Your store, marketing, staff, and products are always communicating. Although your store and your products cannot actually talk to your customers, they can communicate a message just as well as your marketing and staff. “If you don’t know where you’re going, any road will take you there.” These lyrics to George Harrison’s song “Any Road” and they are as true in business as they are in life. Having a clear mission statement will help your store on the right path to communicate your message effectively and efficiently to your customers. The criteria for a good mission statement and a good marketing slogan are the same, they should be clear in communicating the company’s goals and propositions. Without clear direction your marketing, sales training’s, and hiring will be all for naught.
Mission statements often need to be realigned over time as industries such as retail, are constantly changing. Follow the steps below on how to create or recreate a relevant mission statement for your store.
A vision statement defines your store’s long-term goals plainly and succinctly. The vision statement can be used to inspire and motivate your store’s workforce by painting a picture of where the store is heading. This is also a great tool for your management team. If your store needs a reality check, reference the vision statement to get back on track. The vision statement may need to be revised as the industry changes.
A mission statement defines the channel in which your store operates and sets out its main purpose. Your stores mission statement should summarize what you do, how you do it, and why. A mission statement is there to assist employees with where their contributions fit into your store’s objectives. A store’s goal is to sell products, but your mission statement will make it clear for your customers on what you can bring to the table.
“We believe fashion is a business of optimism, and in that spirit we continue to grow and evolve. Free shipping and free returns, mobile shopping and exciting new retail partnerships offer us continued opportunities to serve more customers in more ways with a fresh, relevant shopping experience and inspiring style. Fashion changes. Shopping changes. Our commitment to happy customers doesn’t.”
Nordstrom’s mission statement can be found on their website. They clearly state where they sell their products, how they sell, and why they are selling them, while staying true to their roots as a classic retailer. Use this example and craft your mission statement today!