6 Marketing Tips to Get People Into Your Store...And Keep Them Coming Back Over and Over Again! [Par
- Get Your Brick n' Mortar Store Online
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Customers are using Google, Yahoo, Bing and other search engines to hunt for specific information and solutions to their problems and questions - information that YOU (your business, your products, yourself) can provide. Will they find your retail business, or just your competitors?
Does your business have a website? (Yes? Read next line. No? Scroll down.)
Yes? Great! Did you know that local search is likely to drive the majority of your online and offline traffic? Add your business to the local listings section of major search engines so people can find you.
Here's a checklist to add your business/website to:
* Google's Places
* Yahoo! Canada Local
* Canadian Business Directory
* Ask City Business Listings
* LocalSites
* Yelp
* Yellow Pages
* 411
Including your business website on these sites listed above will make it easy for people to:
* Find your business online
* Find directions to your store
* Refer their friends and family to you
No? Get one. Websites compliment any business and increases your sale opportunities by getting you added exposure that you would not have without a website.
Businesses nowadays are expected to have an online presence.
Websites are accessible 24 hours a day and work for you even when you or your staff are not around. People can visit your business' website and learn about your products, your business, how to get in touch with you, and even purchase your products.
Having a website doesn't need to be expensive or complicated - start with a simple two or three page website, then add information and functionally at your own pace over time.
Still not convinced that you need a website?
A recent Statistics Canada survey found that online sales are booming and increased by $2.3 billion since 2008. Even if you don't offer online sales, the survey found that 69% of people who browse for products online will end up going to the physical store to make a purchase!
No matter what your retail store specializes in, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you and why your products are a fit for them.
Having a business website is a great channel to educate your customers, but did you know that social media can also help out with this? Social media provides businesses with a vital medium for building awareness and getting people involved in your store, brand, and lifestyle. Try setting up personal accounts for your business on online platforms like Facebook, Twitter, YouTube, Flickr, LinkedIn, and relevant forums.
Besides using social media to educate your customers, you can also upload images of your new products on sites like Facebook, Twitter, and Flickr with links back to your website. You could also make a short video about your business or a how-to product demonstration and upload the file to YouTube.
Try using social media to offer exclusive discounts, interesting links and other content to inspire consumers to engage with your store's social media profiles. This encourages prospective and existing customers to spend time interacting with your store/brand, sharing your content with friends, and visiting your store. - Do "It" Better Than Your Competitors, Whatever "It" Is
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Many retailers make the very understandable mistake of believing more is better - but they're wrong. Trying to be great at everything will result in being good at nothing. Even worse, spreading yourself too thin also can impact your bottom line negatively through direct and indirect costs.
Specialize your business and focus on doing one key thing better than your retail competitors.
Simply put, do less. (And do "it" better than your competition). Your retail business will be vastly more successful if you specialize in one key thing. Next time your customers need the lowest price or seek knowledgeable advice - whatever "it" is - they will go straight to your retail location because they know YOU (your store, your product, yourself) can resolve their problem or satisfy a need. You might even get referral traffic from your customers recommending your establishment to their friends or family looking for similar things.
Think of the type of customer that walks through your store doors and think about what they value. From there, pick a unique selling proposition that you feel will be positively received and valued by these retail visitors. Then, figure out how you can do "it" in an extraordinary way to drive the behavior/action you're looking for out of your customers and blow your competition out of the water.
Here are a few ideas:
* Be known as the [store category] with the lowest prices in town
* Build a great reputation through providing top notch customer service
* Develop loyalty by establishing yourself as the expert in XYZ products
* Attract wealthy customers looking for top-end quality by having the best quality products
* Establish yourself as the [store category] with the most unique/quirky/never-seen-before gifts
Or do something your competitor doesn't do such as:
* Provide product demonstrations (educates the customer about how the product is the right fit for them
* Carry only eco-friendly and fairly-traded goods
* Let your customers test out or handle/touch a product outside of the packaging
* Hand out branded samples (pens, key chains, soap, etc. all can have your company name, phone number, address, website on it - get creative
* Offer loose leaf tea to customers (a great first impression that encourages customers to linger in your store)
Whatever "it" is though, ensure it is 100% relevant to your customer and you deliver it consistently. The last thing you would want to do is confuse your customer with mixed messaging and not fulfilling their new expectation of you. Confusing your customer is equivalent to trying to be the best in everything and being remembered for nothing. - Don't Pursue Your Customers - Attract Them
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What happens when a beautiful woman or handsome man walks into a crowded room? People look at them. On impulse, some of these people will even walk over and strike up a conversation with a complete stranger simply because they are drawn to them. Attractive people are just that - they attract attention and gain the interest of others.
What does this have to do with getting people into your store? Well, you can use the power of attraction to attract people through your retail doors.
Improve the overall look of your store (store front, décor, environment, product, packing, displays) into something attention-grabbing. You can also transform your store's ambiance into a more pleasing customer experience. The benefit of making these changes are that you can attract passer-bys, window shoppers, customers, referrals, and ultimately more sales.
Try using a window display with well-placed lighting, colourful awnings, banners, and other objects to help your retail business stand out from the rest. Does your retail location lack windows? Try looking at the flow of traffic into your store - are there any areas that are a focal point for customers? Also, never underestimate the importance of good lighting. Having a well-lit interior makes customers feel welcomed and can even affect how long they linger inside. There are tons of engaging ways to arrange merchandise and bring attention to products or specials. We will cover merchandising tips in detail in a future Retail Success article.
Once transformed into an alluring establishment or engaging experience, your business will benefit from an increase in store traffic. You will also notice an increase in repeat customers as attraction tends to have a lingering effect that will cause people to return again.