The scarcity is real, and for most retailers – the occasional backorder went from a low-grade and fairly infrequent problem to major outages, much of the time, and backorders of 3-4 months are increasingly common. Customer reactions range from anger and frustration to panic that they won’t get what they need. Believe it or not, it’s possible to make the best of a bad situation. A brand’s response to trying situations: returns, backorders, and out-of-stocks, can make or break your customers’ perception. So what moves make sense? First, your customer has an immediate need. So when possible, sell what’s available today (SWAT). Something that can fill that is far superior to a perfect solution that’s available in 4-6 months. You need a reliable inventory system, and a knowledgeable staff that’s empowered and capable to direct customers to the right solution that’s available on hand, or smart website algorithms that can suggest an appropriate alternate product. But what if offering an alternative product is not possible? Then it becomes about managing expectations, communicating early and often, and empathizing with the customers’ likely frustrations. More at: https://www.brandunited.com/article/supply-chain-woes-communicating-customers/
When we create a new brand, or refresh an existing one, we’re tapping into brand clarity, conveying that key, driving purpose. When we’re creating marketing assets on behalf of a client, the brand has to be in the forefront of our minds. With each touchpoint, each interaction, we know that when we’re reinforcing what you stand for we’re going to connect in a much deeper way. So it’s no wonder that branding, and our clients’ brands, are a huge part of what we think about, talk about and write about.
We’ve rounded up this collection of our favorite musings on branding that gives some insight into the thinking, passion and creativity that goes into everything that we do. Enjoy.