[vc_row][vc_column][vc_column_text]It’s no surprise that the retail industry is going through massive changes. Online retailers are taking share, mobile integration with the consumer experience is on the rise, and consumers expect the experience to meet their needs – not just in the products they buy, but in the experience they have with your brand. Amid this dynamic environment, the branding needs of the brick and mortar environment will continue to be a major expense for most organizations – whether they are expanding, contracting, optimizing, or innovating in the store network. Those retailers who know where to look may be able to free up significant cash to fund innovation and growth initiatives.

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So where is the money hiding in the brick and mortar branding process?

We have found that there are five distinct processes that comprise the end to end development and maintenance of the store experience. They are:

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The Money is Real

Few retailers look at branded store materials category from a “Total Cost of Ownership” perspective. But when they do, they are often surprised at the amount of money being spent and how much waste there is in the (sometimes overlapping) processes associated with creating the in-store experience.
It is common for retailers, regardless of their current business cycle, to be able to cut 15%, 20%, even 30% out of the brick and mortar branding process by optimizing the process mechanisms described here. Knowing where to look is the trick – a skill that the Impressio division of Drummond Press has developed over the last two decades.
 

What You Should Do

A detailed assessment of the overall store environment involves:

Using this approach, no stone is left unturned, and areas such as consumption models, production specifications, and obsolescence are evaluated.
When retailers get an aggregated view of the end-to-end process across the dozens, or even hundreds of branded materials that are used in the brick and mortar retail environment, the results can be eye opening.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_cta h2=”Issue Brief: Supporting Brand Changes in the Brick and Mortar Foodprint: a CFO’s Guide” shape=”square” style=”flat” color=”grey” add_button=”bottom” btn_title=”View the Issue Brief” btn_style=”flat” btn_shape=”square” btn_color=”primary” btn_align=”center” btn_link=”url:http%3A%2F%2Fwww.drummondpress.com%2Fwp-content%2Fuploads%2F2017%2F03%2FIssue-Brief-Optimizing-the-Retail-Experience-2.2.pdf||target:%20_blank|” btn_button_block=”true” btn_add_icon=”true” btn_custom_onclick=”true”][/vc_cta][/vc_column][/vc_row]