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How To Plan For Pre, Peak, and Post-Holiday Shopping

How To Plan For Pre, Peak, and Post-Holiday Shopping

October to December marks the peak shopping season for retail stores. It’s a time when many retailers plan for an increase in shoppers. As the world moves out of the global pandemic, retailers need to be ready for customers with new shopping behaviors.

Pre-Holiday

According to a Google study, 70% won’t consider purchasing something without seeing it online: whether it is an ad, browsing through a website, social media, or email newsletter. This means that retailers need to start ramping up on their online efforts early: whether it is sending weekly newsletters or updating social media on a regular basis, “online storefronts” are more important than ever to shoppers.

Think With Google, 2021

People often flip between discovery (window-shopping) and shopping (looking for products mainly based on functions or features) until they are ready to make a purchasing decision. Of the two, discovery is more emotional and can often override the rational thinking behind shopping. Which is why online “pre-shopping” discovery is so important to the entire shopping process now.

A Statista survey showed that up to 50% of people are planning to do their holiday shopping in-stores. This means that retailers need to be ready to showcase new merchandise and discounts online to shoppers even before they make it to the stores.

Retailers need to gather more customer reviews so that they appear higher than their competitors on Google searches. Read more on how to get more customer reviews here.

Peak-Holiday

In 2020, up to 79% of people left their holiday shopping until one-week before Christmas. This is good news for retailers because they are able to push their efforts to the very last minute. The same study showed that 64% of shoppers planned to shop in-stores. After more than a year of restrictions, people are eager to get out. This is great for physical stores that are able to target shoppers when they’re nearby.

Convenience plays a huge role in purchasing decisions today. “Now near me” searches have grown 100% worldwide. Options for store-managed e-commerce have also increased a lot. Because some shoppers will always leave holiday shopping until the last minute, local stores have a major advantage. After all, everybody has experienced shipping delays given the increase in online shopping. Instead, more local shoppers are searching for ways to buy online and pickup in store (BOPIS) to avoid delays.

The key to successfully offering store pickup for online orders is inventory accuracy. This means using store operations software that offers real-time stock information in-store and online. One way to make sure that your store appears online is to use Google’s free product listings and Local Inventory Ads (LIA). Learn more about how to increase foot traffic to stores with Google here.

For last minute shoppers, retailers can offer store pickup. Not only does this avoid delivery delays, it helps encourage shoppers to purchase extra items when they come to the store for their orders. Make sure that your order pickup area is well-merchandised with suitable impulse products. And consider switching to an order pickup system that will allow staff to checkout customers. There’s nothing worse than losing sales from a in-store shopper just because a customer doesn’t want to line up again to pay.

Post-Holiday

13% of all retail purchases end up being returned. This means that retailers could be juggling huge losses in January. In the US, 1.75 million packages were returned in January 2021, and that does not include returns in store!

Keeping the return process simple and painless is key. It is especially important for retailers to create an easy process as 89% shoppers who have difficult return experiences will not shop at the same store again.

As the holiday frenzy winds down, retailers should cycle back to the pre-holiday selling tactics and tips to gear themselves up for another selling season. Read more about our off-season marketing strategies here.


Want to know more about Post-COVID merchandising?

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How To Reduce Post-Holiday Shopping Returns

How To Reduce Post-Holiday Shopping Returns

In 2018, $400 billion worth of inventory was returned; of this number, $95 billion worth of goods were returned after the holidays. This means that 25% of all returned items were returned within the span of one month. UPS estimates that over one million returns are made daily in December from purchases made earlier in the year.

As January rolls in, people will be more careful about money after the busiest spending months of the year. There will be a lot of returns that take place both online and in physical stores. You will need to prepare for this and find new ways to tackle loss prevention too.

receipt returns shopping

Rewrite And Reconsider Different Return Policies

You need to communicate your return and exchange policies to customers both in-store and on all receipts. Make sure you have your policies posted around the store and the checkout area so that staff also understand them. Some important things to remember when writing them are being clear about:

  • acceptable return windows
  • condition of items
  • type of items that can be returned (eg. some stores will not allow cosmetics and intimate items to be returned), return fees, etc.

