Fall is fast approaching, and for Canadian retailers this means gearing up for the Thanksgiving long weekend.
Although Canadian Thanksgiving isn’t as closely associated with shopping (compared to the U.S. holiday), retailers can still create a unique experience for shoppers.
Keep reading to find out how you can gobble up your fair share of sales this Thanksgiving weekend.
3 Thanksgiving Marketing Strategies to Help you Sell More
1) Have an Attitude of Gratitude
Thanksgiving is the ideal occasion to express your gratitude to shoppers. At the same time, it’s an opportunity to excite them with upcoming Thanksgiving promotions and discounts.
So thank loyal customers for their business by offering them something in return – in the form of special deals, coupons, or gifts! The following is a list of possible promotions you can run during the weekend:
A Free Gift with Every Purchase: This promotion type encourages shoppers to make a purchase by offering more value for the same price. In order to create a sense of urgency among customers, retailers should stress that the promotion is limited and exclusive. Meaning that the gift is only offered for a certain period of time and until stock runs out. For example, think about using the words “while supplies last” or “offer valid from October 6-14” on your promotional materials.
Percentage Discount: This is the most straight-forward and popular promotion type. Seasonal discounts help attract new customers and get rid of slow moving or seasonal stock.
Buy One, Get One Free: Studies show that offering shoppers something for free is oftentimes more effective than a discount. You can pair high-margin items with slow moving stock. Or, you can increase the amount of items required in the promotion. For example, “Buy 3, Get 1 Free”. The Body Shop is a retailer that frequently and effectively employs this promotion strategy.
Once you’ve gotten your promotion strategy in place, make use of digital marketing tools to spread the word about your’s store Thanksgiving promotions. An email marketing campaign and social media are both effective tools that will help generate a buzz and increase foot traffic for your store.
Listed below are best practices to follow for creating an email marketing campaign that converts subscribers to shoppers:
Include an incentive in the subject line. Many business owners overlook the importance of email subject lines. If your email headline does not grab the attention of shoppers (even if it is drafted to perfection), it is unlikely that anyone will open it. By including an incentive in the subject line, you can improve your email open rate. An example of a compelling, incentive-driven subject line is,”35% Off Thanksgiving promotion starts tomorrow”.
There are many ways to give back to the community this Thanksgiving season.
One way is to partner up with a local food bank by holding a canned food drive at your physical storefront. Not only does this showcase your store’s community support, it also helps drive foot traffic to your store. Create incentives for shoppers to donate by giving a % discount to every shopper who drops by your retail business with canned food.
You don’t necessarily have to partner up with a food bank either. Think about teaming up with a local organization that is related to your business. For example:
A pet food store could partner with an animal shelter.
A women’s clothing store could team up with a domestic violence shelter in the area.
Health food stores could work with local homeless shelters.
Supporting a cause that both you and your shoppers believe in will help you build brand awareness and create new marketing opportunities for your retail business.
Get Ready For Halloween and Black Friday
Remember, Thanksgiving sets the stage for Halloween and Black Friday – two of the biggest shopping days of the year. So it’s a great opportunity to generate a buzz and get shoppers excited for upcoming promotions and deals!
Did you find this article helpful?
We will be posting more holiday marketing tips in the upcoming weeks.
For those of you who don’t know, Google My Business is a powerful tool that allows retail businesses to connect with local shoppers.
And posts on Google My Business is a promotion tool that helps optimize a store’s business listing and increase foot traffic.
Put simply, it is an easy and free way to promote your business locally.
I’ll explain more below.
What are Google My Business Posts?
Google My Business posts is a feature that allows you to share content about your store on Google Search and Maps. It is similar to any other social media platform like Twitter or Facebook.
As a store owner, you are able to share news, promotions, events, and new products with shoppers. It posts directly to your Google My Business listing – so existing and potential customers can see your content directly in search results.
What are the Benefits of Google My Business Posts?
Posts on Google give retailers the ability to communicate with shoppers so they are better informed when making purchasing decisions. Which means that local businesses are able to:
Engage shoppers with attractive content (photos, videos, GIFS etc.)
Promote any new sales, products, or events
Improve shopper experience with relevant and timely information
Communicate directly with local shoppers
How Does it Work?
For each post, business owners can include text, call-to-action buttons, and/or photos or videos to promote their store. There are four different GMB post types including:
What’s New: Share general information about your retail business. For example, you can give shoppers an inside look at your Halloween displays and merchandise.
Events: Promote any upcoming events that you are holding. Each event requires a start time, end time, and a title. It is also good practice to include a photo/video,an event description, and a call to action button leading to a landing page for your event.
Products: Store owners also have the option of promoting any products or new merchandise. For example, a pet store could promote their new range of dog food. Keep in mind that product posts require a title and photo/video.
Offers: According to Google, 50% of shoppers are looking for promotions and discounts when searching for a business online. So provide shoppers with information on the latest sales and promotional offers. Offers will appear at the top of your business listing on both Google Search and Maps.
These posts require a title, and start/end dates. It’s also good practice to include photos/videos, descriptions, coupon codes, and terms and conditions of the offer. The call-to-action button “View” will automatically appear on all Offer posts.
Some Important Things to Note
GMB posts disappear after 7 days unless you set another shorter time frame. This is why it is important to post consistent and relevant content.
It is a good idea to include GMB in your marketing strategy. Place the same importance on GMB posts as you would on other social platforms like Instagram or Twitter.
Google provides insights on your posts – including how many views each post got. It also tells you how many users clicked on a link in a post
We hope you found this article helpful!
