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How to Improve the Retail Checkout Process

How to Improve the Retail Checkout Process

Let’s face it, no-one likes long line-ups. In fact, a slow checkout process is almost guaranteed to result in frustrated shoppers, poor customer satisfaction, and a whole lot of lost sales in the process. 

So, while the brick-and-mortar checkout experience has long since evolved from the standard cash register, shopper expectations have also risen along with it. Used to the convenience that e-commerce provides, today’s retail shoppers expect a similarly fast and easy checkout experience.

That’s why we’ve put together the following tips to help you speed up your in-store checkout. Keep reading to find out how you can provide a frictionless experience that will keep your shoppers smiling while you ring in more sales! 

1) Accept different payment methods 

Nowadays, shoppers pay with a lot more than just cash or card. That’s why accommodating different payment methods can go a long way in reducing lineups and speeding up the checkout process. In fact, the more payment options you accommodate, the easier it is for shoppers to check out efficiently. 

To speed up your checkout process, consider enabling the payment types below. 

  1. Contactless Payments: Contactless payments are a faster alternative to chip and pin transactions. In fact, tap-and-pay technology has been adopted by many major credit card companies – becoming a popular payment option for in-store shoppers. 
  2. Mobile Payments: According to a survey done by Blackhawk Network, three out of five U.S. smartphone users have a mobile wallet. While this is a large chunk of consumers, enabling mobile pay can also help retailers capture sales when shoppers leave their wallets at home. 

Expert Tip! Check your processing contract to see if you are liable for any chargebacks on contactless payments. While the increase in speed may still be worth the risk of possible chargebacks, you will want to minimize your exposure by encouraging the use of digital wallets (Apple Pay, Google Pay, etc.) which have secondary authentication. You can also consider having CCTV coverage in your checkout area to deter would-be fraudulent shoppers.

retail checkout

2) Offer a buy online pickup in-store (BOPIS) option

Convenience continues to play a significant role on the customer’s path to purchase. And notably, checkout is considered to be the part of the shopping experience where convenience is most valued. In fact, 40% of in-store shoppers state that check-out is when convenience is most important to them

And what better way to provide immediate shopper convenience than a BOPIS option? After all, a great deal of retail continues to happen in nearby physical stores as shoppers are looking for something for immediate usage and they can’t wait for delivery. BOPIS solves several problems that have increasingly discouraged today’s customers from shopping in-store by:

  1. Optimizing the customer experience by ensuring that shoppers are never disappointed (e.g. products are out of stock) when they get to the store.
  2. Saving shoppers time when they are in the store – everything is already ready for pick-up. Retailers can streamline the process even further by dedicating certain checkout lines and POS stations to BOPIS shoppers. Don’t forget to merchandise around these areas with high-margin “snackable” products to capture any last minute impulse purchases!

According to an article by the Business Insider, almost 70% of US consumers use BOPIS. Buy online pick-up in-store options significantly increase checkout speed because all shoppers have to do is come to the store and pick up their orders. In some cases, 50% of shoppers state that they decide where to buy based on whether they can pick up their orders in-store.

At the same time, BOPIS also boosts sales and profitability for merchants by improving cashflow with prepaid orders, encouraging more impulse buys in-store, reducing overall delivery costs and minimizing returns compared to e-commerce.

It’s important to remember that BOPIS is most effective when used with a retail POS that can handle “unified commerce” as real-time stock levels are key to product availability. Unified commerce is just another way of saying a total retail management platform that offers a single view of inventory, sales, and customer data across an entire business in real time. As expected, the need for real-time data grows as sales volume and transaction complexity increases.

buy online pick up in-store

3) Upgrade to a line-busting POS

Perhaps the most important decision you can make to speed up your checkout process is to choose the right POS system. With so many different options out there on the market, it’s best to choose a POS that is designed for checkout speed. Particularly, look out for the following features in your POS software:

  • Cross-platform capabilities that let you turn any device into a station. You’ll want to ensure that your POS is mobile-friendly and that it can be run from any device. This will allow you to ring in sales from anywhere in your store when lineups get too long. Which means you can speed up the checkout process for your shoppers based on real-time demand.
  • Easy to navigate salescreen. Look for a POS software that is user friendly and designed for minimum clicks. Ideally, cashiers shouldn’t have to leave the salescreen in order to complete a transaction. 
  • Fast barcode scanning. To ensure a fast checkout process, it’s necessary to choose a POS system that is designed for fast scanning speed. It’s also important that your POS software can handle multiple barcodes per SKU.
  • Advanced inventory search. In addition to the features mentioned above, your retail POS needs to have smart search functions and the ability to quickly recall your last search. This will give you and your employees the ability to search products by keyword, description, or tag in case labels fall off or barcodes are not scannable.
line busting retail POS

4) Train your staff effectively

Having the right POS technology and hardware in place is not enough. Retailers need to consider the people who are actually operating the technology a.k.a their sales associates!

