You’re ready to open your storefront and welcome in customers. But no one knows you exist. Here, in the final instalment of this ‘How to retail‘ series, Zelman Ainsworth, Director of Ainsworth Property, shares some key marketing strategies to help businesses attract new customers, tell the brand story and turn your retail dream into a reality.
There’s something about brick-and-mortar retail stores that simply can’t be replicated online. However, in an ever-changing retail environment, successful retail owners understand how the two must work hand-in-hand to cut through the competition. For any new retail owner, a holistic marketing strategy will play a pivotal role in your overarching business plan.
Once you’ve launched your business, it’s important to consider what types of marketing channels you will use. Spend time assessing the market to understand the competition and find your point of difference. Today, businesses need to include a combination of both in-person and digital strategies that leverage social media in order to remain relevant.
Consumer-focused platforms such as Instagram, Facebook and TikTok should factor into a mix of organic and paid content. Curate your content carefully to help customers understand your brand aesthetic. Make use of email marketing, which still remains one of the most effective marketing channels with the highest return on investment. Retail brands will often run competitions to acquire new subscribers and keep them engaged with your brand.
Small businesses can stand out and make themselves seem bigger by investing in a quality website and photography. If budget allows, harness the power of influencer marketing to generate awareness and build credibility in your brand, making sure that the content is authentic.
Kelly Slessor, Founder and CEO of Shop You says, “Local search delivers more than four billion connections to local businesses every month. It is the place where most shoppers start their journey; think of it as the digital shop front, recently coined as ‘digital bricks’. It is the most significant source of organic traffic for shopping centres, retailers and hospitality businesses. Yet less than 15% of retailers actively maintain and optimise their Google Business page, and it is often disconnected from the in-store product without multiple clicks and time spent researching.”
Be locally relevant and immerse yourself in the local community. Brands that can foster an emotional attachment with their customers will have better success over time. Prior to your store opening, contact the local papers and news sites that may be able to generate press about your store’s opening. Host a grand opening, generating plenty of buzz beforehand on social media and invite industry journalists.
Give shoppers a reason to come in. Perhaps it’s an in-store-only discount or gift with purchase? Consider integrating Click & Collect services into your overall strategy.
Click & Collect (buy now, pick up in-store) is increasingly popular with consumers who don’t want to risk missing a delivery, and has the added advantage for businesses to save on postage.
Remember that retail marketing options vary dramatically and it’s possible to find solutions to suit every business type and budget.
