The Power of “Retail”Language

Posted on 23. Jun, 2009 by Jon Bird in retail strategy

As a former advertising copywriter and creative director, I am constantly fascinated by the language that retailers use in their marketing communications.

Particularly at the moment, there is a big focus on ‘price’. Coles talks about “cutting the cost of your shopping.” The Good Guys continue to successfully reinforce the message that shoppers can “Pay less. Pay cash.” Officeworks sign off their ads with “Lowest prices everyday”.

Increasingly though, I am of the opinion that price on its own is just not enough. Shoppers don’t ‘need’ low prices. They need value, which is a combination of the benefits received and the price paid. And the smarter retail marketers recognise this.

Big W*, for instance, has moved from a sign-off of “We sell for less” to “Live big for less”. That’s still just four little words, but it represents a big tonal shift – from a focus on company and price, to customer and outcome. Suddenly the value is clear to the customer – the benefit of shopping at Big W is that you can afford to enhance your lifestyle.

 We’re seeing this kind of change in retail language the world over. Discount department store world leader Wal-mart stuck with “Always Low Prices” for years, until late 2007 when they introduced a new credo in “Save money. Live better.” And Home Depot in the US has recently switched their tagl-ine from “You can do it. We can help.” to “More saving. More doing.”

The very best copy lines don’t only resonate with the customer, but ring true deep within the organisation. US discount department store Target has had a long-time ad theme in “Expect More. Pay Less.” But it’s not just a line; they call it a “strategic filter” by which every action in the retailer is judged. Wal-mart executives say that “Save money. Live better.” is also not just a slogan, but a four-word mission statement.

 If you are going to talk about price, at least do it in a witty, engaging way. Whole Foods, the American organic retailer promote their 365 Everyday Value private label range with headlines such as “Sticker shock, but in a good way”, and “No wallets were harmed in the buying of our 365 Everyday Value products”. Rubi Shoes had a terrific poster line in the window at Westfield Doncaster last year which read: “The worst stereotypes about women and shopping come true at a sale. But if you have a chance of getting a pair of shoes for 50% off the retail price, it might be worth throwing an elbow for.”

The last word in powerful value lines must go to Aldi in the UK. They have been using an impactful campaign theme in “Don’t change your lifestyle, change your supermarket”. When you unpack that piece of communication, it’s an urge to action, it’s a statement of Aldi’s point of difference and it gets across a real consumer benefit.

So think about the language you are using to promote your retail brand. Are you just pushing price? Or are you communicating value? And are you doing so in an exciting, memorable way? If used correctly, words are weapons which can help you win customers over.

Jon Bird is CEO of IdeaWorks, a specialist retail marketing communications company. *Big W is one of IdeaWorks clients. Jon can be contacted on jon.bird@ideaworks.com.au.

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