For distributed brands, one of the biggest opportunities and threats to business growth is delivering a consistent customer experience across franchised and retail locations. In an increasingly competitive marketplace, more and more consumers value customer experience over price and product when making their purchasing decisions. In fact, 78% of consumers report that they have canceled transactions because of poor customer experience. With so much at stake, how can brands deliver a consistent customer experience at the local level?
Given the challenges of communication across time zones, shifting priorities, conflicting goals, and more, delivering consistency when operating under a multi-location model is incredibly challenging. There are, however, a few things that multi-location brands can do to ensure more unified messaging, on-brand marketing materials, and more consistent customer experiences at scale.
For the world’s most successful multi-location brands, Local Marketing Automation is a major part of the way headquarters supports local affiliates and delivers consistency.
Crafting a superior customer experience is top-of-mind for brand marketing managers and executives. To win customers, create a deeper level of trust, and outpace competitors, brands are in a race to understand consumers’ needs and desires the best and create the shopping experiences that fulfill those needs. They must deliver an authentic customer experience before, during, and after the purchase. Not only that – they need to deliver that same experience every time the customer visits. Why? Because consistency is the key to attracting and retaining happy customers for the long term.
For distributed brands, a consistent customer experience must deliver on the same core fundamentals that exist from one location to the next. For instance, does the Marriott in Albuquerque fold their towels like the Marriott in Kalamazoo? Does a McDonald’s in Cincinnati deliver the same great tasting french fries as their counterparts in Charleston? Likewise, each piece of printed material at every Marriott location — whether at the front desk or in the room — is on brand with the right colors, fonts, and messaging. Billboards for McDonald’s Jacksonville have the same brand feel as billboards for McDonald’s Seattle. From the physical presence of consistency, to the visual, successful multi-location brands keep each customer facing asset reinforcing the brand and it’s promise.
Customers expect multi-location brands to look, feel, and deliver the same great tasting product, service, and experience across all franchise and retail locations. It’s important that these brands deliver an outstanding and consistent customer experience in order to keep customers happy and coming back for more. Companies should look across their whole network of stores or locations and try to glean exactly what the core elements of the customer experience are that they can deliver on time after time in every location.
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Delivering exceptional customer experiences has helped many well-known brands to become the market leaders they are today. It’s no accident that companies like the ones listed below are so often top performers in their categories – they really “get” what a consistent customer experience should be, and know exactly how to create that experience on a local level every time.
Through unified marketing resources, in-store signage, customer service provisions, and more, leading distributed brands deliver consistency across all channels.
How do these well-known brands create such a consistent and pleasant customer experience? A thorough approach to designing and managing the customer experience begins with putting some basic architecture in place for your brand:
To capitalize on consumers’ need for a deeply personalized, unique, and authentic customer experience, national brands must reiterate the importance of consistency to local affiliates and empower them with the necessary resources and tools to develop, implement, and maintain local marketing initiatives and collateral. Enabling your local affiliates to easily stay on brand, deliver effective messaging, and provide the customers with a stable and trusted experience helps to establish consistency while providing a solid customer experience.
With easy-to-use multi-channel marketing templates, asset storage, fulfillment tools, and more, brand teams leverage local marketing automation to translate key attributes of the national brand for local use while adhering to brand standards and guidelines.
In order to deliver a more consistent, high-quality local customer experience, brand management teams must invest in technologies to enhance brand consistency while allowing for local customization. From Marriott to Polaris, industry-leading businesses have adopted Local Marketing Automation to deliver extraordinary customer experiences to their customers.
Are you ready to empower local affiliates to deliver a more consistent and customized customer experience? Download the Local Marketing Playbook: The Templates, Campaigns and Tools That Help Multi-Location Brands Become Local Marketing Champions