Why retail campaign execution often gets delayed
Retail campaigns follow each other in rapid succession. Think of promotions for seasonal events, product launches, or special offers. These are accompanied by all kinds of in-store and outdoor communication materials: posters, displays, shelf cards or flyers. They need to be ready on time, in the right format, and in the brand’s recognisable style.
In practice, this proves to be a challenge. The head office develops the campaign concept, but the execution lies with the individual stores. Some stores order too late, others adjust materials themselves or use outdated versions. The marketing team receives many individual requests and spends valuable time making corrections.
Common challenges in retail marketing
- Posters are adjusted locally, resulting in incorrect colours or messaging.
- A campaign starts too late because print materials weren’t ordered on time.
- Different stores use different versions of the same promotional material.
- The marketing team spends too much time on manual orders or explanations.
Retail brands want to act quickly and communicate consistently. That requires a process that combines speed with structure – allowing stores to work independently within the brand guidelines.
One platform as the foundation for retail communication
A Brandportal offers the perfect solution. It’s an online platform where all marketing materials are managed centrally, yet made locally available for customisation and ordering. Stores can independently select POS materials, enter store-specific details or promotional prices, and place orders directly. Templates are pre-set with fixed colours, fonts and logos to ensure brand consistency. Print-ready files are automatically sent to the correct supplier.
The portal also allows you to set user roles and budgets, giving you full control over who can edit or order materials. Inventory management and supplier integrations are also available, bringing communication and logistics together in one streamlined system.
Aligning with current retail trends
Retail is evolving rapidly. Customers expect a consistent brand experience, both online and in-store. Local campaigns are becoming more personalised, while the pressure to deliver quickly keeps growing. At the same time, maintaining brand consistency remains essential. A Brandportal helps you respond to these trends. It enables local personalisation without compromising your brand identity. The platform fits seamlessly into an omnichannel strategy, where print, digital communication and data come together in one integrated workflow.
Retail marketing automation
More and more retail organisations are choosing to automate their retail marketing processes. By standardising workflows and connecting print to central systems, you save valuable time. A Brandportal supports full retail marketing automation — from design to ordering — with fewer errors and greater control.
Centralised management of print and brand assets
Instead of handling separate requests via email or spreadsheets, a brand portal provides one central place to manage brand materials in retail. All stores use the same source for their marketing assets. They order printed materials directly through the portal, with all templates automatically complying with brand guidelines.
The benefits of a Brandportal at a glance:
Retailers already using it
Telecom company
Arvato uses a Brandportal for a major telecom provider to make all in-store materials quickly and consistently available. Each store can independently print updated price cards and order promotional materials, while Arvato coordinates and manages the process. This saves time and prevents incorrect orders.
Eye care brand Alcon
Alcon also uses a Brandportal for marketing campaigns and in-store communication. Their products are available at opticians and pharmacies, where staff can easily personalise and order promotional materials using fixed templates in the platform. Alcon, as the brand owner, maintains full control.
Would you like to try the Brandportal yourself?
Want to see how this works for your organisation? Request a free demo of the Brandportal.
