Marketing a retail store is a skill that you want to perfect. A business owner must become an expert in retail marketing to secure local market share and grow. Brick-and-mortar stores have dynamic competition locally and online.
Here is how to start retail marketing to elevate your physical store and catch more customers’ eyes.
The Goal of Retail Marketing
Retail marketing aims to bring consumers into retail locations. After consumers enter a retailer’s doors, in-store marketing converts them into customers.
Set Up a Basic Digital Marketing Campaign
Digital marketing is where retail marketing occurs. It uses web design, website selling, social media, and email marketing to promote specific products and services. Each platform or channel under digital marketing comes with a different strategy and techniques to apply.
Print Advertising Is Dated But Can Still Work
Print advertising refers to brochures, flyers, and paper-based ads you send to customers or offer visitors in-store. Offline advertising like this may not be as effective or direct as online. However, it can benefit a local retail store and create marketplace awareness.
Paid Ads Provide Instant Recognition
As you build your reputation and organic marketing efforts online and offline, paid ads get instant attention from your target audience. Paid ads on social media, Google, and local newspapers or publications let people know who you are, what you sell, and where to find you.
Use Digital Signage
Digital signage is bright, colourful, and interactive. It’s a modern, innovative way to showcase your retail business. Digital signage includes menu boards, video walls, interactive digital signage, and smart kiosks. You can also make electronic ads, freestanding displays, digital shelf displays, and touchscreens. Use digital signage software to create these designs for your store.
Have Accurate Information Online
If a consumer has not visited you, they will likely go online to see your address, phone number, and contact information. Ensure your company’s information is correct on Google, Yelp, or another directory. Any mistakes should be corrected as soon as possible.
Your Brand’s Story Is The Heart of Your Marketing
Many marketers sell individual products, product lines, or categories. Brand story is real value. You want to share this and create storytelling from it. Your story humanizes your brand and resonates with someone.
Use Promos and Discounts Wisely
Promos or discounts are sometimes provided to customers who sign up for email marketing or like something on social media. This may be the nudge some customers need to purchase and help you find another sale.
Create an Online Product Catalogue
A strong recommendation is an e-commerce store where customers can buy or order products for pick-up. Online shoppers shop or pre-shop. They want to compare prices and check reviews. Even if you aren’t interested in selling online, have a product catalogue for potential customers to review.
Launch Sales During Seasonal Highs
A retailer wants to host a sale during peak shopping times. Sales cut prices and attract on-the-fence customers. Market such a sale with external signage and foot traffic wherever you are located will attract more attention.
Set Up Gift Cards That Promote Your Store
Gift cards are an excellent marketing tool for start-up retailers. They promote your store while also acting as an in-store credit. You can send them to email subscribers, social media followers, contest winners, and more.
Price Your Products
Pricing says a lot. When setting a price for a product, factor in profitability, competitor pricing, perceived value, and market demand. A high price communicates exclusivity and luxury. A low price demonstrates affordability. Consider what pricing strategy works best for you.
Define Your Loss Leaders
Deeply discounting a product can draw people into your store. Once there, they are more likely to buy more than just that single product. Consider what you can afford to part with for loss leaders. Think of what products, when discounted, would bring in the most people.
Retail Displays and Effective Signage
In-store marketing uses displays, digital signage, and paper-based signage to guide customers through their visit and conclude with a sale. All displays and signage should be clear, attractive, and visible. Ensure promos, prices, and key product details are featured where appropriate.
Host In-Store Events
Seminars, fashion shows, celebrations, or monthly events attract people. Hosting a new event once a month may be a good idea so you have enough time to promote and organize it fully.