He retail Marketing focuses on creating a good shopping experience for the customer in your store, whether physical or virtual, to boost their sales.
We are not talking only about the decoration or design of your site or premises, but about an atmosphere and a service that arouse emotions and stimulate the purchase and promote loyalty.
Importance of knowing your customers
The strategies of retail Marketing should be based on the knowledge of your customers, to identify how you can add value to them and what is the best way to communicate with them.
These strategies must involve all the aspects that can turn your purchase process into a pleasant and unforgettable experience, from the aromas in a store to the speed of the payment process in a store online.
In both cases, the purpose is to make the customer spend as much time as possible in the store so that you have the opportunity to promote your products and encourage them to buy.
He retail Sales floor marketing, for example, will take into account aspects such as ensuring that customer traffic is fluid and that merchandise is continually moved or renewed.
At retail marketing online, the focus is on the usability of the website, which includes the speed of loading the pages and the filters that facilitate the selection, as well as functionalities so that the client can add the items of interest to a shopping list and compare them between them, or to be presented with suggestions for similar products or others that can be combined with the chosen ones.
The 4 Rs
The focus of your strategy should focus on the so-called 4 Rs of retail marketing:
- Relationship, which refers to the attention given to customers to build trust and loyalty.
- Relevance, which is offering customers a shopping experience in which they see products as solutions to their specific needs and problems.
- Reward, which seeks to create loyalty through programs that reward your frequent purchases, such as discounts and promotions.
- Cost reduction, which focuses on customers being able to make their purchase with minimal effort both in the selection and in the payment process and the delivery service.
With the use of technology, it has been easier to obtain information about customers to personalize as much as possible the messages that you want to convey and the experience you want to provide them at the point of sale or in a virtual store.
Examples of successful strategies
Five strategies retail Marketing that combine traditional efforts with new channels to interact with customers are:
- Integration of the customer’s shopping experience in a physical store with the store’s website so that they can complete their purchase online.
- Campaigns in which store visitors are invited to share their experiences online, so that these contents serve to generate organic traffic.
- Collection of customer data through all contact channels to be used in the personalization of future interactions.
- Use of the location functions of the customers’ mobile devices to offer them options of the closest physical stores in case they prefer to complete their purchase once they have seen the product in person.
- Taking advantage of email Marketing to deliver printable offers or promotions to customers that they can use in the physical store to increase visits and sales.
The customer has a better shopping experience when you let him make his own decisions without feeling pressured, but also when he is carried away by the emotions that personalized attention awakens.
Be creative in your strategies and create campaigns in which you take advantage of the omnipresence of mobile devices to establish a relationship with your customers through all available channels.