There are two types of people in this world: those that love to shop, and those that hate to shop. I would say I’m more of a hater than a lover myself, but we all have to do it from time to time.
In today’s consumerist society, we are bombarded with messages urging us to buy various products. This constant barrage makes retail marketing incredibly difficult. Retailers constantly struggle to grab attention and persuade potential customers to make purchases, either online or in physical stores. With the significant shift towards e-commerce, businesses with physical locations may be facing difficulties. Big Commerce reports that 51% of Americans prefer online shopping, and a staggering 96% have made at least one online purchase (which isn’t shocking!). So, how can retailers with physical stores attract customers? Traditional methods like securing a prime location, distributing flyers, or advertising in local newspapers are no longer sufficient. But don’t fret! We’ve compiled 11 effective retail marketing strategies to boost your sales both online and offline. Let’s begin with…
#1: Implement Top-Notch Google Shopping Campaigns
With a staggering 3.5 billion searches searches on Google every day, it’s undeniable that people use it for shopping. From researching product reviews and store locations to enjoying the ease of online ordering, Google has become the ultimate digital shopping companion. Therefore, it’s crucial for retail marketers to leverage Google shopping PPC ad campaigns. These campaigns allow retailers to sell products directly on search engine results pages (SERPs), making them valuable regardless of a physical store presence. Even if you’re already running these campaigns, consider these additional strategies to maximize your SERP sales…
Group Shopping Campaigns by Top Sellers
When structuring your Shopping campaigns, group products with similar price points together for easier budget allocation and adjustment. By grouping your top-selling items, you can effectively capitalize on online sales. Want a deeper dive into Google Shopping? Grab our free guide and discover how to build high-profit campaigns!
Use High-Quality, Crawlable Ad Images
This may seem obvious, but the importance of high-quality ad images is often overlooked. These images are your initial opportunity to captivate potential customers. A quality image should have minimal grain, sharp details, and a clean white background to emphasize the product. Equally important is adhering to Google’s image guidelines. For non-apparel products, they recommend images of at least 100 X 100 pixels, while apparel items require at least 250 X 250 pixels. The image URL should begin with http or https and be encoded according to RFC 2396 or RFC 1738. For detailed information on technical specifications to ensure your images appear flawlessly on SERPs and are crawlable, refer to this resource.
Showcase Merchant Promotions and Product Reviews
In the fiercely competitive retail industry, positive reviews are invaluable for building trust and standing out. While this relies on offering high-quality products, it’s crucial to display those glowing reviews prominently. Why? Because reviews influence purchasing decisions. 88% of consumers reveals that online reviews are trusted as much as personal recommendations. So, how can you leverage reviews within your shopping campaigns? Here are two effective methods…
- Leverage Merchant Promotions: This allows you to add tags like “Special offer” to your shopping ads. Setting this up involves a few steps, including completing the merchant promotions interest form and either using the +PROMOTION tool or setting up a promotion feed. Ensure your promotions adhere to the steps here for approval.
- Implement Product Ratings: You’ve likely seen those star ratings beneath products on SERPs. To display these for your products, you’ll need at least 50 reviews from Google’s approved third-party sites. Explore the list of approved third-party sources here and actively seek reviews on these platforms to enhance your SERP presence.
#2: Offer Shoppers Incentives to Visit Your Store
Imagine this: I’m snuggled up in my pajamas, snowed in by a classic New England blizzard. Do you think I’m braving the snow to visit your store when I can find a similar product on Amazon Prime, delivered right to my door by tomorrow afternoon? The convenience of online shopping has undoubtedly impacted retailers with physical locations. However, many still prefer in-person shopping to physically examine products and try them on, avoiding the hassle of returns. Sadly, these advantages alone might not be enough to lure customers away from their comfy couches. So, what’s the solution? Retailers seeking increased foot traffic need to provide compelling reasons for customers to visit their stores. Consider offering exclusive in-store discounts. Lululemon consistently entices me with their free yoga classes held in their stores. Take a look at their recent Facebook post below.
This is a brilliant strategy to attract customers with a free, brand-aligned offering while surrounding them with tempting new yoga apparel. Consider a similar approach and leverage your social media platforms to spread the word.
#3: Maximize Social Media Targeting
You probably have an existing social media presence, but if you haven’t ventured into social media advertising, you’re missing out. Platforms like Facebook, Instagram, and Twitter offer incredibly precise targeting options to reach your ideal customer base. Let’s illustrate with an example. Imagine you sell wedding dresses in Boston. You have a clear understanding of your target audience based on your product and price point. You decide to create a campaign targeting women, who constitute 99.9% of your clientele. You set the age range between 24 and 40 years old, aligning with your dress styles. Next, you input your zip code for location targeting, focusing on Facebook users within a 25-mile radius. Is that enough? Not quite. You can delve into various categories and sub-categories to target engaged users interested in marriage, weddings, women’s clothing, and dresses. You can even narrow it down further by targeting friends of users who already like your page.
The possibilities are practically limitless with the granular targeting options available. Leverage these platforms to connect with your target audience quickly and effectively.
#4: Prioritize Local Relevance
Whether you operate a physical storefront or not, resonating with your audience on a local level significantly increases your appeal. People value a sense of community, and aligning your brand with their local identity fosters a stronger emotional connection. Here are a few key strategies for maximizing local relevance…
Utilize Geotargeting
We touched upon this earlier, but the more precise your location targeting, the better you’ll connect with local audiences. Leverage geotargeting on platforms like Google Ads, YouTube, Facebook, Twitter, and others to reach potential customers in your area.
