Gift Shop Plus Summer 2024

A Store By Any Other Name By Kim Baker

Your gift shop is more than just another store.

By nature, it’s a place people shop to help create an environment they want to come home to — they create part of their own story with the décor, candles, giftables and other items they buy from you. And, for most, it’s an experience. How you tell your store’s story builds upon that and creates loyalty and engagement with your shoppers.

If customers wanted to just buy their items and get home, they can find that at countless big-box stores. But the industry’s retailers bring more than that to the table. But you have to let them know that — by showing, not just telling. It is at the heart of your brand story.

“A brand is more than just a logo or a product, it’s the overall perception and reputation of a company and their product or services in the mind of the consumers,” said Ali McKenzie, creative director for Great American Media Services, publisher of Gift Shop® Plus. “A strong brand serves as a powerful tool for differentiation, fostering customer loyalty and commanding perceived value. It allows retailers to stand out in a crowded marketplace, build trust with customers and justify premium pricing.”

Your brand is in your logo; it’s in your signage. More than that, it carries through every merchandised table and every product you carry. It’s even in the way your employees interact with your customers — and the way your customers feel when they make a purchase with you.

That consistency is going to give customers a particular feeling when they come to your store. So, how do you create the feeling you want — and how do you share that with your customers?

First, you need to identify who those customers are and what they need from you. Everything you do needs to speak to them. This is your who.

Then, explore what your purpose and values are as a retailer. This is your what.

Next, figure out what makes you different from your competitors — why should customers come to you? This is your why.

From there, you need to get your story out there and tell it throughout every touchpoint with your customers. This is your how.

Are you committed to a fun, whimsical shopping experience? Bright colors, pops of whimsy and upbeat music all contribute to that in-store experience.

Or, maybe you focus on a highly personal customer-service focused experience? Consider greeters at the door, easy-to-read signage and a customer welcome area.

Are you in a walkable downtown area with a customer base that thrives on community engagement and social activities? Build in ways for them to share their ideas and thoughts with each other — maybe test out some customer- recommendation shelf tags.

There really are no limits to how your brand comes to life and how you communicate that with customers. Consistency is key.

“Just like in any relationship, you want to know what you’re getting,” McKenzie said. “Consistent brand messaging builds trust, makes you feel like you’re part of something special and keeps you coming back for more.”

Bring Your Brand Story to Life

Keep your message consistent across all customer interactions. That includes:

DISPLAYS

Creative display arrangements, use of branded signage and graphics, and attention to color schemes and aesthetics.

IN-STORE DESIGN AND LAYOUT

Use branded fixtures, furniture and décor elements that create a unique and cohesive atmosphere.

SIGNAGE

Incorporate branded signage and graphics throughout the store to reinforce the brand’s identity and communicate key messages. This could include
logos, taglines, product information, and promotional messaging displayed prominently throughout the store.

STAFF

Ensure that store staff are trained to embody the brand’s values and provide a consistent brand experience to customers.

PACKAGING

Use branded packaging materials, labels and tags to enhance the perceived value of products.

CONSISTENCY ACROSS CHANNELS

Ensure that the brand experience in-store is consistent with the brand’s presence across all of your marketing efforts — including social media.

— Ali McKenzie