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Mother’s Day Marketing Tips For E-Commerce Retailers

Mother’s Day Marketing Tips For E-Commerce Retailers

Considering everything that is going on with the Coronavirus outbreak, Mother’s Day 2020 is taking place at an unusual time. But even though consumer shopping habits and behaviour have changed dramatically since COVID-19 was declared a pandemic, shoppers are still planning to celebrate. 

In fact, according to the NRF, 78% of consumers say that celebrating Mother Day’s is important to them.  

Let’s take a look at how retailers can adjust their marketing strategies in light of the pandemic and take advantage of how shoppers are adapting their spending and gifting plans.

3 Easy Ways to Boost E-commerce Sales this Mother’s Day

1. Highlight your Best Products 

Feature Mother's Day Products

In previous years, special outings such as spa treatments and restaurant dinners were growing in popularity as Mother’s Day gift options. In 2019, the NRF stated 55% of shoppers planned to gift a special outing for Mother’s Day, spending an average of $36.41 per person. 

This year however, purchasing “experiences” is no longer an option for shoppers. Instead, the focus shifts towards gifting products with houseware, books or CDs, and electronics being the most popular gift categories.  

So make your merchandise stand out by putting a spotlight on Mother’s Day. You can do so by featuring Mother’s Day related products on the homepage of your e-commerce store.

Many e-commerce providers, including TAKU eCommerce, allow merchants to highlight specific merchandise by adding featured products to their store homepage. Featured products help retailers attract customer attention to certain items in their store and sell them faster. Here are a few tips when it comes to highlighting your merchandise:

  • Place your best-sellers on your homepage 
  • Showcase a different assortment of products
  • Attract attention to new arrivals 
  • Display any discounts or promotions 

2. Take Advantage of Social Media 

Mother's Day social media campaigns

With the vast majority (71%) of shoppers under stay-at-home mandates and social distancing orders, it’s safe to say that consumers are spending more time online. 

Leveraging social media platforms such as Facebook and Instagram that allow you to sell products directly, can help boost Mother’s Day exposure and sales. Here are a few things to keep in mind when promoting on social media: 

  • Promote discounts and offers; many shoppers are dealing with financial hardships, health concerns, and other burdens due to COVID-19 and may not be in the position to purchase gifts. In fact, the vast majority of shoppers that are spending less on Mother’s Day this year say it is due to the impact of COVID-19. Promoting discounts, offers, and giveaways is a great way to give back to your shoppers while giving your e-commerce brand more exposure and loyalty. 
  • Sell on Instagram and Facebook Shop: with billions of monthly active users, it is guaranteed that your customers are already on Facebook and Instagram. You can take advantage of their popularity to reach more customers and boost sales. Providing a way for them to browse and buy your products directly also increases the likelihood that they will make a purchase. All shoppers have to do is click on the “Shop” or “Store” tab to view your products. To find out how you can set up Facebook Shop in a few easy steps, click here . For more information on how to sell on Instagram, click here.

3. Provide Convenience 

Offer Curbside Delivery and Pickup Options

Providing shoppers with convenience in a time of crisis can go a long way in building trust and loyalty. As retail expert Doug Stephens explains “when the Covid-19 crisis eventually ends, consumers won’t begin searching for brands they hope they can trust. They will choose brands they already believe they can trust based on previously observed actions.”

Here are a few ways you can provide your shoppers with convenience this Mother’s Day: 

  • Offer contactless pickup and delivery options: With stores closed, shoppers still want a way to give something special to their moms. Offering the safety and convenience of contactless curbside pickup or delivery makes shopping easier for customers, gives them more flexibility,  and helps them save on shipping costs. In turn, this boosts customer loyalty while strengthening your brand image. If you would like to learn how to set up curbside pickup in a few simple steps on TAKU eCommerce, click here
  • Be helpful: try to be helpful instead of salesy in your Mother’s Day marketing campaign. Consider creating a Mother’s Day gift guide on your website or offer DIY gift ideas etc.
  • Mother’s Day free shipping: 71% of shoppers are concerned about the pandemic’s impact on their personal health and financial stability. Offering free shipping can help alleviate some of the financial burden that your shoppers may be experiencing.

We hope you found this article helpful!

Happy selling and Happy Mother’s Day!

Valentine’s Day Retail Tips

Valentine’s Day Retail Tips

Valentine’s Day is just around the corner! Which means that it’s time for retailers to spread the love.  

