As a retail entrepreneur, it can be easy to hit a slump and feel frustrated when sales are down or if you’re just not getting enough foot traffic.
It’s time like these when it’d be great to consult with a retail marketing expert and get help turning things around — even if it’s just for a single piece of advice that you can put into action right away. Fortunately, we’ve done the legwork and collected 10 pieces of advice from retail experts for that exact purpose.
Below, you’ll find 10 takeaways from some of the most renowned names in retail marketing and branding. These experts were kind enough to offer their answer to one big question:
“What is the #1 retail marketing technique merchant can use to get the word out about their brick-and-mortar store?”
The tips and insights listed below pack a lot of punch, but will only work if you pick one and put it into action.
#1. Give People a Strong Reason to Visit Your Store
“The #1 thing retailers can do to better market their brick-and-mortar stores is to give people a reason to go to their store. I have seen shops that hold exclusive events, limited and only available items in stores and use online coupons to use in-store only to promote their stores.”
#2. Focus on How You Sell What You Sell
“Assume that no one really needs what you sell, because they probably don’t. In a little over 25 years, we’ve gone from an economy based on scarcity of goods and services to one that offers unimaginable abundance. There’s very little you can sell that can’t be gotten elsewhere. Focus instead on how you sell what you sell. Completely differentiate your customer experience and make sure it’s remarkable. Products come and go but there will always be a market for truly remarkable experiences.”
#3. Sweat the Small Stuff
“Sweat the small stuff – design your customer experiences to bring your brand to life in the finest of details and deliver on them with excellence to express your brand in every customer interaction.”
Denise Lee Yohn, Brand-Building Expert, Speaker, and Author of “What Great Brands Do”
#4. Never Stop Researching
“Never stop researching. Research your inventory sell-through and vendor sell-through. Research your competition and research their customers. Research your customers and the customers you want to gain. Research your employees before hiring, and research selling techniques and customer service care to help them succeed. The list goes on and on. Very simply, always research what you can do to improve your sales, your marketing, your merchandising, your employees and even yourself. Never stop researching.”
Nicole Leinbach Reyhle, Founder and Publisher, Retail Minded
#5. Motivate Customers to Take Action
“Holiday shopping engenders a feeling of urgency. Customers have a limited time to get their lists from loved ones and check them off. It’s a unique time to entice them with items that are uniquely packaged for this special time of year. You may stock your store with exclusive gift sets (like Sabon bath and body products), limited edition collectable pieces (like Build-A-Bear workshop items with Disney’s Frozen and Marvel’s superheroes), as well as limited time collaborations (like Bauble Bar X Anthropologie).
Be sure customers feel that they are limited by time and inventory, so they are motivated to take action. As long as your brand has a clear message, because of the timeframe that they’re there, this urgency only enhances the experience and stresses to the customers that they need to get it now or they won’t have an opportunity to get it again, at least, not in the same kind of way. That’s key.”
Melissa Gonzalez, Founder, The Lion’esque Group, and Author of “The Pop-Up Paradigm”