Today more than 56% of global consumers say stories about a brand influence their purchase decisions. What does this mean for retailers? If you’re not providing a platform for brands to share their stories, you could be missing out. That’s because consumers are seeking out connections to the brands they bring home and purchasing products that not only taste delicious but also have an interesting (or even, inspiring) story to tell.
Effective brand storytelling also increases the perceived value of a product by up to 20 times and helps brands connect on a deeper level with consumers — which in turn leads to loyalty and repeat purchases. What’s more, retailers who stock brands that make a positive impact on society or the environment can also elevate their brand in the eyes of consumers and help promote their mission.
“More and more, consumers are caring as much about what the product is, as why the product was made,” said Ben Friedland, a retail marketing veteran who has worked for Whole Foods Market, Lucky’s Market, and currently, KeHE Distributors®. “Telling these stories helps validate the mission behind the brands, inspires consumers to purchase, and brings them back to the store to discover more.”
So how do retailers tell brand stories? Here are four key tactics to help bring a brand’s story to life:
- In-Store Events offer a unique opportunity for brands to interact face-to-face with consumers and share their stories themselves. For new and emerging brands, this can be a game-changer. For retailers, events can encourage consumers to visit stores — and keep them there.
- Social Media Channels are a great way to connect with consumers and send specific messages to targeted audiences. What’s more, on social media, brands can tell the long version of their stories and use video, animation, and images to capture attention and make it even more memorable.
- Employee Training is crucial to this mix. When employees know about the brands on the shelves and feel confident talking about them, they can be impactful storytellers. This all comes down to training and giving employees the tools (or in this case, the stories) they need to be successful.
- Point-of-Sale Signage (POS) provides the perfect avenue to communicate a brand’s story, highlight differentiators, and entice consumers to purchase a product. From shelf tags to floor decals to one-sheeters, POS comes in many forms (and all sizes) and is an effective in-store storytelling technique.
Every retailer can use storytelling strategies — but some sectors, in particular Fresh foods (e.g., cheese, meat and seafood, bakery, bulk and deli), can benefit even more.
“The highly curated specialty products in Fresh have rich stories to tell,” Friedland said. “There are stories about women and minority-owned businesses, generational recipes, humane treatment of animals, environmental stewardship, and so many more — and they all need to be told.”
For instance, a Fresh brand with a story to tell is True Story. The family-owned farm and business is a brand on a “journey for better” that is committed to doing things differently by improving the welfare of land, animals, farmers, and families. True Story is able to connect with consumers through transparency and a clear articulation of their story that resonates with shoppers across the country.
Another brand in the Fresh portfolio that has a rich story to tell is Point Reyes Farmstead Cheese Company, a small, family-run dairy farm and cheese-making phenomenon in Northern California. The company’s story began in the early 1900s and since then their herd and reputation have grown. They have become a great example of how a brand’s story can continue to develop over the years and become more than just a product to generations of consumers.
We all know that today’s consumers crave high-quality, great-tasting food but they also want to know the stories behind the brands. It’s up to retailers to shine a light on the products they put on their shelves — and also in their best interest because brand storytelling can positively impact retailers’ bottom lines.
To learn about the new KeHE Fresh Marketplace™ and preview Fresh products in the catalog — including True Story, Point Reyes Farmstead Cheese Company, and many more, please visit: https://www.kehefreshmarketplace.com/.