This year, shoppers are planning on spending an average of $196.31 on their loved ones. And with 55% of consumers expected to celebrate, total spending is estimated to reach a historical record of $27.4 billion

The best part is, you don’t have to be in the chocolate or gift industry to win the hearts of consumers! Keep reading to find out how you can take advantage of the record spending expected this Valentine’s day. 

3 Ways to Increase Store Sales this Valentine’s Day 

1. Add a Valentine’s Day section to your store and website

Valentine’s Day is infamous for being a last minute holiday. So, to make it easier for last minute gift buyers and shoppers, place all of your Valentine’s Day related merchandise in one section of your retail store and website.

If you own a physical retail store, dedicate a corner of your store to Valentine’s day so busy shoppers can grab and go. Consider creating a vibrant point of purchase display with Valentine’s Day colours (see the example below). Making use of signage to guide shoppers towards deals and merchandise will also help make the shopping experience more convenient. 

valentines day retail merchandising

With more and more shoppers browsing online before purchasing in-store, it’s also good practice to dedicate a section of your website to Valentine’s Day – regardless of whether or not you sell online.

Have a look at what Mejuri is doing for Valentine’s Day below. The retailer devoted a whole page on their website to Valentine’s day and even created a gift guide for shoppers. 

2. Create a retargeting strategy

Selling to existing shoppers is easier and more cost-effective than acquiring new ones. So, consider retargeting shoppers who have made purchases at your retail store during the holiday season.

To target these shoppers, you can create an email campaign to inform them of your upcoming Valentine’s Day promotions. It’s also a good idea to create a Valentine’s Day gift guide to include in your email campaign. 

In addition to email, running Facebook Retargeting Ads is an effective way to connect with shoppers. Facebook even gives merchants the option of uploading an email list when running retargeting ads. 

You don’t need a crazy budget either – retargeting ads generally perform well with a small budget of $10- $15 a day. 

valentine's day retargeting ads

3) Find a Valentine’s Day angle

Not in the chocolate or jewellery industry? That’s ok – you don’t have to sell Valentine’s Day related items to capitalize on the holiday. 

You can always find a unique angle to sell your merchandise. For example, Apple found a brilliant way to position their products for Valentine’s Day, using the slogan “Love is in the Air” to promote the iPad Air. 

And remember – about half of consumers will not be celebrating the holiday. Rather than alienating this customer segment, cater your marketing message to single people by encouraging shoppers to treat themselves. 

For example, Mac is a retailer that recognizes the power of self-love as a marketing tool. In anticipation of Valentine’s Day, the retailer sent out an email campaign encouraging shoppers to treat themselves for the holiday. 


Happy Valentine’s Day retailers! And happy selling! 

Join our beta waitlist here and in the meantime, sign up for our blog updates for more retail tips. 

#valentinesdayretail #sellmore #increaseretailsales #builtforretail #cloudpos #retailpos

3 Essential Off-Season Marketing Strategies for Retail Stores

3 Essential Off-Season Marketing Strategies for Retail Stores

As a retailer, you’re bound to experience high and low seasons. 

Periods of slower sales can happen for many reasons such as natural seasonality (e.g. Halloween supplies), the weather, or competitive promotions. Whatever the reason for your slump, it’s important to view your off-season or slow periods as a potential opportunity. 

Low seasons are actually the perfect time for retailers to focus on their marketing efforts. With a little bit of creativity and planning, you can make it through your off-season with not only more new customers, but a larger base of followers to promote to. And who knows, you may even find a new revenue opportunity in the process!

Keep reading for 3 strategies that you can use to keep your retail business profitable during your slow periods.


Why an off-season marketing strategy is important

There is a common misconception that businesses should only invest in marketing during their high season. But this isn’t the case. Your slower seasons are actually the time when you need the sales lift from marketing!

In particular, an off-season marketing strategy is key to: 

  • Building local and online awareness: Knowing is half the battle. Shoppers don’t know what they’ve never seen. Marketing during the off-season gives your retail business time to build online presence and brand awareness with target shoppers. You can educate customers on what your store has to offer and how you are better than your competition. This way, once your peak season hits, you will be top-of-mind with shoppers. 
  • Minimizing your overall marketing costs: Ad spend decreases during the off-season as less competitors are bidding on ad space. This means that you can get more exposure at a lower cost versus advertising during your high season.
  • Getting ahead of your competitors: Besides getting new shoppers in your door, marketing during the off-season also gives you the opportunity to start building your own mailing lists or followers. This is particularly important as you need time to attract a following of people interested in what you offer. But by starting earlier than your competitors, you will be ahead of them by having a new list of potential shoppers that you can market directly to during your high season. 

