Last week we discussed about copywriting for advertising and direct marketing. Let’s step up our discussion further about writing for retail and product. Retail advertising is the process by which retailers use store advertising (online and offline) to drive awareness and interest towards their products to generate sales from their target audience. Through advertising, a retailer attempts to influence their audience to take a specific action. Whereas, a product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy. ---- Learn More from Our Website: https://liasidik.com Be sure to follow us: https://www.instagram.com/liasidik https://www.facebook.com/liasidik.branding https://twitter.com/liasidik Or contact our team via WhatsApp +62 89 659 108 869 If you have any additional questions, please leave a comment. Thank You!

1. WRITING FOR RETAIL & PRODUCT
lia s. Associates
WRITING FOR
RETAIL & PRODUCT

2. WRITING FOR RETAIL & PRODUCT
Present the core messages
in a way that fosters strong
rapport with the customer.
Retailing is about making profit, selling
product and want the customer to come back
as often as possible.

3. WRITING FOR RETAIL & PRODUCT
Create a strong sense
of place,of belonging,
comfort & familiarity
All carrying messages as part of the mission
to “delight the customer” and “exceed
expectation”

4. WRITING FOR RETAIL & PRODUCT
Your role is to attract interest
so that the shopper doesn’t
miss the rewarding offers,
promotions or brand
propositions.

5. WRITING FOR RETAIL & PRODUCT
The Hierarchy of Retail Communication
1. External messages: reason to visit the store
2. Welcoming & directional messages: helping them to locate their section
3. Promotional messages: offering alternative
4. Front-of pack: presenting the benefit
5. Back of pack: persuading to buy more

6. WRITING FOR RETAIL & PRODUCT
Value-pricing systems
(VPS)
Hierarchy that arrange their messages into
clever level and categories, with strict rules
that have to be maintained

7. WRITING FOR RETAIL & PRODUCT
Key element of VPS
+ Value Icon
+ Brand Tagline
+ Value Pricing
+ Offer Pricing
+ Special Offer

8. WRITING FOR RETAIL & PRODUCT
3 for 2?
Buy two get one free?
Save 33% when you buy three?
Role: Control the language to ensure that
it remains on-brand is also as succinct and
as clear as possible

9. WRITING FOR RETAIL & PRODUCT
3 for 2
(cheapest item is free)

10. WRITING FOR RETAIL & PRODUCT
Typical in store retail promotion
1. Free samples
2. Voucher & gift certificates
3. Themed campaigns
4. Store card
5. In-store events
6. Bogof & discount
7. Introduce a friend
8. Loyalty promotions
9. Advice & insight
10. Supplier-funded
11. Bargain

11. WRITING FOR RETAIL & PRODUCT
Go for the "wow" factor, try
to give the customer
a reason to purchase

12. WRITING FOR RETAIL & PRODUCT
The Customer Journey
Shopper have similar requirements: want to
locate what they're looking for, present with
choice, pay for it and leaving feeling satisfied

13. WRITING FOR RETAIL & PRODUCT
The messages that guide and
support the customer journey
are essential components
of good retailing.

14. WRITING FOR RETAIL & PRODUCT
Use short, punchy words,
and remembering to reflect
the brand’s personality
at all times

15. WRITING FOR RETAIL & PRODUCT

16. WRITING FOR RETAIL & PRODUCT

17. WRITING FOR RETAIL & PRODUCT
Key element of customer journey
• external signage & window display:
reason to come inside
• store doorways & entrances:
welcome & basic directions
• high-level hanging signs:
locating departments and sections
• mid-level hanging signs:
flagging up promotion and offers
• shelf-edge messages:
flagging up benefits and offers

18. WRITING FOR RETAIL & PRODUCT
Space for copy is severely
limited
Work with the designers and artworkers
to find out what the copy area is for
each specific product, and calculate
the precise word count.

19. WRITING FOR RETAIL & PRODUCT
Front of pack
the brand & product names, descriptors-adv
Back of pack
provide detail & evidence that reassures
customer

20. WRITING FOR RETAIL & PRODUCT
The core element of brand matrix
1. What is core idea,
2. What is the brand vision,
3. What values are associated with this
4. What is it personality like
5. Why should customer believe this

21. WRITING FOR RETAIL & PRODUCT
Get the tone of voice right
lf you are writing the copy for an extensive
product range, define the tone of voice.

22. WRITING FOR RETAIL & PRODUCT
The availability of new brand names is
sparse, so you must check your proposals
for trademark availability before
you show them to the client.
Brand names is like
giving a birth

23. WRITING FOR RETAIL & PRODUCT
Be prepared to fight your
corner to a certain extent.
Explain all of the parameters & restrictions
within which you are working.

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lia s. Associates