Why articulation matters: lessons from the LFRA Overseas Study Tour

Spending time in Dallas and Florida (USA) with fellow Large Format Retail Association members on the recent Overseas Study Tour was energising and affirming, according to Julie Ryan, CEO, Ray White Commercial CSR.

One of the strongest takeaways for Ms Ryan was the unapologetic, high-impact way American retailers and businesses articulate their value propositions – loudly, proudly, and with absolute clarity.

“Whether it was a gym chain like Planet Fitness or a Large Format Retailer with screaming signage and brilliant point-of-sale messaging, the message was clear: they know who they are, they know who their customer is, and they’re there to serve them better than anyone else,” said Ms Ryan.

Everything from in-store signage to messaging on the packaging and advertising campaigns revolved around customer benefits and it wasn’t subtle. The value proposition was built into the customer’s in-store journey, reinforced visually and verbally, and ultimately it seemed to create a culture of confidence and clarity.

“Walking through Large Format Retail stores felt like stepping into a brand manifesto, We are where you want to be’. It’s culture creation through communication.” Added Ms Ryan.

“One clear difference was how effectively American retailers use point-of-sale to reinforce their message, not just in what they say, but how they say it. There’s a layer of subliminal messaging built into everything from colour choices to shelf tags. The ‘why’ is always front and centre: why this product, why this location, why now. It’s deliberate and disciplined, and it trains both staff and customers in what the brand stands for.”

There was also a noticeable focus on emotion-led selling. Brands weren’t just selling products, they were selling belonging, identity, status, and solutions. Planet Fitness, for example, didn’t just promise gym access; it promised a judgment-free zone where everyone could feel comfortable. That level of emotional clarity creates loyal customers, and fiercely aligned teams.

Back home, it got Julie thinking, Australian Large Format Retail businesses need to be rewriting the rulebook to better articulate their own value proposition, not just to clients, but in how they behave and how they deliver.

“Drawing from the US retailers’ emphasis on clear value propositions, also reaffirmed our own deliberate approach to understanding and meeting our clients’ needs in our business at Ray White Commercial,” said Ms Ryan.

“We work to understand our clients – their store profile, competitors, complementary businesses, goals – and then we go find the right site. If we don’t hit the mark straight away, we learn more about your client’s needs, and that strengthens every future opportunity. We build real relationships, and we reverse-engineer solutions. We don’t sit in the web. We go out and hunt.”

In one up and coming region, for example Julie’s team has 11 Large Format Retailers actively looking for space. “We’ve spoken with economic development teams, town planners, analysed flood data, traffic patterns, long-term zoning potential and not just for current stock, but for underutilised or transitional land,” she said.

This she explains is because often, what looks good on a map may not work in the real world. A site may be perfect from the north, but if customers are coming from the south and have to drive 8km past it and then exit to drive back again on a highway, it’s not going to work. It’s imperative to back solutions that look good on paper but also the ones that will work in practice.

“We don’t just sell sites; we solve for success. That means looking deeper, thinking longer term, and matching opportunity to strategy, not just availability,” she said.

Similarly, she adds, “Understanding the emotional drivers behind our clients’ decisions allows us to tailor our services, ensuring they feel supported and understood throughout the process.”

So yes, the Americans are confident and loud. But there’s something to be said for bold, benefit-driven approach and more importantly, delivering on it.

“It builds trust. It builds culture. And it helps people get what you do and why you’re different,” added Ms Ryan. “As businesses in the Large Format Retail sector, we must articulate our value better and live it. Others wait. We don’t. That’s the difference.”