Staff are a crucial part of checkout optimization. Which is why store owners must devote the time and resources to adequately train them. To make things easier, think about adopting a POS system with built-in training tools. This will boost employee productivity and encourage self-service while significantly reducing training costs and time.

training retail staff

5) Email Receipts

While digital receipts are environmentally friendly, they’re also useful in cutting checkout lines. For one, shoppers won’t have to wait for their receipt to print out. And your employees won’t have to waste time refilling the receipt printer – risking the chance of aggravating customers who are already waiting in line.

In addition to streamlining the checkout process, digital receipts also come with significant business benefits, including:

  • Giving retailers an easier way to build email lists and gather customer data
  • Helping reduce fraudulent returns 
  • Decreasing overhead costs by eliminating printed receipts
  • Driving future interaction when you include links to the store website and social media
  • Allowing retailers to include personalized marketing message on receipts boosting customer satisfaction and loyalty

Expert Tip! Privacy is an increasingly important customer expectation. If you are collecting email lists, make sure that your POS system gives you the ability to legally collect consent for marketing directly from your customers.

email receipts

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Retail Loss Prevention Tips

Retail Loss Prevention Tips

Inventory shrinkage (loss of inventory due to employee theft, shoplifting, vendor fraud etc.) continues to be a serious issue for retailers – both large and small.

In fact, according to the 2019 National Security Survey, industry-wide shrinkage was estimated to be $50.6 billion. Thus highlighting the importance of having a loss prevention plan. 

So, to help you establish a plan of your own, we’ve put together some tried and tested tips and strategies. Check them out below! 

What is retail loss prevention? 

The loss associated with shrink is two-fold; you’re losing your initial investment in the merchandise itself as well as the revenue that the product could have generated with sales. This doesn’t even include reduced customer satisfaction due to stock-outs. 

Which is why store owners should consider retail loss prevention to be a priority. Loss prevention can be defined as a set of best practices that a retailer should follow to prevent product and profit loss. 

In order to better understand how to prevent product loss, you must understand what causes it and how those losses occur. 

According to the NRF National Security Survey, the main causes of inventory shrinkage include: 

  • Shoplifting/external theft (35.7%)
  • Employee/internal theft (33.2%)
  • Administrative or paperwork error (18.8%)
  • Vendor fraud/error (5.8%)
  • Unknown loss (6.6%)

Retail loss prevention tips

1) Merchandising 

As outlined above, the number one cause of inventory shrinkage is shoplifting. Shoplifting can take many forms, whether it’s an individual acting alone and stealing one or two items or it’s a serious case of organized retail crime where thousands of dollars worth of merchandise is stolen. 

merchandising in retail loss prevention

Whatever the case may be, it’s important to take necessary precautions so you can lessen the chances of shoplifting taking place in your retail store. 

The following are some merchandising best practices that can help deter physical theft: 

Merchandising best practices

a) Use effective signage: Make it clear to potential thieves that your store is being monitored. Hang signs around your store warning shoppers that they are under surveillance. Or alternatively, you can use signage to remind them of the consequences of committing theft.

b) Cameras: It’s good practice to place cameras by POS terminals, the entrance/exit to your store, and by any loading/delivery areas. To beef up your security even more, you can also consider hiring security staff. 

c) Mirrors: Smaller retailers may not have the resources to install cameras in every corner of their store or have their employees constantly monitor the aisles. For theses retailers, mirrors are a cost effective option to make a significant impact when it comes to loss prevention. Placing mirrors in key areas and corners of your retail space will allow one or two employees to easily monitor the whole store. It also helps your store look more spacious. 

d) Revise your store layout: Thieves are less likely to act when they are in plain sight of store employees. This is why it’s a good idea to organize your store layout so that employees have maximum visibility – avoid tall shelves and clustering product displays together. Also, consider placing valuable merchandise closer to staff or in locked displays. 

e) Keep your store organized: An organized store is key to deterring theft as well as encouraging shoppers to buy. Keeping your store organized will also make it easier for staff to identify missing product. On the other hand, a disorganized store makes it easier for thieves to operate and can even play a part in attracting them. 

