How Building Materials Stores Build "Brand Experience"

For a building materials store, it is not enough to show only the product, because it is not a FMCG. It only spurs the consumer's eyeball, but also gives the consumer more brand experience. When consumers purchase products in the store, they can fully feel the brand's content and have confidence in the brand. This is the need to build a brand experience system that can integrate brand culture, demonstrate brand value, and interact and resonate with consumers when designing stores.

Specifically, building a terminal brand experience display system includes a brand display area, a product introduction area, a product application display area, an employee image display area, a designer work area, and a children's activity area.

Brand display area

The landing of the brand display requires the standardized use of the brand LOGO first, and does not arbitrarily change the design of the brand LOGO. Then, through the refinement of the brand's floor image, such as brand story, brand legend, brand cartoon image, interpretation of brand culture. The contents of these brands can be displayed on the brand culture wall or integrated into the relevant locations of the store.

Brand display also includes corporate honor, corporate philosophy, etc. These displays are often concentrated on one side of the wall and are sometimes called corporate honor walls. The position of the corporate culture wall and corporate honor wall displayed by these brands should also be paid attention to, so as to allow customers to see as much as possible to have practical significance.

Recommended position 1: In the lobby or at the entrance, customers can easily find out, have a certain sense of trust and security on the brand, increase the probability of entering the store.

Recommended position two: business negotiation office, negotiating with customers, when customers are hesitant, you can introduce the company to obtain honors, brand stories, etc. to enhance the customer's stickiness and trust in the brand.

When we were servicing some building materials and home businesses, we found that there were stores that put the brand display area on the inside of the store entrance. It was difficult for the customers to naturally discover that such a brand display would lose its display significance and would not achieve its proper function.

Product introduction area

According to Jiuzheng Building Materials Network, most consumers are often curious about the product's production process and would like to have a general understanding of the product's production process. Just like the attractiveness of transparent product design, consumers are eager to know the “insider” of the product.

We put our products to the best use of pictures and processes in graphic and textual presentations. Through the application and display of materials, we can illustrate the advantages of products in terms of process, technology and performance, and activate static products. Through the introduction of its production process, not only meet the consumer's hobby, but also highlights the advantages of the product's production process, which is unmatched by competing products. In this way, the effect is much more realistic and vivid than merely introducing product advantages, and it is far more effective than simple instructions for shopping guides!

Product Application Display Area

The study found that if consumers are familiar with the use or purchase of a product, then the consumer's trust in the product will increase, "endorsement" is the case, because by doing "endorsement", there is a layer of quality The assurance that even if this person is randomly selected, this is the convergence of consumption.

From this it can be seen how important it is to carry out the necessary display of product users in the store. There are so many "endorsements" who do not buy?

This product user endorsement includes three types:

First, users in neighboring communities.

For those who have purchased, the decoration effect is better and the customer's degree of cooperation is higher, the community name, customer's last name, decorative effect picture, etc. can be displayed. If customers are reluctant to display, they can at least “Thank you” for the list of recently purchased customers, that is: Thanks to Mr. ×× Community* Mr./** for purchasing ×× products, and wishing to move in!

The second is that everyone knows celebrities.

If you have a well-known celebrity used this product, you must grasp the opportunity to promote, if the other party does not agree, you can use handwriting electronic screen to introduce. In order to prevent this person from grasping the "handle", the propaganda can be given orally.

In this regard, a propaganda of Dongpeng Ceramic Tiles has been used to ensure that it is fully used. In a publicity campaign conducted by Dongpeng Ceramics, it was mentioned that President Barack Obama and Russian President Putin also used Dongpeng Ceramic Tiles, which brought a strong psychological impact to consumers and proved to the world that they were all using Dongpeng tile, who can say Dongpeng tile is not the first?

The third is engineering projects.

The application of engineering projects requires the selection of representative and well-known buildings, and it is even better if there are regional landmarks. For example, World Expo buildings, World Financial Center buildings and other projects that attract worldwide attention. If there are products that can enter, even if they do not make money or make less money, it is worthwhile. This is just how good brand value enhancement opportunities are. Of course, for this aspect of bidding and price concessions, the company will give greater support.

Staff image display area

Stores are places where products are sold. Because they are too commercialized, they are generally more serious and lack the communication of life and emotions. The feeling for customers is the buying and selling relationship. At present, there is a tendency to activate employees' image through the daily image display of employees, so that customers can see that employees are also people in their lives. This adds a layer of resonance to life emotions, and thus brings customers closer.

Therefore, a good employee image display can increase the store's emotional and warm atmosphere, and reduce the consumer's preparedness, which means that the more active the employee image is, the better the form of life is, and the brighter the employee's smile is, the better! In addition to the relationship between the customer and the salesperson, the customer also saw “living”, not only the work but also the happy life and family. They are “very cute people”.

.Designer workspace

Today, people are increasingly pursuing quality of life. Home decoration is no longer a simple brushing but a professional interior design. Obviously, when customers purchase products, if they have professional design guidance, they will be able to greatly increase the “professional” and attractiveness of the store, and the transaction rate will naturally increase. Some shop assistants like to add the word “designer” on the business card is not groundless. This is not only a product but also a home improvement solution that can provide more value-added services.

For the storefront, if there is a dedicated designer work area is better, customers often stop for a long time in consultation with the decoration design, plus the satisfaction of the design effect, the storefront product is the best choice --- - Because designers are designed with their own branded products.

Beijing Beyond the House bee tiles, Marco Polo tiles and other stores can see the design school is a work area, this professional sense of the establishment of a natural, coupled with the busy figure of the designers, all show the customer number, storefronts The business is booming, and there is silence and sound here.

Due to the differences in the size and specific categories of building materials, and the designer's cost factor, not all storefronts must have designer workspaces, but they must draw on this idea of ​​professional display. For example, non-residential designers can be promoted. One is through their "big" image introduction, and the other is through some of their designer works.

Children's activity area

There are two main types of home renovations, one is the marriage room; the other is the improvement of demand. Such families generally have children.

Experienced shopping guides all know that customers need to “please” properly if they bring children, so that the relationship with the customers will be closer. The customer's children are undoubtedly a very important topic. Through communicating with them, it is possible to increase the warm atmosphere and make people ponder the childhood era of innocence.

The store has a children's activity area to increase the time for customers to stay with their children. The customer's child has a place to play, communicates well with the customer's child, and satisfies the child's needs. The customer is purchasing the product in the store to a great extent.

Although the Dulux Paint Shop is small in size, the new store has large children's areas, even if it is a very small area, all reflect the care and love of the customer's children.