Retail Branding: Don't Confuse The Customer

Over the past few days I’ve done my fair share of browsing unfamiliar retail environments.

I cannot find a goddamn thing.

In Publix (grocery store) I needed a protein bar. Well who would think that the protein bars would be in the same aisle as the…Snapple and shampoo.

Perhaps you’re thinking Macy’s, a national brand, would be better.

No.

Here is what we confronted in our quest to buy a bathing suit for my husband.




It was a dizzying array of merchandise, but everything was piled on top of everything, placed adjacent to every other thing, and the store was almost impossible to navigate.

Plus the customer service staff was scarce.

One guy with a mountain beard stood there trying to look preoccupied with folding things.

Another lady was sweeping the men’s dressing room (???).

And then of course there was a person at the cash register, dealing with customers.

For goodness sake, carry less stuff and use white space. Have better signs. And require staff to interact with customers in a way that is genuinely kind and helpful.

Don’t you want to sell stuff?

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All opinions my own.



All opinions my own. Photos by me.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.