2) Use RFID technology

A radio frequency identification system (RFID) is an advanced technology system used by larger retailers to improve inventory management and protect against shrinkage. It is particularly effective against internal theft and administrative errors as RFID tags are harder to manipulate.

RFID chips contain inventory information and are embedded in product tags or packages. This then lets store owners track product information in real-time. They are especially useful for retailers who are omnichannel as RFID provides item level visibility so you can track merchandise from distribution to sale.

While RFID technology has traditionally been too expensive for small retailers, the cost continues to fall as more and more retailers are using them. In some cases, the cost has fallen below $0.05 per tag. While this may still be too high (especially when you add the labor cost of applying tags), depending on your volume (which may allow you to request your supplier to apply them) or the value of your products, it may still be more cost-effective than any losses you would incur as a result of shoplifting.

To learn more about RFID technology, click here

RFID technology for loss prevention

3) Use a POS system with strong user permissions

Many POS systems give retailers the ability to create different staff accounts and set user permissions. These permissions allow store owners and managers to restrict staff members from accessing certain features in the POS system. Put simply, user permissions are ways for business owners to limit employees from performing tasks outside of their job description and to prevent internal theft. 

It’s a good idea to invest in a POS system with strong user permissions and access rights as it can go a long way in preventing shrink.

Depending on the size of your business, you will want to be able to customize the type of rights different employees have access to. If you have a lot of staff or have turnover due to seasonality, you’ll want to look for POS systems that allow you to easily group employees by different customizable roles. In this way, you can easily set the access rights for a role (e.g. cashier) and then simply assign any employee to this role without having to manually set up the rights for each person.

Use a retail POS with user permissions

4) Manage refunds and returns

Fraudulent returns (returning used, stolen, exchanged merchandise or returning merchandise with counterfeit receipts/money) happen frequently in retail. And while return fraud is harder to assess than shoplifting, a strict return policy can help prevent it from occurring in the first place.

Here are a few tips for developing a practical return and exchange policy that minimizes the risk of internal and external theft:

  • Require the original receipt for all returns and make sure the store’s return policy is printed clearly on all receipts. Most POS systems will allow you to customize receipts to include important important information such as store policy, contact info, and social media. 
  • Make sure employees are strict about enforcing the store return policy. Consider placing a written version close to your checkout tills. It’s also a good idea to have employees remind shoppers of the policy at checkout.
  • Require customer ID to process refunds and exchanges and train staff to spot fraudulent returns.
  • Consider offering refunds only in the payment method used to make the purchase. While there is a processing cost to allowing refunds on credit cards, it is a lot easier for savvy users to process fake returns if it is possible for them to refund using cash. After all, it’s as simple as reprinting a receipt, processing a return and pocketing the cash themselves.
  • Look for a POS system that gives you the option to accept returns with a separate return screen that forces users to associate a refund to past invoices.
have a strict return policy

We hope you found this article helpful. 

If you are a Toronto retailer, you can download the following whitepaper for emergency situations.  

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Off-Season Marketing Strategies for Retailers

Off-Season Marketing Strategies for Retailers

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. 

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.

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Inventory Management 101: What are SKUs?

Inventory Management 101: What are SKUs?

A SKU (pronounced “skew”) stands for Stock Keeping Unit and is used by retailers to both identify inventory and keep track of inventory movement. 

It is basically a unique combination of numbers and letters assigned to each product in a retail store. As a retail owner, SKUs give all of your products a single type of code to help you keep track of certain details for a specific product including price, product information (colour, size, features, etc.), quantity, and manufacturer. SKUs are often associated with vendors or supplier barcodes but can they can also be converted into scannable barcodes and printed on to product labels.

A retail POS system is the software that holds all of this inventory information so that you can track what you’re buying, how much stock you’re carrying and whether stock movement matches what you’ve sold. Whenever you’re looking for a new retail POS system make sure to check if the software will allow you to use your existing SKUs and also generate consecutive SKUs for new products. This is particularly important if you integrate to other non-POS systems (e.g. accounting systems) based on your SKU names. 

