Suppose you need to buy a pair of shoes. As a customer, you have several options for that.
You can go to any market or visit any shop to buy your desired shoe. But you decided to visit your nearest Bata or Apex store first. Why? Because you know that Bata or Apex are known “Brand” for shoes and the shopping experience you will have at a brand store is surely going to be better than any other regular store.
Providing this assurance to customers is what makes Bata or Apex a brand today.
Various reasons are there due to why a normal product becomes a successful “brand” like maintaining the quality of the product, keeping the customers satisfied, providing the best customer service, always make the customer feel that they are getting something different or something extra from this brand so that he becomes a regular customer and buys the same brand again and again.
All brands make sure that whenever a customer is entering their showroom, they must feel the difference with any regular store.
They assure us to provide a memorable shopping experience for the customer to ensure his repeat visit to the showroom.
That is why the brands invest a lot of money in decorating the interior of the showrooms and in providing proper training for their employees.
If you visit any Miniso showrooms in Dhaka, you will see the employees always welcome their customers saying “Welcome to Miniso” with a smiling face.
Every Miniso showroom has a similar way of displaying the products. The employee behavior is also similar in every showroom. Because a good brand always makes sure that any showroom their customers visit, they should get the same standard of service from them.
For example – Time Zone is a shop for branded watches. They have several showrooms across the country.
Whenever you visit any Time Zone showroom, the lighting arrangements, the interior, behavior of the sales employees will always remind you that you are visiting a “brand” shop and not a regular watch store.
The brands that can instill this “feeling of differentiation” well in their customers mind – are the most successful brands.
The environment of the showroom, friendly behavior of the shop employees, their attitude to help the customers, providing the best experience to the customers-by ensuring all these when a product manages to get the trust of their customers, only then it gets the title of a successful “brand”.
That is the reason why all well-known brands of the world put so much effort and invest so much money to make their showrooms look attractive to their customers.
The author is brand and marketing consultant at AI-Deal Corporation