Being clear about policies can reduce stress for both staff and angry shoppers post-holidays.

Examples: Zara employees tell shoppers their return / exchange policies during checkout. The policies are also printed and circled on their receipts. Zara also offers a short window of exchange for regular-priced items so that people do not keep returning seasonal items for new releases. Having these rules in place are especially important for stores that carry seasonal items. Canadian Tire does not offer returns or exchanges on Christmas trees past December 24.

Retail tip: When processing returns, you should cross out items on shoppers’ receipts and take down their information so that you can see if there is a history of similar behavior. This will help with loss prevention.

Encourage People To Exchange Items Instead

You should minimize refunds because they are a net loss. Besides damage to the products themselves, one of the main costs of returns is bank processing fees. Banks charge fees for purchases as well as refunds by card. In other words, you end up paying twice the fees when refunding money to customers.

While you might offer refunds in your policies, you can minimize your losses by offering shoppers an exchange instead. That way, instead of losing money, you still have a chance to keep the sale or in the best case scenario, make more money.

Retail tip: Offer Buy Online Return in Store (BORIS) so that people can still shop around before they return their products. Shoppers are more likely to buy more or exchange their items in-store. This also gives you a chance to introduce new items to them or impress them with your customer service.

retail holiday shopping

Automate The Process

Shoppers are more likely to return to businesses when they have a good return experience. Whether you sell in-store or omnichannel, retailers need clear return policies and systems in place to handle returns smoothly. You should also make it easy for people to return both online and in-store. This helps nudge customers back into your store in the future. Plus, since you already have their personal information, you are able to send retargeting ads and emails to them about upcoming sales and store events.

Retail tip: You need to get shoppers’ consent before sending them SMS messages or emails.

Resell Merchandise At A Discounted Price

Instead of throwing products away, stores can offer any imperfect items at a discounted price. This lets you keep selling things that would otherwise be wasted.

Example: Best Buy offers both customers the option of buying open-box and refurbished items at a discounted price. This is especially important for high-ticket items such as electronics. Amazon offers different prices for used or returned products based on their condition (used, used-good, etc.). These retailers are able to keep selling products even after the products have been returned.


Want to know more about successful inventory management?

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Retail Marketing: Halloween Marketing Ideas

Retail Marketing: Halloween Marketing Ideas

Retailers are beginning to prepare for the holiday shopping rush, starting with Halloween. 

Prosper Insights & Analytics has reported that 2020 Halloween had an estimated spending of $8.05 billion which means that this is the perfect opportunity to kickstart your store’s marketing efforts before the holidays.

Halloween By The Numbers

Based on the National Retail Federation’s (NRF) 2020 Annual Halloween Spending Survey, almost 74% of shoppers aged 18-44 plan on celebrating the festive season this year – spending an average of $92.12 per person

The post popular items that shoppers are planning on purchasing include candy (95.66%), costumes (67%), decorations (76.16%), and greeting cards (39.66%)

With these numbers in mind, we’ve put together a list of Halloween marketing ideas. Keep reading to find out how you can take advantage of these insights and sell more this Halloween season!

4 Halloween Marketing Ideas To Help You Sell More

1) In-Store Merchandising 

pumpkin display halloween

28% of shoppers plan on gathering shopping inspiration from inside physical retail stores. 

Get shoppers through your door by displaying your seasonal merchandise (whether you plan on using an entire aisle or a single point-of-purchase display) at a prominent location.  Use proper signage to lead shoppers to your Halloween-themed merchandise and displays, will also make them more likely to purchase.   

Not selling Halloween-themed products? You can still decorate your store with some festive decorations and visual merchandising. Think about creating a window or point-of-purchase display that showcases products that you already sell – but with a twist. You can use spider webs, jack-o-lanterns, leaves, and fall colours (black, orange, red etc.) to spook things up. 

bats Halloween window display

2) Use Your Online Presence Effectively

Halloween pumpkins

35% of shoppers site online search as their source of Halloween shopping inspiration. Dress up your physical store for Halloween and add festive elements to your online presence as well. 

