By Marla Kott
Retailers understand the importance of branding and promoting an image for their stores. Most retailers spend time and money promoting their image, a concept that includes everything from designing logos to running ad campaigns, to producing shopping bags. They strive for an image that conveys professionalism and quality; one that is carefully created in store designs, layouts, and merchandising concepts. Sales associates and employees are also an integral part of the branding program, and identifying them with name badges allows the staff to be introduced to consumers as representatives of the store brand. Otherwise, that carefully cultivated store image can be undermined when the sales associates greet customers without the proper identification tools, such as customized and personalized name badges.
Personalized identification & branding tools
In a recent market research survey conducted by Social Science Research Solutions (SSRS), 96 percent of consumers stated that it is important to recognize a person by name when doing business. Nearly three out of five customers (59 percent) of those surveyed said that they were more likely to shop in a store where they knew the sales associates by name, title, and area of expertise. In addition, more than half claimed that they buy more merchandise and visit a store more often when they have a relationship with the sales associate. Finally, two thirds of those surveyed stated that knowing the names of store employees helped in building a relationship with the retailer.
When store employees wear a name badge identifying who they are, they are in essence making a personalized introduction to the consumer. It is similar to a personal greeting or handshake, or the exchange of a business card. This identification clearly establishes a pathway to developing better customer relations, as well as generating more sales and frequent store visits. Consumers like to be acknowledged when shopping in a store, and they also have the need to quickly and easily identify store personnel. Nothing is more frustrating than accidently asking other customers in the store for help in locating an item or making a sale.
Branding with color & design
In addition to being utilized as a personalized identification and branding tool, greater emphasis is being placed on the color, design, and custom fonts of name badges, since they speak to the personality of the retailer. Color is a big part of the branding story, and 95 percent of companies tend to use one or two colors when creating name badges. The colors that companies are most likely to select are in order of preference: blue, black, red, or yellow. Red is an energetic, powerful color, and it is often used by the retail industry. The typeface and colors selected for name badges also says a lot about the company and the wearer.
Name badges help ensure that the face-to-face connections that your sales associates make are memorable. They help to make sure that customers keep coming back.