3 uses for automated templates in retail marketing
In retail marketing, never underestimate the value of consistency.
75% of customers want and expect a consistent experience from the brands they do business with – whether that’s an in-store display presentation or an online promotional banner. And given that it takes around 3 to 4 impressions to achieve meaningful brand visibility, failing to present your business consistently can needlessly hinder your efforts to appear on customers’ radar.
This is where templating comes into play. Both online and offline, from email newsletters through to flagship billboards, templates enable you to lock down the key elements of how your brand is presented. Regardless of whether you prefer to outsource asset creation to an agency or freelancer – or keep it in house, templates make it easy to ensure your brand rules are followed.
In a retail environment, there are countless ways in which templating may be put to work (it even comes in useful for making sure that your ‘next customer please’ triangles look spot-on!). Here’s a rundown of some of its most valuable potential uses…
Merchandise catalogue listings
Templates can come to your aid for physical brochure listings, as well as product pages on your website.
Consistency-related problems are especially likely to arise where you have a large product inventory, with different items being listed at various times by different people. As customers scroll through that inventory, the user experience becomes much more positive if there’s a similar look and layout to each page. The positioning and composition of imagery, the order in which technical specs are listed, even the font size: a template gives you continuity – and ensures your catalogue makes sense.
Keeping on top of platform-specific requirements
In print brochure and on your website, you have complete control over how products are presented. Head over to your presence on Amazon (or eBay or Etsy) and there’s often a rulebook to follow. This can include everything from the character length for your title and bullet points, through to the sizing of your logo on the shopfront page. Things can get even more complicated with differing rules dependent on territory and product type.
The right template automation tool can equip you with a whole range of templates with ease. It means that your content creation team can instantly reach for the right template depending on the platform they are creating for – safe in the knowledge that they will always stay on the right side of the rules.
Locally-flavoured marketing campaigns
Your retail branches have in-depth knowledge of their local markets. You will want to tap into this knowledge by getting them involved in the creation of super-local, super-relevant campaigns.
But where does this leave your central brand message? By providing your branches with suitably formatted templates (e.g. on store-specific billboards and local media ads), you can ensure that your core brand elements remain intact, while giving your branches the freedom to add that all-important local, personal touch.
Other potential uses…
The list is endless; but try these for size…
- Store layout informational signage: finding their way around the store can be so much easier for your customers if there is uniformity.
- Product-specific signage: this includes price and special offer labelling
- Flyers: Without guidelines to follow, these can sometimes ‘cheapen ‘a brand. Templating enables you to offer something compelling while maintaining brand integrity.
- Billboards and large print ads: upscaling the size of an asset does not have to mean departing from your recognisable look and feel.
For getting your message out and communicating with customers in all manner of ways, templating ensures that you always stay on track.