Completely revamping your store’s website is time-consuming and in some cases, it can be expensive. But adding a Halloween touch to your website can go a long way in getting shoppers in a festive spirit. Including Halloween images on your homepage, fixing themed add-ons, and adding pop-up designs are all cost-effective and easy ways to add a spooky feel. 

You can also drive more shoppers to your website by creating a separate page (a landing page) dedicated to Halloween. Here are a few tips: 

  • Create a Halloween gift guide for your shoppers that features all of your Halloween merchandise. If you don’t sell Halloween merchandise, consider posting helpful Halloween content. Some good content or blog post ideas include: “Halloween costume ideas for children”, “Halloween decor ideas”,”DIY costumes for adults”, and “tips for hosting a Halloween party”. 
  • Use Halloween keywords (this will help your store appear higher up in search). 
  • Promote any seasonal discounts or promotions that you are holding. 

Don’t forget to decorate your social media and email marketing campaigns for Halloween as well!

3) Google Local Inventory Ads (LIAs)

Google Local Inventory Ad

Considering that the majority of shoppers are planning to use a search engine as a source for shopping inspiration, it is also a good idea to run local inventory ads on Google. These ads are tailored to users based on their location. With these ads, shoppers will see in-stock product of local retailers in the area. 

Here are a few tips for optimizing your Google LIA campaigns: 

  • Target mobile shoppers: shoppers are searching on their phone before visiting physical stores to ensure that their trip is worth it. In fact, 86% of Canadian shoppers said they will go to the store to buy when that store has an item they need or want immediately. You can target mobile shoppers by placing a positive mobile bid adjustment to your campaigns. It’s best to boost ad groups/campaigns that have strong mobile performance. 
  • Adjust for high traffic hours: while you want to keep ads active 24/7, it is a good idea to boost ad performance during high traffic hours. This includes the hours that your store is open and when your shoppers are most likely to search. 
  • Consider physical location: Users closest to your store (20-35 km radius) are much more likely to visit than others who are. Target local shoppers by increasing bids for users that are closest to your store. 

For more information on how your retail store can easily implement Google LIAs to increase foot traffic and sales, click here

4) Add Halloween Products 

Halloween treats

If your store doesn’t sell any Halloween merchandise, you can consider selling seasonal items to boost your store sales.

The following are some good examples of how retailers can add in popular seasonal offerings: 


Want to know more about how Google My Business can help you rake in more sales?

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How Your Retail Software can Help you Sell More Everywhere

How Your Retail Software can Help you Sell More Everywhere

Long gone is the age of clunky cash registers and old legacy systems. Their replacement? a system that allows retailers to sell anywhere, whenever.

In fact, with the technology available to retailers today, store owners can run their entire business with just a tablet or smartphone. Using a mobile device and a cloud-based retail system like TAKU Retail, retailers now have the ability to sell anywhere inside their store, outside their store (e.g. pop-up shops, trade shows or events), and take orders online 24/7. 

This means that the first step to selling everywhere is finding the right retail POS software for your store. 

Let us to walk you through some key features to look out for so you can easily start selling on every channel without any extra work.

1. Real-time Inventory Management

Add your products

Selling in multiple sales channels (e.g. in-store, online, and social media) requires retailers to keep an accurate count of inventory across the board. So whether you have inventory at your storefront, a warehouse, or at a pop-up event, you need a way to easily track your on-hand quantity. However, many POS systems are designed to handle sales and inventory in only one channel and managing things separately can get increasingly complex, especially as you add online sales channels or multiple physical locations.

A multi-channel POS software can help you manage inventory anywhere you sell or stock your products. Not only does this make inventory tracking easier, but it also makes fulfilling orders across all channels quicker and more efficient. 

With modern cloud technology, retailers can easily manage stock across all locations and channels while keeping shoppers happy by minimizing stock-outs. Complete stock visibility means that you can adjust purchasing needs as sales happen (not just after the fact) so that you always have the most suitable inventory in stock.

