Branding - is it for me?

The role of branding in retailing, catering and hospitality should not be underestimated. In today’s competitive market, a strong image and recognisable brand can lead to customer loyalty, increased sales and greater profits for your business. Investing in your marketing can be a very wise decision for your long-term success.

TEFCOLD’s custom-branded commercial refrigerators can play a key role in your marketing strategy. They help your business stand out from the crowd, enhancing product visibility and enticing customers to purchase from your chilled or frozen ranges.

With a range of options including branded sign panels, door decals, end decals and superior quality prints, a unique and recognisable commercial refrigerator will make a striking impact on your customers.

Brand recognition 

Brand recognition is an important tool in business; it allows customer to differentiate particular products over other similar items and will eventually lead to a preference for that product, resulting in higher sales.

Customers will learn to recognise a brand and the qualities associated with it through consistent repetition of its messages. This will be a combination of visual messages from print or TV advertising, social media posts, packaging or signage. A custom-branded commercial refrigerator is another route to reinforce a brand’s logo and messages, and, conveniently, one that’s positioned right at the point of sale.

Consumers are very visual, and eye-catching colours and logos can draw attention to products or areas of a retail setting that could have gone unnoticed. As well as reinforcing marketing messages from elsewhere, strong visibility will help promote a specific range and can increase the likelihood of impulse purchases by attracting customers towards products they might not have considered.

Customer trust and loyalty

The look and feel of your retail setting says a lot about your business. A well-presented store that feels organised and looked after not only helps a customer find items, but demonstrates that you care the quality of your products and the service you provide. This can be critical in a customer choosing to buy from your business rather a competitor’s.

Branded equipment can have a significant impact on customer trust and loyalty by presenting a consistent and professional image. A branded refrigeration unit draws customers over to specific products, while simultaneously enhancing the wider environment in your store. If your business has a polished look, you will create an image of good quality and reliability.

A customer might feel suspicious of a retail setting that’s disorganised, untidy or uses scruffy or out-of-date posters and signage. It can send a message that its managers don’t invest in the quality of their service or products and could discourage a person from returning.

Competitive advantage 

Custom branding can differentiate a business from competitors by creating a unique shopping experience that will encourage customers to return again and again.

A strong visual identity and image will help customers develop a positive emotional connection with your business; in short, if they have a pleasant experience that makes them feel good, they’ll be more likely to come back.

A clearly branded refrigeration unit will immediately signpost your products to a customer and help make their trip easier. A customer who walks into your store and quickly find products that meet their needs will feel more satisfied than one that spends precious time walking up and down aisles or rummaging around in refrigerators.

If your branding includes additional details about a product, for example a specific dietary benefit, or a website address or QR code to access further information, this, again, will be helpful for customers and add to their positive experience.

Coupled with the reassurance a customer receives by buying from a professional, high-quality brand that invests in the quality of their products, this will increase the likelihood of a positive association being built.

Cost-effectiveness 

A branded refrigeration unit offers big-impact advertising at a relatively low cost, that can ultimately lead to significant growth in sales and revenue.

For a comparatively small initial investment, your business will benefit from a prominent and long-lasting method of promoting a brand to customers. The large, bold imagery will have a strong visual impact on a high volume of customers, without taking up additional shelf space or cluttering up your store.

How can TEFCOLD help?  

Investing in custom-branded refrigerators is an excellent way to support sales in your retail setting. As well as showcasing products and increasing impulse purchases for the items stocked in the refrigerator, it can enhance the image and reputation of your business whole. This, in turn, will lead to long-term customer loyalty and increased profits for your store.

TEFCOLD offers a wide range of fully customised branding solutions for your refrigeration units, and our experts can offer advice on the most effective options for your business in terms of both cost and impact. We use the latest technology and the highest quality materials to ensure your branded unit is durable, long lasting and doesn’t need to be replaced before you are ready.

If you’d like more information about how our branded refrigeration service can enhance your retail business, why not call us on 01332 850090 or email sales@tefcold.co.uk.