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.
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.
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.
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.
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.
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!
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
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:
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.
Black Friday Shopper Insights And Trends
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
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
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!
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.
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:
Clear offers in the subject line (for example: Exclusive VIP Sale)
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.
A short, simple, and to the point message.
5) Promote Urgency
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
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
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.
Rather than interruption, digital marketing focuses on delivering useful information at the exact moment that target shoppers are looking for it.
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.
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.
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.
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?
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.
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!
Want to know more about off-season marketing strategies for retail stores?
Back-to-school is a time of change for many people – teachers, parents, and most importantly students. Many see it as a fresh start and a time for new perspectives.
Smart retailers will play on these feelings with creative marketing tactics.
3 Back-to-School Promotions to Help you Sell More
Even if your store has no connection to back-to-school or college, you can still engage with your shoppers in a memorable way.
Here’s how: cater your promotions to shoppers by using change as a marketing tool.
Listed below are 3 promotion strategies that can help you sell more.
1) A free gift with every purchase made
This type of promotion offers every shopper who spends a certain amount in-store ($50 or above, $60 or above etc.) a free item.
One example of a gift with purchase could be a back-to-school basket with different school supplies. You can also print your brand name on each of the items in the basket. It doesn’t necessarily have to be school related either – popular store merchandise or a gift card are also effective gifts.
The benefits of this promotion strategy include:
attracting shoppers’ attention
increasing the likelihood of impulse buys
making it easier to up-sell and cross-sell
improving shopper experience
enhancing attraction and remembrance of your brand
Social media contests are a great tool to increase sales and generate a buzz online. As most shoppers (college students and millennials especially) are conducting product research online, it is also a great method to reach target shoppers.
This back-to-school season, 49% of K-12 families and 45% of college shoppers are planning to shop online. So get in front of these consumers by running a giveaway or contest with effective prizes.
Here are some ideas for effective prizes:
A “back-to-school survival kit” for different ages of students.
A de-stress prize such as a gift card for a popular restaurant or spa nearby (consider partnering with a local business)
Free tickets to fall festivals, concerts, apple picking or other events
Here are some examples of creative back-to-school tie ins:
A store that sells cleaning supplies could offer discounted packages for college students. It could be marketed it as an all-in-one package for cleaning dorm rooms.
A health food store or grocery store could give away healthy meal plans and recipes for college students. Or alternatively – recipes for preparing healthy lunches for children.
Families love including their pets in holidays, birthdays, and other milestones. So a pet store could offer back-to-school merchandise for pets! Pet-smart is a great example of a store that has leveraged back-to-school. In the past, the retailer has taken advantage of the back-to-school season with their school-themed pet gear.
Want to know more about how to increase foot traffic to your store?
After over a year of lockdowns and re-openings, retailers are finally able to open up their doors to the public again. Now, more than ever, retailers need to take more initiative in their local SEO efforts to ensure that they are visible to online shoppers.
But what is local SEO and how does it help my retail business?
SEO stands for “search engine optimization.” This refers to marketing that helps increase the quantity and quality of visitors online that find you through organic search engine results. “Organic search engine results” is just a fancy way of saying “the top results that show up without paid advertising” in a search engine when somebody searches using certain words. Here’s an example in what an “organic result” looks like in the Google search engine, but it is similar in Bing or Yahoo.
Local SEO is just a more localized version of this – it’s the way that local businesses can show up higher in organic search engine results. An example could be a customer looking for a bag of Acana dog food in their area. When they type “Acana dog food near me,” Google matches the search to local listings in their area.
How to improve where you show up in “search results“
Have you ever thought of how results pop up on your ‘results’ pages? SEO plays a big role in that. One of the main things that affect how websites are displayed on search engines is the number of and quality of keywords in the website.
What is a keyword?
Keywords are either statements, questions, or words that people put into the search bar in a search engine. Finding the right keywords for your website and other online store listings is important because it can affect how and where you show up in search engine results.
Retailers looking to improve their local SEO should do some keyword research and take proactive efforts to make sure that their website and other listings consistently include the most popular keywords. Over time, this will help their stores rank better in local search engine results. The best way to continuously include popular keywords is to create new and relevant content such as new blog posts or website pages. At the same time, it’s important to always have some evergreen content (content that will remain relevant for the foreseeable future and can be re-shared and repurposed), suitable for the industry (e.g. petstores).
What are examples of evergreen content?
Blog posts or pages featuring clients, products or services offered, as well as their long-term benefits. The goal is to create content that presents the business as an expert within an industry in order to build trust with customers.
Why you need a mobile-friendly website
Another SEO-friendly move includes improving mobile responsiveness on your store website. “Mobile responsiveness” refers to how well your retail website looks on all different screen sizes, especially mobile smartphones. In 2020, just under half of the world’s population owned a smartphone with 63,000 Google searches performed per second. When a website cannot change to fit different screen sizes for different devices automatically, new visitors will leave the website faster as it’s not a good customer experience.
It’s already harder in mobile as statistics have shown that capturing peoples’ attention on smartphones is more difficult (a difference of 28% as compared to Desktops) due to the smaller amount of space from which you can “sell” your business. But when you add this to the fact that people are also increasingly relying on their smartphones as their main source of information and that “search” online today usually starts from a smartphone, mobile responsiveness is key to being found online today.
Targeting new keywords
Another way to increase traffic to your website is to rank for new keywords (click here to jog your memory on keywords) that target challenges or new needs of your customers. In order to know how to show up for specific terms, retail business owners need to do keyword research. One good resource is Neil Patel: his website offers free resources to check what keywords you are ranking for and how to optimize your website so that you show up in more related searches.
Optimizing your Google My Business (GMB) profile
Over 80% of customers go online to find more information about a store or product before ever setting foot in a store. People are getting increasingly more tech savvy, which means that retailers need to adapt to new ways of shopping. Google My Business (GMB) is one of the first stops that new customers usually make to find out details such as opening hours or reviews that past customers have left. It is important to update GMB because:
It’s a free tool that can automatically bring more exposure to your business
It helps customers learn more about your business through features such as Posts, online bookings, photo galleries and store reviews.
It helps customers find you in Google Maps.
⭐ What is SWIS (See What’s In Store)?
See What’s In Store (SWIS) helps retailers showcase their product to shoppers in their area. When shoppers search for products (such as “Acana pet food near me”) in Google, they will see a list of nearby locations that carry those products. If those stores have SWIS activated, Google will show a free product showcase highlighting exactly what products are available in store. Because this feature is most effective when the product availability is accurate, a SWIS product showcase is best when it is managed by a store POS directly linked to Google. The added benefit of SWIS is that it turns product names into keywords which helps retailers show up higher in search results.
Read more about how TAKU has helped retailers globally increase their sales?