2. Easily Manage Customer Data 

Today’s cloud POS technology should also help you collect and manage customer data across different sales channels. This is especially important post-pandemic as more and more retail consumers are shopping across multiple channels

When assessing POS vendors, look out for the following:

  • Being able to manage all customer sales and returns in one place: As omnichannel shopping has increased due to the pandemic, so has the rate of returns. This is particularly true with online sales which can have return rates of up to 40% compared to traditional in-store return rates. In order to minimize your overall return costs, your POS system should be able to easily manage transactions across multiple channels – e.g. by offering in-store returns or exchanges on online orders to avoid losing sales or paying double the processing fees.
  • Customer profiles: Most POS software helps you collect in-depth contact information both for marketing purposes and to help you learn more about your customers. 
  • Customer transaction history: Being able to quickly access a customer’s transaction history gives retail associates the ability to offer on the spot recommendations, increasing up-selling and cross-selling opportunities.

3. Consolidated Sales Metrics and Reporting

Consolidated Retail Data

On top of managing inventory and customers, POS software provides valuable information that store owners can use to make data-driven decisions about their retail business.

Modern POS systems make it simple to see analytics across all channels of your business, both individually and across your entire business as a whole. This can help you see what’s working and what isn’t, helping you be more flexible and adapt quickly to changes in the retail environment. At the same time, your POS solution should make it easy for you to manage sales taxes across on sales channels.

Here’s what to look for when assessing POS options:

  • Sales data by each location and across all stores
  • Sales reports for both online and in-store sales 
  • Sales broken down by day, weeks, and months
  • Sales per employee
  • Product reports – to see what is selling and what isn’t
  • Sales taxes across all sales channels

4. Marketing Integrations and Fulfillment Options

Google SWIS

The right POS features can also help you make more sales. Today’s innovative solutions offer digital marketing integrations designed to meet the evolving needs of today’s shoppers, which can lead to increased sales for your business. For example, you can use your POS to showcase your products on Google and get right in front of nearby shoppers who are looking for the products you sell. 

Providing different fulfillment options is another way to serve the needs of your customers. It’s important to look for a POS solution that offers flexible delivery and pickup options, such as:

  • Local delivery: This option allows retailers to fulfil orders in the same area where their business is located. It is particularly useful for retailers selling bulky or large products. Make sure you look for solutions that can handle proper zoning with scheduled deliveries if you’re using your own in-house delivery staff.
  • Shipping: As an added convenience, it’s a good idea to offer home delivery. This way, if an item is unavailable at a certain location, customers can have the product shipped directly to their home.
  • Buy online, pick-up in-store (BOPIS): A popular fulfillment option amongst customers during the pandemic, BOPIS allows customers to purchase items online and pick them up at a physical store or a third party location. Stores offering this fulfillment option have been able to minimize their packing costs while decreasing their rate of returns as customers can physically check the products they have purchased before leaving with their order

Want to take action and make more sales by moving your physical store online?

Sell More: Post-COVID Black Friday Marketing Tips For Retailers

Sell More: Post-COVID Black Friday Marketing Tips For Retailers

Thanksgiving weekend (from Thanksgiving to Cyber Monday) is one of the biggest shopping events of the year. Black Friday will look different this year as more COVID-19 restrictions are being lifted. It will be a chance for shoppers to re-emerge in store to do their shopping.

This is the perfect opportunity for retailers to attract more shoppers with Black Friday marketing to increase store visits and sales. To take full advantage of the holiday weekend, retailers need to be prepared to meet shopper demand and expectations.

Despite the impact of the pandemic, Black Friday sales in 2020 were surprisingly strong. Although brick-and-mortar stores saw a decline in foot traffic and sales, 2020 was a year for e-commerce. According to Adobe Analytics, online sales in the US went up by a whopping 21.6% from the previous year.

From the same survey, it was reported that 44% of consumers planned to shop small and support local retailers. Compared to previous months, local retailers did see a 545% increase in sales around Black Friday. This is good news for local retailers who want to take advantage of the spending season.

