The correlation between brand contact process & internal marketing.
Image 1: Woolworths Logo
Brand contact planning is vital to any organization as it can ultimately shape the perception that consumers have of a brand. How products, services and marketing affect consumers can be the make or break between consumers purchasing a product and thereafter returning to purchase another. When we look at brand contact planning, internal marketing is vital to this process as communication between staff and consumers are very important. If a brand wants its business to be perceived in a certain way, it is imperative that the staff behind the brand understands this perception and lives it. Businesses who have a positive relationship with its employees are business that thrive in the market.
In South Africa, a company that has very successfully managed their brand contact planning is Woolworths. They are a brand that effectively looks from the outside in, meaning that they focus on what their consumers want and not what they think their consumers should want. The brand offers clothing, homeware and food that is of exceptional quality. Woolworths strives to be "The Difference" in everything that they produce, advertise and offer (Woolworths Holdings Limited,2015). The reason they are successful is because of their employees. They are all dedicated to not only be good enough, but to be exceptional (Woolworths, 2017).
Image 2: Woolworths Careers.
The Woolworths brand is a brand that is employee focussed. The brand is dedicated to inclusion and diversity in the workplace, something that is vital in South Africa. Their philosophy and DNA is something that is translated in every customer related query as well as in every decision of every employee. When you have a query or complaint at Woolworths it is often reciprocated with a voucher or hamper. Their products are of superior quality and their marketing of their products are unlike any other grocery store in South Africa. It is high end, modern and delivers on the brand's values in all areas. Although the contact points vary in certain geographical areas, the brand never falters on its promise to deliver quality (Woolworths Holdings Limited, 2015). The reasoning behind this success can be attributed to the fact that Woolworths offers incredible incentives and opportunities for their employees (Woolworths, 2017).
Image 3: Green star award.
Woolworths has a set of values and longterm goals that are inspiring to not only consumers, but they serve as motivation to employees. They strive to offer quality, value, great service, innovation, energy as well as sustainability. These values are things that employees can be proud to be part of. Their good business model is an initiative that Woolworths are known for and the company plans to give R3.5 billion to communities, save 500 billion lires of water, source all energy from renewable source as well as achieve transformation in the workplace (Woolworths, 2017). These goals are big, but as an employee this is something to be proud of. Not only is this brand focussed on giving the best to their consumers they want to help the environment as well.
Video 1: Woolworths, the Good Business Journey.
In order to be successful, It is vital to any brand to have happy employees that live out the brand mantra. Satisfied and fulfilled employees with in turn result in positive brand contact in all areas of the business whether it is customer related or even in a product. For example, if the designer of a jacket is fulfilled in their jobs, that staff member will go to extreme lengths to ensure the jacket is of superior quality and of best value to the consumer. This is what Woolworths have successfully managed to achieve. Happy employees that live out the Woolworths brand in everything that they do.
Resources:
https://careers.woolworths.co.za
http://www.woolworths.co.za/store/fragments/corporate/corporate-index.jsp?content=../five-ways/fiveWays&contentId=cmp204261
http://www.woolworths.co.za/store/fragments/corporate/corporate-index.jsp?content=../five-ways/fiveWays&contentId=cmp204259
http://www.woolworths.co.za/store/cat/_/N-nmexhj
Visual references:
Image 1: Woolworths Logo. Available at: http://www.saee.org.za/eawards.aspx
Image 2: Woolworths Careers. Available at: https://careers.woolworths.co.za
Image 3: Green Star award. Available at: https://www.gbcsa.org.za/news_post/woolworths-palmyra-store-receives-south-africas-first-5-star-retail-tenant-green-building-rating/
Video 1: Woolworths, the Good Business Journey. Available at: https://www.youtube.com/watch?v=CpFUCb0YwAg&list=PL36D950224B2081D7