3 marketing strategies for the off-season 

When we’re talking about marketing, we are specifically talking about digital marketing. While traditional marketing has its place, for most privately owned businesses, digital marketing offers the easiest way to promote your business, especially during your off-season. After all, today’s average shopper now spends more time with digital content than traditional media.

1) Gather online customer reviews

customer reviews

Online reviews are an important part of the consumer shopping journey. In fact, 90% of shoppers read customer reviews before visiting a business. And according to Google, 2 out of 3 shoppers say having positive reviews was an important factor in selecting a business or store to purchase from. 

With so many people basing their purchasing decisions on reviews, gathering reviews should be a key marketing strategy for your business all year round. But the off-season is usually the best time to ask loyal and long term shoppers to leave a review on your Google My Business (GMB) profile, especially now that you can create a GMB shortname unique to your business. You can then use customer reviews as promotional material across all of your digital platforms including your social media and store website. By staying active online and promoting positive customer testimonials, shoppers will remember your retail business when peak season hits. 

2) Consider paid marketing options 

google analytics

Digital marketing benefits retailers of all sizes as it is always the fastest way to cost-effectively access an incredibly targeted audience of shoppers. The advantages of digital marketing include: 

  • Fast impact: Compared to traditional marketing, paid digital marketing will make an impact much faster. Depending on the type of campaign, you can get up and running in minutes.
  • Flexible and accountable: The results of digital marketing are much easier to see so you can immediately know whether a campaign is working and make changes right away. This is a major difference from traditional marketing where your investment is a one-time deal since you can’t make changes once a flyer or a radio ad is printed or produced.
  • Lower overall cost: A well planned out digital marketing campaign can reach a targeted audience at a much lower cost (as long as $10/day) than traditional marketing methods.

Click here to learn more about the benefits of digital marketing for retailers. 

Run Google Local Inventory Ads (LIA)

Over the past several years, an increasing number of retailers have looked at running Google Local Inventory Ads (LIA) during slower periods. In Sidecar‘s 2019 Benchmark Report: Google Ads in Retail, the LIA performance of several retailers was examined. It turns out, LIA clicks grew by 16% and revenue increased 15% year-over-year.

Sephora, Canadian Tire, and Williams-Sonoma are some of the big box retailers who have seen success with Google LIA. Now for the first time ever, Local Inventory Ads are also available to independent retailers who are looking to attract local shoppers. And the best part? They are available in an automated way that doesn’t require retailers to hire new staff or keep inventory stock levels updated.

To learn how you can easily implement Google LIA together with your POS system, click here.

While Google LIA has proven to be a viable marketing strategy all year round, it is particularly effective during off-season for the following reasons: 

  • Bids are lower: As mentioned above, there are fewer competitors buying ads during off-season – which means lower ad spend is required to gain impressions. 
  • Marketing costs are minimized: LIA only showcases in-stock product and will automatically turn off when stock runs out, reducing your marketing costs. 
  • Get in front of local shoppers who are actually looking to purchase your products: Google LIA displays in-stock product to shoppers within a certain Km radius (you have full control over the geographical range) who are actually searching for products that your store sells.

3) Promote your business on social media 

With the rise in social media and e-commerce, shoppers are closer than ever to retail businesses. Not only do you have a way to directly showcase your products and store, you can now build up your list of followers for personalized offers.

While websites are still a great way to offer a “digital window” into your store, with the rise in social commerce (e.g. Facebook Shops, Instagram Shopping, etc.), it’s very important for retail stores to be active on social media.

Check out these 6 tips to help you grow your social following more quickly during your low season:

  1. Pick no more than 1 or 2 social media platforms to avoid spreading yourself too thin. Just make sure you’re picking ones your target customers commonly use. See how the various social media platforms differ.
  2. Make sure you have a verified Google My Business (GMB) account and are active on it. GMB is one of the best free online marketing tools available for small businesses today. Not only does GMB help local shoppers find you on Google Maps, it has options for you to post content (e.g. special offers or events) which improves your SEO.
  3. Improve your content design with cost-effective graphic tools. You don’t need to be a designer to use drag-and-drop tools such as Canva that even have free versions.
  4. Use original images for the best results as these rank better on SEO.
  5. Don’t forget to include the links to your social media accounts on email signatures, invoices, receipts, ads and on any window displays.
  6. Clearly display your social media links at the cash register and train your staff to encourage shoppers to sign up for special offers while they are waiting.