Keep reading to find out how you can take advantage of these trends and increase your retail sales!

6 Retail Store Marketing Tips

1) Improve Your Local Online Presence 

Review your online presence for Black Friday weekend

Research shows that shoppers are looking to Google and conducting searches even more now prior to visiting physical stores. This shows that valid and accurate online information make it easier for shoppers to purchase in-store. This means that, even without an online store, it’s important to improve your online presence.

If your business cannot easily be found online, there’s a large chance that you are losing out on potential shoppers to your competitors. Here is a quick checklist that will help you review how your retail store appears online: 

  • Check to see if you business information and holiday hours are updated on Google My Business.
  • You can use tools like Yext to run a scan of how your business appears on listings / online directories across the web (Google, Yahoo, Bing etc).
  • If you’ve moved or want to be found on more local directories, sign up for a one-time local listing service through services such as The Hoth or Fat Joe.
  • Encourage or even offer a small incentive to get your happy customers to leave a positive review on your Google My Business store profile. Make sure that you reply to customer reviews whether they are good or bad. You’ll want to ensure that your customers are regularly leaving reviews as 90% of customers read online reviews before visiting a business. Click here to find out how you can gather more positive reviews for your retail business. 
  • Retailers with websites need to make sure that their websites are mobile-friendly. You can use Google’s Mobile-Friendly test to check how easy it is for shoppers to view your website on their mobile phones.

2) Engage With Shoppers After The Holiday Weekend Is Over

Black Friday Sale

Over 56% of 2018 Black Friday shoppers still had holiday shopping to complete after the weekend was over. And the majority of shoppers (92%) believed that the strong deals offered over the weekend would continue or improve throughout the rest of the holiday season.

This means that in order to capture this chunk of customers, retailers should build on the existing interest and run promotions or events even after the Black Friday weekend. To reach as many shoppers as possible, run email marketing campaigns possibly together with digital marketing ads to promote your unique products and deals! 

3) Partner Up With A Local Business 

partner up with a local business during Black Friday

It’s hard for small retailers to compete with big-box stores on Black Friday or Cyber Monday. Slashing prices in an attempt to increase traffic and sales just isn’t good for your profit margins. But with 65% of shoppers indicating that good deals are their main motivation for Black Friday weekend shopping, you still need to find ways to stand out.

By partnering with local businesses, you can provide unique deals that shoppers will have a hard time passing up. And this way, you don’t have to risk low profit margins. In fact, you can still sell products at regular price or even at a premium.

The best collaboration strategies include: 

  • Selling products in bundles: Packaging products that complement each other in one product bundle is a great way to increase your store’s average order value. For example, pairing three lipstick shades with a skincare product or, bundling sweaters with a free bag. In order for this strategy to work, it’s obviously a good idea to partner with another retailer that sells complementary products. 
  • Offer partner promotions / discounts: Another effective strategy includes cross-promoting. For example, shoppers will receive 10% off of total sale or free shipping at your partner’s business when they purchase $50 or more at your store. You can print promotional material on your receipts and customers can use this as a voucher. 
  • Host in-store or online events: You can also team up with local businesses to host special events. For example, you could partner up with a nearby restaurant to host a late-night open house or extended seasonal hours. Remember a good chunk of shoppers view Black Friday as something fun – 17% of shoppers see it as a group activity with their friends / family and 21% of shoppers say that it gives them something to do

4) Offer Exclusive Benefits To VIP Shoppers

Black Friday exclusive offers

Black Friday is a great opportunity to strengthen your relationship with your most loyal shoppers. After all, they are best customers and the ones most interested in your products.

By adding exclusivity to your email marketing campaigns, you increase psychological rewards like a sense of belonging and importance. This is why exclusivity makes your promotional offers appear more attractive to shoppers vs. simply pricing and encourages them to visit your store.

Remember – shoppers receive too many emails during this time of year. So make your emails stand out with:

  1. Clear offers in the subject line (for example: Exclusive VIP Sale) 
  2. Personalized subject lines (personalized subject lines are 26% more likely to be opened). Or, you could include the shopper’s first name in the email opening line. 
  3. A short, simple, and to the point message. 

