Create the Power of One
By Ken Nisch, Chairman - JGA
(An Excerpt from the Asia Retail Congress Presentation, Mumbai, India)
When the inclination is to retrench, react, and do less: Resist the urge! Today's environment challenges us to do more, achieve more, and to hold or even claim market share from your more timid competitors. Through synergy, Think Sync. Harness all of your brand's touchpoints to create the power of "one" - from marketing, visual and environment to customer service and even product. Create one vision, one view, one message.
To do this, the walls that often separate synchronization - internal politics, tradition, and even the fear of hard work - must be set aside. Ultimately, a well-synchronized retailer coupled with an experience that is in sync will leverage the organization's often challenged resources. Whether based on human factors, financial or even creative; can you recover the energy and effort that is not contributing to the brand's goals?
Within the environment, synchronize fundamentals to result in a consumer-centric experience. Are you iconic? Does the brand strengthen your position as the authority in your category? Rethinking the brand can offer an important lift to both your most challenging and loyal customers.
From building Discovery Trails that provide a clear path to iconic sets of moments and events, to using Amplification tools that introduce your brand's "Wows;" clear communication between all of these touchpoints ensures that your investment in time and resources is constantly returned. Color, scale and unity of message sync to stimulate customer impact. Be provocative; add a touch of the unexpected to impress core consumers through the depth and authority of your category while establishing a bold rhythm to your space.
Think Sync is about finding the commonalities. It is easy to think about the differences among customer segments, trends and brands, and even the frequent battleground of promotion vs. brand equity. Discovering the commonalities and putting them in sync will provide ultimate brand building as well as near-term commercial reward.
Make Think Sync your
JGA Named Interior Design Giant
The January 2010 issue of Interior Design magazine included JGA among its 100 Design Giants. Ranked in the Retail Top Five, JGA continues to be recognized among its peers for adaptability in the marketplace and a strong global presence with international clients including Fantasy World (Kuwait), SP Market (Brazil), Cortefiel Group/Springfield (Spain), Automotive Arts (Barbados) and UltraFemme (Mexico).
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Now in its 18th year, GlobalShop returns to the Sands Expo and Convention Center March 10-12, 2010. As the largest store design and at-retail marketing show in the United States, this year's theme of "Your Shopper is the Focus" is aligned with the JGA Shopper Insights session held Wednesday, March 10th. As panel moderator, Ken Nisch welcomed MARS Advertising CEO, Ken Barnett, and CPI Corp. Marketing Director, Shawna Conrad, to discuss how to "Challenge the Boundaries of Consumer Marketing." They explored consumers' unique motivations and how understanding shopper insights break-down well-worn demographic segmentation; all at the heart of consumer activation and shopper marketing. The session illustrated a case history around the highly emotional category of image-capture, photography and how CPI, as leaders in this category have taken shopper insights and translated them into a place for their brand.
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In his presentation Think Sync: Create the Power of One, Nisch described how leveraging branding and communication tools can create one vision for consumers, increasing the brand's impact while maximizing its cost effectiveness. Illustrating how to bring their brands to life, Nisch insisted that experiential environments - from flagships to pop ups - can evoke one seamless consumer message.
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