Retail industry have never been as competitive as today. Quick raise of e-commerce that overcame all geographic limitations, threatens to take away a lot of customers from location based retail stores and chains. Small store owners now need to use advanced sales and marketing techniques to stay profitable. In this article we listed some useful tricks that will boost your store’s sales and make you rise above the competition.
Make A Good First Impression
Today, consumers don’t buy in stores they don’t like at the first glance. Sales people have only one chance to build great first impression and turn consumer into a customer. First two things that run through consumer’s mind when being approached by the seller are:
What are this person’s real intentions?
How competent he/she is?
With this in mind, sellers need to approach customers with open arms and hearts. They also need to do their homework, and know plenty of useful information about every product in the store. Some other tips for making a good first impression are:
Approach customers with a positive comment;
Let customer speak first;
Collect information about customer’s interests, wishes and needs;
Think before you speak;
Use Advanced Analytics
Analyzing customer preferences and opinions is much easier when running an e-commerce business. In location based retail stores entrepreneurs and marketers need to use much more creative ways to obtain customer’s data. They can conduct surveys, queries and polls, and since consumers don’t like filling up long questionnaires they will need to bribe them with discounts and promotional presents.
Data collected from customers should be used for determining future business steps and creating new and more efficient sale’s funnels. Retailer’s should also be aware which type of consumers are interested in their products in order to do closer online ad targeting and to customize their future marketing campaigns and inventory itself to preferences of store’s most loyal customers.
Smart Use Of PoS Displays
Retailers should install PoS displays on usual routes that customers’ take on their way to the check-out. This is a well-known practice that’s been in use for decades in big supermarket chains. Today when retail niche is much more competitive, entrepreneurs need to upgrade PoS displays, which should feature product samples, calls to action, high definition imagery or interactive touch screens that will enable customers to find more information about production process, or product’s ingredients.
People Like Free Stuff
Handing out presents to your customers is a great way to keep them loyal to your brand. We already mentioned promotional merchandise in previous paragraph, and here we are going to emphasize its benefits.
Most promotional products have a company logo, which means that you increase visibility of your brand, and since the logo will be wore by people who receive gifts and feel thankful for this kind of attention, they will be your store’s best advocates. This way, promotional merchandise also boosts retailer’s word-to-mouth marketing.
Use Digital Marketing
Many location based stores opened their e-commerce branches or fully shifted their business online. Even if you don’t want to turn your store’s website into a catalogue or to add online paying tools, you can effectively use your website for marketing purposes by posting interesting content and sharing it on social media pages. There are also many different ad platforms like Facebook Ads or Google AdWords that allow users to closely target their audience and produce engaging ads, which are great for promoting discounts and special offers in your retail store.
Although certain location based stores are still able to fight back, one day or another they will all need to shift to e-commerce, or at least add it to their business strategy. Online stores are easier and cheaper to run, and they offer a chance to small businesses to compete with big retail chains, which is why they will take even bigger share of future retail market.