The University of North Carolina at Chapel Hill Brand Challenge
the
project
1. Awareness
Vendors are the businesses who create the specific product, have a local artisan brand, and sell that unique product to a niche market. Low awareness among local artisan vendors in Chapel Hill is a problem. Vendors struggle with having the manpower to spread awareness and lacks digital innovative marketing tactics. Vendors need to increase their awareness and have the chance to improve their chances of their products being added to more retailers.
2. Evaluation
Retailers influence how well a vendor does. Vendors need to make sure they have a reason to be on a retailer’s shelf. Vendors’ target audience is focused on creating more brand loyalty and expanding its brand throughout the community. Using their unique micro-documentary digital display will help deliver more brand loyalty to its niche market of consumers. While vendors have a small marketing budget, they believe that using a digital technique will keep consumers coming back for more. It will increase the vendors’ brand equity for consumers.
6. Purchase
Consumer relationships are the driving forces behind purchases and future purchases for vendors. Because their market is so specific, they have to figure out a way to keep the consumer coming back for more. One of the ways that vendors can keep this long term relationship with its consumers is through its in-store purchase. However, consumers need a reason to buy the vendor’s product. They need to be aware of their unique selling proposition and will succeed only if the consumer becomes loyal and purchases their speciality food item after seeing their innovative, descriptive and heartfelt story about its brand.
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5. Bond and Loyalty
The vendors can only succeed if consumers are able to understand its local artisan product and purchase it. Increasing their awareness and delivering more compelling consumers will tremendously help consumers comprehend what this local company is all about.
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Consumer Decision Journey
The Vendor
The Retailer
1. Awareness
Retailers are businesses that sell products directly to consumers. They just want to sell and clear the products off their shelves. But with the low awareness among local artisan vendors, it can be a struggle to sell that "stuff" for retailers and they need a way to increase sales but also measure their results. Retailers do not want to spend the money to market their unique products in big stores like Southern Season. Retailers need a way to measure the reach and potential reach of their products but lack unique digital media marketing tactics.
6. Purchase
Returning customers and repeat purchases are huge factors that influence how well a retailer does. Their main goal is to drive sales and increase the ROI. Because retailers offer so many products, they have to come up with a unique selling point to ensure the consumers are satisfied and so they continue to increase their sales. This is where the vendors come in and offer unique stories to drive sales. These unique digital displays will create a better brand image for the retailers and will hopefully instill brand loyalty and will drive more in-store purchases.
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2. Evaluation
Retailers decide what vendors or products are allowed on their shelf. Deciding what store to go to and what product they want is a huge decision for customers. The unique digital marketing tactics can influence these decisions because it will create a better experience and can reach future consumers. The in-store digital displays will impact consumers and create a long-term relationship. Consumers want to buy the right products for them and if the experience in a retailer's store is good, they will want to come back. The videos give our target audience a background and will help them find the correct specialty food item for them. The compelling content given to them will create an interactive relationship between the product and consumers; which will benefit the retailers.
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4. Experience
The in-store experience and reviews about the vendors are crucial for each retailer's success. Without an increase in sales and positive brand equity, the retailer would not have a reason to keep the vendor's product on its shelf. Retailers need to continue to increase the brand's awareness and also the Customer Lifetime Value and Customer Satisfaction Ratings. If they want more consumer, the experience in the grocery store needs to be positive. The success of retailers depends on the experience in the grocery store.
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3. Consideration
Each day, the advertising industry becomes more digitally dependent and technologically savvy. The vendor’s website traffic is very important to its success because it is will help drive new and old consumers. The target audience will seek the specific item from either the vendor’s online presence or will go search for the specific item from the vendor and go to a retailer to find it. They will also use physical encounters like the in-store digital displays at the local gourmet retailer and taste-tests. Also going to trade shows will keep the vendors up-to-date on the food industry.
4. Experience
The in-store experience and reviews about the speciality food item are crucial for each vendor’s success. Without an increase in sales and positive brand equity, the retailer would not have a reason to keep the product on its shelf. If vendors want to spread awareness about its product, they need to create a positive experience, taste, cool-looking product and lively environment for the consumer. The future of the vendors depends on the consumers being able to connect with its niche product.
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3. Consideration
As the advertising world continues to take a great presence online, retailers need to have a unique technique to drive more consumers and potential consumers to their store. Although it's difficult to have a lot of marketing tactics for each special product in their store, retailers could use these digital documentaries to increase their consumers and also use the QR code as a way to track and measure their customers. Having a better online presence, more taste testers and a better store experience will increase the consumer market for retailers. Having multiple marketing tactics for the retailer is what could separate them from their competitors.
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5. Bond and Loyalty
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The retailers can only do well if consumers continue to buy the products from their stores. Increasing their awareness and delivering more compelling content about the special items and creating a positive experience for consumers will help ensure bond and loyalty. It will help consumers continue to go back and buy their groceries from the retailers.
Looma's goal is to increase retailers' awareness, consideration and evaluation (the formulation and pre-commerce stages) of its service.