 5) Promote Urgency

Promote urgency during black Friday

The majority of shoppers (92%) believe that strong deals will be offered all throughout the holiday season. And with so many competitors offering deals during the weekend, shoppers are left with a lot of decisions to make. That’s why it’s necessary to create a sense a urgency with your Black Friday marketing campaigns.

Urgency is a widely used marketing tool in retail. And for good reason – creating a sense of urgency in shoppers increases demand and ultimately leads to more purchases. Create an incentive for shoppers to take action by running your promotions for a limited time. One effective way to create time pressure is to include a countdown timer on your website or in your email campaign. Show your shoppers how many days, hours, and minutes are remaining for them to get a deal on their favorite items. 

6) Highlight Stock Availability

Google Local Inventory Ads for Black Friday

Stock availability is a type of FOMO or “Fear Of Missing Out” that encourages shoppers to take action. It’s a good idea to emphasize that certain items are limited or low in stock in your marketing campaigns or on your e-commerce site. If you do not have an online store, it’s a good idea to run Google Local Inventory Ads and take advantage of digital marketing that helps you promote automatically based on product availability. If your POS is linked directly to these type of Google Ads, stock availability will adjust based on real-time shelf quantities and save you the hassle of manual updates.

These ads work by targeting nearby shoppers who are searching online for products that your store sells. Google LIAs are effective because they capture shopper intent at the moment that they are looking to purchase.  Click here to learn how your store can easily implement Google LIAs together with your POS system to increase store sales and foot traffic. 

Omnichannel Shopping Are The New Reality Of Retail

It turns out that these shoppers are more valuable too. 73% of shoppers are not just shopping either fully online or in-store. These people are called omnichannel shoppers who go through their buying experience in more than one way. According to the NRF, shoppers who used more than one way to look for deals spent up to $93 more than the single channel shopper. And according to another study, multi-channel shoppers have a 30% higher lifetime value than those shoppers that only purchase from one channel.

Regardless of what stage you are at, moving your retail business online, consider the strategies above to improve how well you serve your customers online this year during the all-important holiday shopping season.


Want to know more about curbside pickup?

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Retail Marketing: The Benefits of Digital Marketing

Retail Marketing: The Benefits of Digital Marketing

As a retailer, you may be wondering “what is the best way to drive foot traffic to my store?” The obvious answer is that you need to focus your efforts on marketing.

 The not so obvious part is deciding how to spend your marketing budget to get the best results.

What Marketing Approach is Best for My Retail Business?

Over the past few years, the way shoppers buy from and interact with retailers has completely changed. Yet, the way many retailers are marketing to target shoppers has stayed the same.

Shoppers are spending more and more time on the internet. In fact, 87% of shoppers begin their product searches online!

This is why it has become necessary to have an online presence – no matter what you sell.

So if you are looking to increase store traffic and sales, you may want to consider implementing digital marketing in your business strategy.

But first, let’s go over the different marketing methods in detail.

online search

What is Traditional Marketing?

Traditional marketing refers to the use of conventional (older forms) of media to reach a mass audience. It can be divided into 4 main categories:

1. Direct Mail (postcards, catalogs, flyers)
2. Print Ads (magazines, newspapers, newsletters, brochures)
3. Telemarketing (cold calling)
4. Broadcast (radio, T.V, etc.)

Traditional marketing uses interruption to gain the attention of shoppers.

newspaper

What is Digital Marketing?

Digital marketing refers to the use of online tools to target ideal shoppers. It includes:

1. E-mail Marketing
2. Social Media Marketing (Twitter, Facebook, Instagram, LinkedIn etc.)
3. Search Engine Optimization (SEO)
4. Search Engine Marketing (SEM) & Pay-per-Click Advertising (PPC)
5. Content Marketing

Rather than interruption, digital marketing focuses on delivering useful information at the exact moment that target shoppers are looking for it.

