For any brand marketer, the ultimate goal is to leave a lasting impact on consumers' minds. When used effectively, merchandising can be a powerful tactic that can secure a place in consumers' homes and minds. This approach allows brands to deepen their roots and reinforce their presence. It is a well-utilised model across various industry verticals, particularly in hotels, consumer goods, and the automobile sector. These touchpoints and customer experiences extend the brand conversation into consumers' personal spaces, creating a more intimate and lasting connection.
Global Success Stories
1. Coca-Cola: Beyond the Beverage
Coca-Cola has long understood this power of merchandising. From vintage tin signs to branded apparel and accessories, Coca-Cola merchandise has become a staple in many households. The brand’s ability to extend its presence beyond beverages into everyday items has helped it maintain a strong emotional connection with consumers. The iconic red and white logo on a T-shirt or a collectable bottle cap opener serves as a constant reminder of the brand, reinforcing loyalty and recall.
2. Starbucks: More Than Just Coffee
Starbucks has mastered the art of using merchandise to enhance its brand experience. The brand offers a wide range of products, from reusable cups and tumblers to coffee makers and accessories. These items are designed to be both functional and stylish, encouraging customers to incorporate Starbucks into their daily routines. By offering merchandise that consumers can use at home or on the go, Starbucks stays relevant in their lives beyond the coffee shop visit.
Indian Brands Leading the Way
1. Amul: Bringing Dairy Delights Home
Amul, India’s leading dairy brand, has effectively used merchandise to keep the conversation going. Amul’s range of merchandise includes everything from kitchenware featuring their iconic mascot to branded recipe books. These items are not only practical but also reinforce the brand’s association with quality dairy products. By integrating their brand into the daily lives of consumers, Amul ensures that it remains a household name.
2. Royal Enfield: Riding Beyond the Roads
Royal Enfield, a beloved motorcycle brand in India, has expanded its brand presence through an impressive range of merchandise. From branded apparel and helmets to accessories and lifestyle products, Royal Enfield has created a strong brand ecosystem. These items not only enhance the riding experience but also allow fans to showcase their passion for the brand in their everyday lives. This strategy has helped Royal Enfield build a loyal community of brand advocates.
Hotels and Cross-Promotion
Hotels are increasingly recognising the value of cross-promotion and unique experiences to create lasting brand touch-points. Here are some notable examples:
1. Marriott: Collaborations with Local Artisans
Marriott Hotels have partnered with local artisans and designers to create exclusive merchandise that guests can purchase. Items such as handcrafted soaps, local textiles, and bespoke furniture pieces not only enhance the guest experience but also provide a tangible memory of their stay. These collaborations not only support local communities but also reinforce Marriott's commitment to offering unique and culturally enriching experiences.
2. Hilton: On-Site Retail Shops
Hilton Hotels have integrated on-site retail shops in many of their properties, offering branded merchandise such as bathrobes, toiletries, and even exclusive travel gear. By providing these items, Hilton allows guests to take a piece of their luxurious experience home, thereby extending the brand's presence beyond their stay.
Creating Experiences as Brand Touch-points
Crafting unique experiences that guests can carry back home is another powerful strategy. Here are a few examples of how hotels are achieving this:
1. Taj Hotels: Culinary Classe
Taj Hotels offer guests the opportunity to participate in culinary classes where they can learn to cook traditional Indian dishes from experienced chefs. Guests leave with not only new skills but also branded recipe cards and cooking tools, which serve as lasting reminders of their experience at Taj. This immersive activity helps create a strong emotional connection and enhances brand recall.
2. Four Seasons: Bespoke Wellness Programs
Four Seasons Hotels & Resorts have introduced bespoke wellness programs that include yoga sessions, spa treatments, and personalised fitness plans. Guests often receive branded yoga mats, wellness journals, and other accessories to take home. These items serve as daily reminders of their rejuvenating experience, promoting a healthy lifestyle associated with the Four Seasons brand.
Why Merchandise and Experiences Matter
Enhanced Brand Recall: Branded merchandise and memorable experiences serve as constant reminders of the brand. Every time consumers use or see these items, it reinforces their association with the brand, boosting recall and familiarity.
Emotional Connection: Merchandise and experiences allow brands to establish deeper emotional connections with their consumers. Items that are used daily or cherished as collectibles, and experiences that leave a lasting impact, can create a sense of attachment and loyalty towards the brand.
Extended Brand Experience & Cross-Selling: By offering merchandise and creating unique experiences, brands extend their presence beyond primary products or services, keeping themselves relevant and opening new avenues for engagement. This strategy also facilitates cross-selling. For instance, a customer picking up a memento from one hotel that features another property can serve as a reminder and incentive to visit the other location.
Strategies for Effective Merchandise and Experience Branding
Create Practical and Desirable Items The key to successful merchandise is creating practical and desirable items. Whether it’s a reusable coffee cup or a stylish T-shirt, the merchandise should add value to the consumer’s life while reflecting the brand’s identity.
Leverage Limited Editions Limited edition merchandise can create a sense of exclusivity and urgency. Consumers are more likely to purchase and cherish unique and available items for a limited time.
Integrate with Brand Messaging Ensure that the merchandise and experiences align with the overall brand messaging and values. They should carry the brand’s logo and reflect its ethos and story.
Merchandise and unique experiences are powerful tools for brands to take the conversation home and create lasting memories. By offering practical and desirable items that integrate seamlessly into the consumers’ daily lives and crafting experiences that leave a lasting impact, brands can enhance recall, and foster emotional connections.
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