OPINION stores look similar – make yours pop . Also , make accessing products as easy as possible .
Get experiential Many customers now want to spend money on experiences rather than ‘ things ’ and this is where experiential retailing can help you stand out . Experiential retailing is where customers do something in your store rather than just buying something . Depending on the type of store , consider running workshops , hands-on product demonstrations , or hosting a live performance . Allow customers to co-create a product or even run a pop-up or interactive product launch . Try to encourage groups of friends to participate and then you can leverage word of mouth and social media .
While events and promotions can help drive foot traffic and increase sales , they do take a lot of time and effort so it ’ s important to get the planning and execution right . Consider the following :
• Be very clear about the purpose and objectives of holding the event . How will you know if it has been successful ? Set realistic and measurable targets and outcomes for every event and promotion so you can build on successes and learn from mistakes .
• Get the timing right so your marketing calendar includes time for promoting events . There is no point holding an event if your customers either don ’ t know about it or find out too late .
• Consider the target audience when planning events and promotions . Is the event to encourage new customers , reward existing customers , promote new products and services , or celebrate a milestone ? What will most appeal to the market you are pursuing ?
• Use social media , email and in-store signage and flyers to advise customers of upcoming events . If the event is newsworthy , contact local media , who might cover the story and get you some air time and invaluable coverage for your store .
Retail greenery The use of greenery can greatly enhance the in-store customer experience . Studies have shown incorporating plants and greenery into retail spaces can reduce stress levels and increase positive feelings for customers and staff . Using greenery outside the store and at the entrance will also attract customers . Consider pots and planter boxes , even vertical gardens .
Collaborative marketing Finally , if you haven ’ t engaged in collaborative marketing yet , give it a try . Collaborative ( or horizontal ) marketing is a purposeful effort among retailers and other local businesses to attract customers to a specific area . By partnering with local businesses , retailers can create a more comprehensive and engaging shopping experience for customers , and give them a reason to visit a specific shopping area , as opposed to a single store . The longer customers stay in an area , the more they are likely to spend , so this type of marketing is a win / win for everyone . Think about :
• Partnering with local businesses : Work with local restaurants , bars , and other businesses to create marketing materials , special promotions and events that attract customers to the general area .
• Cross-promotion : Promote one another ’ s products and services to respective customer bases and expand your marketing reach .
• Joint advertising : Collaborate with other local businesses on advertising campaigns to promote the general area . Work with the local council to explore branding your area . If it isn ’ t already part of a ‘ precinct ’, create your own .
• Community involvement : Get involved in local events and charities to build relationships with the community and attract more customers to the store . This can help you build a strong customer base and drive sales growth over time . �
Dr Louise Grimmer is the founder and principal of retail consultancy Shopology . www . shopology . com . au
May 2023 www . insideretail . com . au | 23