Within the marketing universe, there is a big difference between service companies and retailers. The first sells an experience, something intangible, a promise. The second sells a physical product, something that can be safe, has texture, has weight, is concrete.
Without delving deeply into each of the characteristics of each one, retailing typically involves a greater concern with a constant marketing and sales process that always brings new customers to the point of sale without killing the margins, which are usually quite low.
So in this post I will list some marketing strategies for retail but also involve the sales area, separating the content between: how to attract customers and how to generate more value from customers.
Marketing Strategies for Retail: Attracting Clients
In a nutshell, to attract your first customers and start a continuous movement, you must follow all or at least a good portion of the items below:
1) Investing in Appearance: The decision to go into a shop / restaurant is something that happens, in most cases, on impulse. In rare cases, most retailers resell products or, even in the case of those who produce their own, differentiation is imperceptible to the customer who does not yet know him.
That's why it's important to give him visual clues that your company has attributes that build trust in desire. At this point, nothing more important than investing and always investing in having a beautiful, current visual identity that communicates well the values of the business.
Being retail, a store where people come in every day, this will also involve keeping the space neat, tidy, fragrant. Of course, the same goes for the staff! Being healthy, tidy and happy will directly influence the willingness of people to enter, meet and consume!
2) Local Announcements: You may have the most laid-back store in the world, but not all of your customers will pass in front of it. So it is always legal, especially at the beginning, but also whenever possible, advertise locally. Usually this is done via plywood, billboards and, depending on the location, even radio!
3) Local Partnerships: Another very useful idea when you are entering a new point is to seek partner with complementary business that are already established the longest and can indicate new customers to your business! A joiner by indicating a key chain that can indicate a good restaurant and so on.
4) Digital Presence: Even retailers need to worry about their digital presence, as currently the purchase decision starts in front of the computer or on the cell phone. Nothing more common than someone looking for "where to buy nails" in Google and go to the store that appear closer. We have a post detailing how to do this, just enter here to see how to advertise on the internet.
5) Service Disproportionately Good: Last but not least, a successful retail is one that creates a remarkable experience for your customers and gains a place in your heart. If you intend to be truly successful, the constant, ongoing and genuine investment of meeting WELL ABOVE THE AVERAGE your customers should be central to the business.
Marketing Strategies for Retail: How to Generate More Value
Now that you've managed to bring your customers inside your point of sale, how to do to capture as much value and interest as possible:
1) Sale Consulting / Educational: The best approach when it comes to helping customers choose and trust in your product is to demonstrate knowledge and patience to understand exactly what it needs and to provide well-structured solution options. Retailers who do this as a focus on customer service take experience to another level and are able to sell more and better! This point is essential as it will broaden the two following strategies.
2) Cross Selling: The cross-selling strategy is to offer customers something complementary to what they have already bought. This is very easy when you have stopped to understand the real need of the person. For example, someone came into your store to buy crockery for a large holiday party and chose a set of dishes. Knowing that it is a special party, you can offer glasses, cutlery, etc. If it were something for the simpler day, you could show cooking utensils and other everyday products.
3) Marked Sales (Up Selling): Similar to the previous strategy, the idea of married sales is also to increase your average ticket, suggesting new products for the customer, usually involving some type of discount or promotion. The most classic case we have in Brazil is the good old Pay 2 and Take 3! This is used since selling beer at parties, going through restaurant menus and even shampooing. With this, you take advantage of an already mapped demand and sell more to the same customer.
4) Organization of the Showcase: Exposing your products to the store directly interferes with the conversion you get. Not only does everything have to be beautiful and get attention as already said, but also should be thought to make the customer walk in the store, see the products that give you more margin and know all the best-selling options. We have another specific post, just talking about how to optimize shop windows.
5) Genuine Concern with After Sales: It is not enough to convince the client to pay you on time. If that product is subsequently disappointing, it will come back, claim to take the money back and speak ill of your business to friends and family. To ensure growth, we must genuinely be willing to help in the future, and, as I mentioned above, to EXCEED ANY EXPECTATION.
Well, these were the top retail marketing strategies we already knew, implemented, and worked! If any of you have called more attention or have other suggestions leave your comment!