Would you like to learn how to attract local shoppers on Google?
Good news – we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.
Reviews are an important part of local search. According to Google, 2 out of 3 shoppers say having positive reviews was an important factor when selecting a business or store to purchase from. This means that most people like to do research before ever setting foot into a store.
This means two things:
More good reviews = higher ranking in local search
Higher ranking in local search = more foot traffic = more sales
It is generally good practice to ask shoppers to leave a review after they have made a purchase from your store. Touch base after a few day or a week to make sure that they are enjoying/ have enjoyed using your products. Also remember to ask loyal and long-term shoppers who have not made a purchase in a while.
How you ask for reviews is equally as important as when you ask for them – which brings us to the next point.
2. Make it Easy
Shoppers won’t leave reviews if it takes them more than 5 seconds to find your page. The easier the review process is for your store, the more reviews you are likely to gather.
Here are a few ways you can make it simple for your shoppers to leave a review.
Make Review Cards
Create physical “drop us a review” cards with your store’s short URL. Place them near checkout and remind your employees to hand them out to shoppers or put them into their shopping bags after they make a purchase. You will want to go over best practices with your employees.
Employees should hand these out to shoppers who have had a pleasant experience at the store. For example, your staff should look out for the following situations:
if an employee had a positive interaction with a shopper in-store
if a shopper was experiencing a problem and are grateful for your store’s customer service.
It is obviously a good idea to avoid handing them out to unpleasant or rude shoppers.
You can also create a reward system within the store for your staff. Create incentives for your employees; reward the staff member who hands out the most review cards or generates the most reviews.
2) Send a follow-up text or email
Go mobile by sending shoppers a follow-up text or create an email campaign after a few days of their purchase (so that they have time to try your products). Here are a few tips for what to include in your follow-up text or email:
personalize the email or text : you can personalize the message by including the shopper’s name. Not only do personalized messages make shoppers feel important, they are proven to have a higher open rate as well.
keep it short : make sure your message is short, simple, and straight to the point.
Include the short review URL : shoppers are not likely to try find your Google My Business account. Once you claim your short name on Google My Business, you will have access to a short URL that will directs shoppers to leave a review (shown below).
To get access to your short URL for reviews, you must first claim your short name. To find out more information about Google My Business short names and the steps you must take to claim your short name, click here.
3. You will see the “Get more reviews” box on the right side of the page – as shown below. Copy your short URL for reviews to share in your email or text message.
4) Add a Review Link on your Store’s Website
Include a “review” link or button on relevant pages of your store’s website. This might be on your contact page, thank-you page, or even a section on your homepage.
5) Incentivize shoppers
Offering shoppers a reward or incentive for leaving a review is a great way to gather more Google My Business reviews. Effective incentives include a $15 gift card or store credit, loyalty points, store merchandise etc.
6) Include a Review Link in your Email signature
Adding a short and simple call to action in your email signature is another effective way to gather Google My Business reviews. For example, “Your opinion is important to us! Drop us a review at [GMB short URL].”
This strategy is especially important for retailers who regularly email their customers.
Responding to Reviews
Once you’ve set up a process for gathering reviews, your focus needs to shift to responding to them effectively.
Responding to reviews shows potential shoppers that you value good customer service. It also shows shoppers that their opinions will be heard and leaving a review is worth their time.
Google recently introduced a new feature for verified merchants on Google my Business (GMB). Business owners can now create a GMB short name (also called a custom name).
You may be wondering what the purpose of this new feature is.
Google My Business short names make it easier for shoppers to find you online!
I’ll explain more below.
What is a Google My Business Short Name?
It is basically a simple or shorter name that is used to represent your retail business or location. If your retail business has multiple locations, it is a good idea to use your business name with the location (city, neighbourhood, street etc.) of the store as your short name.
The majority of merchants and business categories now have access to the feature. So it is a good idea to claim your preferred short name before it is no longer available.
What are the Benefits of a Google My Business Short Name?
GMB short names make it simple for you to share your business listing with shoppers – so they can easily find you online.
Before Google released this feature, GMB profiles had extremely long URLS – making it difficult to share with shoppers or use as a landing page.
When you create a short name, shoppers can enter your short name URL “g.page/[yourcustomname]” and they will be directed straight to your business profile.
Once you claim your short name, you will also get access to a short URL for requesting reviews.
With a GMB short name, it is now easy to promote your business to gain more reviews, share directions, and get leads.
Before you take the steps to claim your short name, here are some things to keep in mind:
It’s important that your short name is associated with your store’s name.
Make sure that it is simple so that you can easily promote your business and shoppers can remember it.
If you have multiple locations, you must claim a short name for each GMB listing. Again, it’s a good idea to include your location (city, neighbourhood, street etc.) to make your name unique and easy to remember.
It is also a good idea to use your short name URL on marketing materials. This way, you can gain more reviews and local exposure.
How to Claim Your Short Name on Google My Business
4. Enter your short name – it can be up to 32 characters. If your name is unavailable, you will receive an error message. You can try a shortened form of your name or you can try adding your location. Otherwise, try another short word that describes your retail store.
5.Click “Apply”. Once you do so, your short name will show as pending. When it is ready and approved, it will show up on your business listing.
Did you find this article helpful?
Would you like to learn more about how to increase your retail store’s online presence?
Good news- we are hosting a breakfast seminar exclusively for GTA store owners! We will be discussing how you can attract more local shoppers with POS technology among other important topics. To learn more about the event and to register, click here.