Incorporate Local Elements in Ad Copy and Imagery
Infuse your ad copy and imagery with local flavor. For instance, capture product photos in picturesque local parks or even feature locally sourced products. A great example is Neatly Nested, a design and décor store in South Boston. They designed a Southie-themed mug that was so popular, they had to reorder!
Speak the Local Lingo
“Wicked cold” is a common phrase in Boston, replacing “very” in countless sentences. It’s just how we speak. Are there similar phrases unique to your area? Incorporate this local vernacular into your ad copy to establish a sense of familiarity with your audience.
#5: Explore Guerilla Marketing Campaigns
Have you considered stepping away from the digital realm and leveraging your physical surroundings for marketing? Guerrilla marketing does just that: ditching the screens and utilizing public spaces to raise awareness for your business. While it shouldn’t be your sole marketing strategy, guerrilla marketing can effectively boost your store’s visibility in a fun and creative way. We encounter guerrilla marketing campaigns daily, often without realizing it. That’s why creativity is paramount. Think of it as a less aggressive form of ambush marketing. A compelling example is UNICEF’s installation of dirty water vending machines to raise awareness for their social cause.
It’s a powerful campaign, albeit an expensive one. Fortunately, guerrilla marketing doesn’t always require a hefty budget. Collaborate with a friend to set up a pop-up shop in their space or commission a captivating mural to promote your brand. Embrace your creativity and think outside the box to capture attention beyond the digital world. You’ll create a far more memorable experience!
#6: Consider Podcast Advertising
What does your target audience listen to? Podcasts have steadily gained popularity over the years. In fact, 67 million Americans people now listen to podcasts monthly, representing a 14% increase year-over-year. The beauty of podcasts lies in their niche focus. Depending on your product and target market, you can identify the perfect podcast for your brand. Once you’ve pinpointed your audience’s preferred podcasts, invest in advertisements during their commercial breaks. This strategy is particularly effective as listeners, often driving or commuting, are less likely to skip these ads.
#7: Embrace Creative Video Content
Video is an unparalleled medium for bringing your products to life. Whether it’s a simple demonstration showcasing your clothing’s fit or a more elaborate production incorporating emotional storytelling, video offers endless opportunities to resonate with your audience and create a lasting brand impression. In fact, some brands have achieved remarkable success by leveraging video marketing. Remember the viral Dollar Shave Club videos videos? These campaigns were incredibly effective because they showcased the product while entertaining the audience, making the brand memorable and generating genuine interest in their razors. Another great example is this video from Man Crates:
#8: Celebrate All the Little Holidays
You’ve probably noticed the abundance of national days dedicated to everything from pancakes and siblings to candy corn. While I’m not suggesting you celebrate every single one, acknowledging holidays relevant to your product offerings, along with major holidays like Valentine’s Day and St. Patrick’s Day, can be beneficial. Embrace these occasions by releasing limited-edition products (think Shamrock shakes!), organizing special events, or offering discounts themed around festive colors. It’s a great way to generate excitement. For instance, check out this Valentine’s Day post from Neatly Nested, the small retail store mentioned earlier. Not only do they showcase an adorable plate available for purchase, but they also encourage customers to visit their store for a special floral pop-up.
#9: Create a Sense of Urgency
Have you ever made an impulsive purchase? Chances are, it was driven by a sense of urgency. By incorporating urgency into your marketing messages, you create a sense of pressure that encourages immediate action from your audience. Employing short-term discounts and deals with clearly communicated deadlines can significantly boost your retail sales. Take this email I received from Fabletics, an online retailer. Not one, but TWO pairs of leggings for just $24! It’s a fantastic deal. However, the offer expires on Monday, compelling potential customers to act quickly or risk paying full price for their next workout gear purchase.
#10: Understand Your Seasonal Peaks and Plan Ahead
Retailers are generally aware of their peak seasons. Whether it’s summer sales, Black Friday, or the holiday rush, it’s crucial to plan campaigns well in advance. This includes adjusting ad spend, collaborating with designers for fresh creative assets, and executing seasonally relevant campaigns to capitalize on these peak periods. Planning is essential during these times due to increased competition. Therefore, increasing your budget and utilizing ad scheduling tools to streamline processes and avoid missed opportunities are critical. If you’re new to retail and unsure about your business’s seasonal peaks, explore Google Trends. You can research various categories and keywords to analyze relevant seasonal trends. For instance, the screenshot below reveals that online searches for “notebooks” peak in mid-to-late August, just before the school year begins.
#11: Convert One-Time Buyers into Returning Customers with Smart Remarketing
Remarketing is an invaluable strategy for any industry. Why? Because it delivers results. Remarketing reminds shoppers about your products and encourages them to make a purchase. However, there are strategic ways to maximize its effectiveness in retail. In the retail world, long-term value often comes from repeat customers, not one-time buyers. However, your shoppers lead busy lives and are easily distracted. They might forget about their positive experience with your brand unless you remind them. That’s where smart remarketing tactics come into play, re-engaging previous customers at the perfect moment.
This retail remarketing ad tempts me to buy more perfume. Consider your product’s lifespan. For instance, if you sell face wash, how long does a bottle typically last? If it’s two months, launch a remarketing campaign targeting previous buyers around the 50-day mark, reminding them to restock before they run out. Another effective remarketing tactic for generating repeat business is upselling based on previous purchases. For example, if a customer bought face wash, consider remarketing a complementary moisturizer. Understanding which products complement each other is crucial for this strategy. Now go forth, armed with these retail marketing tips, and watch your sales soar!