SEO image

What are the Benefits of Digital Marketing Over Traditional Marketing Methods?

Easily Measure Marketing Campaigns

Traditional marketing methods are difficult to track. For example, how do you know how many people saw your newspaper or magazine advertisement in a day? Or how many shoppers you attracted because of it?

Since traditional marketing is so difficult to measure, you won’t know if your marketing budget is being spent effectively.

On the other hand, digital marketing gives you the ability to measure results with advanced analytics. This includes:

  • The number of people reached (people who saw your content)
  • The demographics and geographical location of the people reached
  • Conversion rates (an actual sale, a completed download, a subscriber, etc.) Average session duration (the time spent looking at your content)Exit rate (where people left after viewing your content)
  • Bounce rate (the percentage of people who left after viewing only one page of your website)
  • E-mail open rate (percentage of shoppers who opened your e-mail)
  • Click-Through-Rate (CTR) (percentage of shoppers who clicked on the link in your advertisement)

As you can see, digital marketing provides very useful, real-time data.

At the touch of a button, you know which methods are working and which are not, giving you the ability to adjust your campaigns to achieve better results.

marketing analytics

Effective Targeting

Traditional marketing methods reach a broad audience. Which means that there is no guarantee your advertisement will be seen by your target shoppers.

There is a chance an ad may reach your target shoppers eventually – but it’s like taking a shot in the dark.

Let’s say you are advertising your furniture store on a billboard. What are the chances that every person passing by it is actually interested in purchasing furniture?

Targeting capabilities are much more effective with digital marketing.

This is because you are able to select who sees your marketing campaign. Digital platforms (Facebook, Google, Instagram etc.) allow you to target shoppers based on their gender, age, geographical location, personal interests, their search results, etc.

This means your advertisements will only be shown to those who are most likely to be interested in your products! This way, you can be certain that your marketing budget is being spent more effectively.

store purchase

Cost-Effectiveness

Larger retailers have no problem spending millions of dollars on traditional marketing and advertising. This makes it extremely difficult for small retailers with limited budgets to compete.

That’s why digital marketing is the perfect alternative; you can create a similar impact at a much lower cost.

marketing graph

The graph above shows the cost per thousand impressions (often referred to as CPM in marketing) for 7 different marketing tactics. 6 of the tactics are traditional marketing methods while 1 is a digital marketing tool.

While the final cost will vary by industry, social media marketing still allows you to reach 1,000 potential customers at a much lower cost than traditional marketing methods.

This means you can spend less money and still reach more shoppers. Or, you can choose to spend the same amount of money and reach even more shoppers!

Compared to traditional marketing, digital marketing methods are generally more cost effective and can offer a higher return on investment.

Target Shoppers at the Right Place and at the Right Time

Think about the last time you needed information – where did you turn?

From planning a vacation, to looking for a nearby pet store, the majority of people turn to their devices when they are in need of information. In fact, 70% of mobile users who bought something in store turned to their devices first.

Why?

To look for information relevant to that purchase.

This is why digital marketing has a huge advantage over traditional marketing. It allows retailers to reach buyers directly – at the right place and at the right time. In other words, you can meet shoppers with relevant and useful information at the exact moment that they are looking for it!

With traditional marketing, you are reaching buyers indirectly through interruption. You can only hope that magazine readers stop to read your advertisement or that drivers notice your billboard on the highway.

But because advertisements are everywhere, most people find them annoying and as a result, they are often ignored. This is why traditional marketing is becoming less effective.

mobile marketing

Value vs. Interruption

Traditional marketing methods use interruption to gain the attention of an audience. This is why most people hate receiving sales flyers or inconvenient phone calls. It doesn’t feel authentic.

People just don’t trust sales-focused advertisements. They see hundreds of them a day and have gotten used to ignoring them.

Nowadays, shoppers are looking for valuable and useful information that will help them make purchasing decisions. This includes product reviews, blogs, and informative videos.

With digital marketing you don’t have to grab the attention of shoppers – because you already have it!

store owner

Want to know more about off-season marketing strategies for retail stores?