The Brand Value of Chain Stores

My fiance is always saying that she is nervous depositing money to online only banks. She feels that they could simply "disappear" with her money. This is a valid concern, and makes me think of the brand value inherent in chain store locations, beyond the obvious in-store merchandising.

Bricks and mortar stores proves to the world that the institution is:

• Accessible - customers can access them when they need to
  
• Reliable - the business is not going away
• Financially Sound - the business is responsible with money

This is all well and good, but bricks and mortars stores do so much more! Yes, I know, they are there primarily for offering products and services, but let's keep our focus to their impact on the brand.

What's amazing about bricks and mortar stores is that they are big, tangible, and out there in the REAL WORLD. Yes, that's the best part. Creating memorable experiences for customers and potential customers is the most powerful way to impact them. Being in the physical domain with customers is much more effective than being in a separate medium, like advertisements are. Chain stores create awareness more than any other advertising. However, they are very expensive indeed. They must be staffed and maintained.

The key here is to operate these chain store bricks and mortar locations as efficiently, impressively, and as inexpensively as possible. That may seem obvious, but some executives may find it easier to close up shops. One store which understands the value of the bricks and mortar is CVS. It seems their business model is to use the their basic goods to pay for the stores, and make their money on prescriptions.