Did you find this article helpful? 

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#retail #retailmarketing #attractlocalshoppers #retailpos #cloudpos #digitalmarketing #offseason #marketing

What is Local SEO and how can it Benefit your Retail Store?

What is Local SEO and how can it Benefit your Retail Store?

Reaching a local audience is critical to the success of any brick-and-mortar retailer. This is why local search engine optimization (or local SEO) is so important. 

Local SEO helps store owners promote their retail business to local shoppers.

In this article, we’ll go into detail about what local SEO is and how it can benefit your retail business – from increasing your online visibility, driving foot traffic, and ultimately growing your revenue. 

What is Local SEO?

Local SEO stands for local search engine optimization. It is the process of “optimizing” your online presence so that your store can appear as high as possible in search results. By focusing on local SEO, you can attract more business from relevant local searches.

Essentially, the purpose of a local SEO strategy is to ensure that users can find you – both online and offline. 

The Importance of Local Search

shop local flag

According to Google: 

  • 4 in 5 shoppers use a search engine to find local information.

  • 50% of shoppers who conducted a local search on their smartphone, visited a store within the same day.

  • And 34% of users who searched on a computer/tablet did the same. 

Having said that, the amount of users that are conducting local searches is also growing at a significant rate. 

Over the past several years, there has been over a 500% growth rate in “near me” mobile searches that contain the phrases “can I buy” or “to buy”. 

For shoppers, search is no longer about finding a specific business. It is about finding a specific product in a specific place and in a specific period of time. 

The challenge for store owners then becomes giving target shoppers the answers they are looking for at the exact moment that they are searching. And by doing so, capturing both their interest and the sale. 

This is where local SEO comes in. 

The Benefits of Local SEO 

local store

We know that the modern shopper prefers to conduct product research online before making purchases in store. So it makes sense that retail businesses with the greatest local online presence (or a strong local SEO strategy) will capture the majority of sales in a certain area. 

Listed below are the key benefits of a local SEO strategy. 

Local SEO Strategies

seo strategy

As a local store owner, you may feel that investing time into your Google search ranking is useless as it means competing with larger retailers like Amazon and Walmart. But this isn’t the case for local search.

Google recognizes the benefits of local business and it knows that shoppers do too. So in order to determine how your business ranks in local search and if it is geographically relevant, Google takes a certain set of factors into consideration. 

With that being said, there are key elements to ranking well in local search – which can be broken down into the following three components: 

  1. Optimizing your Google My Business listing: Google My Business is a free online listing service offered by Google. It is a powerful yet easy tool that retailers can leverage to drive local foot traffic. To learn more about Google My Business, click here
  2. Optimizing your store’s website for on-site SEO: Increasing your on-site SEO involves updating your website to optimize for several ranking factors. This includes improving internal linking structure, building local content, optimizing for keywords (website URL, meta descriptions, titles, headers etc.), and ensuring that your website is mobile-friendly. 
  3. Optimizing for off-site SEO: This involves everything you should be doing across the web (other than your own website). Key strategies to focus on include NAP consistency, inbound links, and local directory listings. 

If you would like help implementing a local SEO strategy for your retail business, hiring a local SEO consultant is a good place to start. Click here for an informative and thorough guide on how to find the best local SEO company for your retail store. 


Keep an eye out on our blog for more SEO tips. 

In the meantime, if you would like to learn more about how you can increase foot traffic and store sales, click here

 
Retail Marketing: Free Thanksgiving Stock Images

Retail Marketing: Free Thanksgiving Stock Images

Fall is fast approaching. Which means that our retailers are beginning to gear up for their Holiday marketing campaigns.
 
And the first stop is Thanksgiving!
 
So to help you stand out, we’ve put together a collection of beautiful, high quality images.
 
All photos are free for commercial use, no attribution required.
 
Click here to download the images for free.
 
Happy Thanksgiving!

#thanksgiving #canada #retail #freephotos #stockphotos #fallphotos #thanksgivingphotos #retailmarketing #retailpos #cloudpos

Retail Marketing: Attract Local Shoppers with Google My Business Posts

Retail Marketing: Attract Local Shoppers with Google My Business Posts

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. 

google my business posts

What are the Benefits of Google My Business Posts?

local shopper

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?

google search

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.

#retailmarketing #googlemybusines #digitalmarketing #localseo #foottraffic #googleposts #posts #benefitsofGoogleposts