TOPIC

The store as a brand: how to make it attractive to both customers and brands

The question for department stores is how to strengthen their retail brand while simultaneously selling brands and acting as a brand. Building a retail brand involves values and commitments, a strong retail proposition, and more than ever, making choices to engage with a community of customers.

Positioning the Brand:

• Who we are (culture)
• Why we do it (purpose)
• For what (audience)
• What we do (model)
• How we do it (values)

How these translate in your department store mission statement and strategy?

Branding stands for:

• Customers
• Brands

How to position the retail brand and proposition to differentiate it from competitors?

How to activate the brand to boost customer's engagement?

Boosting the Brand:

• Innovation
• Creativity
• Partnerships

How to strengthen the brand to keep it strong, fresh and in step with customers?

Takeaways

• Click below to read IADS' presentation and takeaways:

The Store as a Brand - Questionnaire Presentation

The store as a brand - meeting takeaways

• Click below to watch the recording of the meeting (Questionnaire presentations) :

IADS Questionnaire presentation (part 1)

IADS QUESTIONNAIRE PRESENTATION (PART 2)

• Click below to read the Liganova presentation:

Liganova presentation

• Click below to watch the recording of the meeting (Liganova Presentation) :

liganova presentation 

General information

• IADS Cross-Functional Meeting #3 - Invitation Letter
• IADS Cross-Functional Meeting #3 - The Store as a Brand - Registration & Questionnaire

• Antitrust guidelines

Timing

Friday 4 June 2021 14:00 - 17:00 Paris time (12:00 pm to 3:00 pm UTC)

Connexion link available soon

Agenda

*Paris time

2 pm - 2.10 pm              Presentation of all attendants and welcome

2.10 pm - 2.50 pm         Review of participants' replies to questionnaire

2.50 pm - 3.50 pm         Guest speaker: Mr Mathias ULLRICH, Managing Director of Liganova, <https://liganova.com/>

3.50 pm - 4.50 pm         Workshop in small groups

4.50 pm - 5 pm              Conclusion and moving forward*

Resources

To be shared soon