We truly live in an age of innovation with many tools and strategies responsible for generating a healthy flow of interest in our brands. Although in all the modern magic, the function of your retail store can be overlooked, resulting in many missed opportunities and missed sales. Your retail store can be a powerful marketing tool and we’re here to discuss ways you can leverage your shop front and environment to greater serve your commercial and creative desires.
We eat with our eyes. You have heard it before and it’s no less relevant today. Merchandising is the art of displaying product in a way that best represents the purpose, while also drawing attention to the collection. Shelves, racks, buckets or tables – merchandising can be applied to all spaces and store areas. Imagination is the only limitation of merchandising, with many operators not taking the time and thought to let their product tell a story and ultimately sell itself. There are brands that are known for their quirky and bold merchandising choices, and these spectacles give your customers another reason to visit your store. Create your brand story through merchandising, and enhance your marketing prowess in the process.
Demonstrate your UPS’s
A website or Facebook page will give you a sense of what a brand is. With that said, being inside a retail store and surrounded by the colours, music and community of a brand is a sensory and holistic experience that is hard to compete with. Use your retail store as a way to give your USP’s (unique selling points) a personality so that you are that much more memorable and competitive. Marketing doesn’t need to be communicating a discount or pushing a CTA (call to action). Often, the most effective marketing action is to let your customers immerse and resonate with your presence all on their own in your store.
It can be hard to sign up a new or existing customer to your CRM online, as they typically know what they are there for and have grown accustomed to closing out of yet another window. The benefit of your physical retail stores is that you can engage with them in real-time, and better sell the advantages of being a part of your CRM platform. When they have signed up you can begin to build that relationship and brand story. You can also demonstrate what your CRM entities customers to, whether it’s gesturing to the new season collection that they can have first access to, or going in the draw to win some staple products that happen to be presented at the counter.
Educate your audience
How you create and merchandise your retail store can actually inform more than just a positive reputation. It can also educate your audience. This can be achieved through an innovative seasonal design that highlights the need for products and services that fit with that season, or it could be displaying a gadget as it is designed to be used to spark interest. Customer attention is so fleeting, so whatever owners can do to hold that focus and impart a message or directive is absolutely critical. The best brands do this in a way that is so integrated with their brand identity, that their customers will not even know that they are adopting and expanding the values and style of a brand.
It’s hard to know where marketing starts and ends, but your retail store is well in the thick of it all. Failure to embrace and leverage your retail store could lead your customers into the stores of your competitors, where they could have a positive and memorable brand experience that sparks a bond. Take a look around your retail space and work out what you can do to cut through the noise.