more augmented reality examples for other brands to emulate.

Another way retailers are using the technology is to extend the in-store experience — meaning that customers can bring products and the “store” experience home with them. AR technology allows you to reach a wider audience, and this is always a benefit for retailers that are looking to expand beyond their local customer base.

We connected with Jeff Ridgeway, SVP of Business Development at augmented, virtual, and mixed reality agency Zappar, to discuss how today’s retail brands are using AR technology to introduce in-store experiences into the comfort of consumers’ homes.

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Project Management vs. Product Management: What's the Difference and How Both Can Help Retailers

Project Management vs. Product Management: What's the Difference and How Both Can Help Retailers

Product management, project management for retail | Shopify Retail blog

Chris Guillot, founder of Merchant Method and instructional designer of The Merchant Map, trains brick-and-mortar retailers to be more successful in their businesses. Everything from tackling operational challenges to branding — she knows retail inside and out.

One frequent challenge she sees retailers face is distinguishing between project management and product management. The two concepts are invaluable to retailers, she says, but they’re often confused, misused, or misunderstood.

To clear up any confusion, we’re outlining what project management and product management are in retail, and how you can use the two simultaneously for business success.

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Valentine’s Day Gifts: How to Cash in on the First Retail Holiday of the Year

Valentine’s Day Gifts: How to Cash in on the First Retail Holiday of the Year

Valentine's Day gifts | Shopify Retail blogI recently went grocery shopping at my local Alfalfa’s Market, a locally owned natural food store. With the day of love almost here, aisles and product displays were adorned with themed decor to promote an assortment of Valentine’s Day gifts.

Laminated hearts were stuck on shelves and racks throughout the store: “OLIVE YOU” said the one at the fresh olives station, and a heart reading “SOMETHING SWEET” was placed next to all the chocolates.

It was a small effort by Alfalfa’s to appeal to shoppers for the first consumer holiday of the year, yet it showed they’re in tune with their customer. Almost half of consumers spend the holiday at home, and nearly one-third of Americans cooked a meal at home for Valentine’s Day, according to one study. Alfalfa’s was giving fun, visual cues as to which products to buy to make a romantic at-home meal.

The National Retail Federation (NRF) predicts American consumers alone will spend a “near recording-breaking” $19.6 billion this year on Valentine’s Day. There are many creative ways your retail business can cash in on the rush. Below, read about how to get in on the action.

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How Retailers Are Incorporating AR Technology Into Products and Packaging

How Retailers Are Incorporating AR Technology Into Products and Packaging

AR technology, retail products | Shopify Retail blogThere’s little doubt that augmented reality (AR) is changing the retail industry. AR technology is enhancing the in-store experience, allowing brick-and-mortars to expand their reach, and helping marketers build buzz.

And consumers are coming to expect these innovations from retailers. Nearly 70% anticipate that retailers will launch an AR app within the next six months.

Some brands are fully embracing AR technology, incorporating it into their existing products, launching new AR-powered products, and livening up product packaging.

We chatted with Steve Curran, CEO of AR experience platform ROAR, who categorized two main ways retailers can incorporate AR into products: play and utility, as well as cross-selling. 

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How Retailers Are Using AR Technology to Build Buzz and Brand Awareness

How Retailers Are Using AR Technology to Build Buzz and Brand Awareness

Pepsi AR technology campaign | Shopify Retail blogRetailers are using augmented reality (AR) in a variety of ways: creating a better the customer experience, enhancing the in-store experience, and extending their geographic reach, to name a few. One additional benefit to AR is that it can help you build buzz and awareness about your retail brand.

Whether you use AR technology in marketing and advertising campaigns or you use it to garner lots of press attention, it’s a proven method to expand your brand’s reach.

To help retailers understand how to use AR technology to accomplish their goals, we chatted with Ara Parikh, product marketing manager at 360°/VR/AR advertising agency OmniVirt, for her expertise on how retailers can best leverage AR for brand awareness.

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Planograms: What They Are and How They’re Used in Visual Merchandising

Planograms: What They Are and How They’re Used in Visual Merchandising

Planograms for visual merchandising | Shopify Retail blogEffective use of physical space is fundamental to any brick-and-mortar retailer’s success. After all, you pay for the space, products occupy your space, and customers enter and navigate your space before — ideally — making a purchase.

But planning out how you’ll use your retail space isn’t always easy. From determining how to plan the footpath for customers to which product displays go where, it can be a crapshoot if you don’t have a plan in place.

That’s where planograms come into play. Planograms help retailers plan the use of their space and gather data to help them make smarter visual merchandising choices that drive in-store sales.

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Defining Your Audience: Strengthen Customer Messages With Target Marketing

Defining Your Audience: Strengthen Customer Messages With Target Marketing

Target marketing for retail | Shopify Retail blogTarget marketing is promoting brands, products and/or services to a defined audience based on that group’s consumer behavior.

Essentially, marketers define a group of consumers with commonalities, also referred to as market segmentation, and market specifically to them. The group’s characteristics are researched through consumer trends, case studies, existing sources of audience demographics, and customer feedback (interviews specific to building buyer personas, surveys, questionnaires, etc.)

From there, retailers and marketers can build and document buyer personas. Personas detail basic demographic information — age, gender, job, salary — as well as other common characteristics within that group. These traits may be both general and specific to your brand, product or service.

Once those personas, or audience segments, have been defined, it’s easier to market to those individuals. This helps to dictate messaging, which products you’ll market to whom, how you’ll reach them, and what pain points you can solve. The result is marketing efforts that are more relatable and resonate with each of your audience segments.

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High-Tech Helpers: How Retailers Are Using AR to Enhance the In-Store Experience

High-Tech Helpers: How Retailers Are Using AR to Enhance the In-Store Experience

Augmented reality in retail | Shopify Retail blogAugmented reality (AR) is changing the retail game. Retailers across the board are using AR to drive sales and improve the customer experience.

One way brands are improving conversions, in particular, is by bringing AR technology into stores. It’s a strategic move: 61% of consumers prefer stores that offer AR experiences, 40% will pay more for your product if they can experience it through AR, and 69% expect retailers to launch AR apps within the next six months.

But how can retailers with little experience in this high-tech tool best use AR to boost conversions? While there are multiple tactics, one of the methods more retailers are using is to create a more immersive shopping experience for customers. 

And to give you some ideas of how retailers can do this successfully, we got a little help from an expert. Below, find out what we learned when we chatted with Nathan Pettyjohn, CEO of AR platform Aisle411 and president of the VR/AR Association about how brands are enhancing the in-store experience through AR.

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In-Store Sales From Online Ads: A 5-Minute Guide to Facebook's Offline Event Tracking

In-Store Sales From Online Ads: A 5-Minute Guide to Facebook's Offline Event Tracking

Facebook Offline Event Tracking Tool | Shopify Retail blogOne of the great things about digital marketing is the ability to capture tons of data and measure success. Metrics like click-through rate, time on site, conversion rate, opt-in rate and social shares are at retailers’ fingertips.

That’s all great information to have, but how can retailers determine the effects of digital advertising on offline behavior? How can you know if your online ads boost foot traffic into your physical storefront?

For retailers who use Facebook advertising, the offline event tracker feature could be a viable option to gain those insights.

Prior to Offline Events, advertisers couldn’t determine whether seeing a Facebook ad online would drive an offline behavior, such as visiting the store, attending an event, or purchasing product over the phone. But that has changed, and it’s an incredibly valuable tool for retailers who don’t rely solely on ecommerce.

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