SKUs vs GTINs

SKUs should not be mistaken for Global Trade Item Numbers (GTINs) or Universal Product Codes (or UPCs). SKUs are internal codes used for products that are unique to a retail business. On the other hand, GTINs or UPCs are the same for a product – no matter who/what store sells it.

product label

How are SKUs Made? 

Each retail store has a unique and specific process in place for choosing SKUs. This method is usually easy to understand and follow for retail staff. 

POS systems can help you create SKU codes based on a format that works for your business. For example, your SKU code can have a specific prefix or suffix together with a number that increases consecutively. For example, a SKU for your business might be FD-2340-GR. Others use shortcodes within their SKUs as an easy hint to staff so they don’t need to memorize numbers.

retail POS system

How are SKUs used?

Inventory management: Inventory/stock-takes should be done at regular intervals in retail; both for tax purposes and to ensure accurate inventory levels. 

When each product is assigned a unique SKU, inventory availability is easier to determine throughout the year. And when it comes time for a stock-take, SKUs make it easier to reconcile stock levels – so that actual inventory levels match inventory counts in your retail POS or inventory management system. 

inventory management

Stock replenishment: Making use of SKUs can help store owners identify reorder points and a minimum threshold – so when inventory hits a certain level, they are made aware that a new purchase order needs to be placed. 

These internal codes also help you identify the products that move faster. Meaning you only have to re-order when you really need to – resulting in reduced inventory holding costs. 

skus make for easier stock replenishment

Better customer experience: Have you ever walked into a store and seen a pair of shoes or a t-shirt that you liked – but it turned out that you needed a different size? In this case, retail employees usually scan the item’s barcode or label to see if they have your size in stock, either in the back stockroom or at a different location. 

This instance explains how SKUs are used within a retail system to improve customer experience. When products share a traceable type of code, you and your staff can more easily identify stock levels quickly so that more time is available to actually assist customers.

identify stock levels quickly

Identify profitable stock: SKUs are generally the easiest way for retailers to filter for specific and detailed product reporting – e.g. identifying best sellers and underperforming products by their SKU. When you combine this with merchandising and product categories or tags, business owners can more easily see the effectiveness of their store’s product mix. 

identify best sellers and underperformers

Identify inventory shrinkage: Inventory shrinkage in retail can be defined as the discrepancy that exists between the inventory quantity in a retailer’s POS system and the actual inventory in that store. In other words, it consists of the stock/product/inventory that goes missing due to human error, theft, damage, miscounting etc. 

Inventory management is key to combating shrinkage in retail. As stated in an inventory shrinkage article published by Forbes, “Without an active inventory process, you do not realize your losses until it is too late.” 

And properly designed and implemented SKUs are central to any good inventory management system. They are key to modern digital retail since they are necessary to share and track inventory information between different locations, systems, and sales channels.

SKUs help reduce inventory shrinkage

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Sell More: Black Friday Marketing Tips for Retailers

Sell More: Black Friday Marketing Tips for Retailers

The five day Thanksgiving weekend (American Thanksgiving through to Cyber Monday) is one of the biggest shopping events of the year.

According to the NRF, the average shopper spent $313.29 during the five day period in 2018

For retailers, this presents the perfect opportunity to attract more shoppers with Black Friday marketing and as a result, increase store visits and sales.   

But in order 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

While shoppers are expected to shop all weekend long, Black Friday has remained the busiest day for in-store shopping with more than 67 million shoppers participating last year and 114.6 million expected to participate this year.

NRF Thanksgiving Weekend Data

Top purchases over the 2018 holiday weekend included: apparel (57%), toys (34%), books and video games (29%), electronics (26%), and gift cards (20%)

It’s important to note that the multichannel shopper outspent the single-channel shopper by $93 on average in 2018

NRF Type of Black Friday Shopper

This year, the majority of shoppers are planning to start their shopping in-store (47%) compared with those who are planning to start online (41%)

The following are the top reasons that people plan to shop this holiday weekend

  • 65% of shoppers state that it is because the deals are too good to pass up 

  • 28% say that it is due to tradition

  • 22% state that they like to begin their holiday shopping during the weekend

  • 21% of shoppers say that it gives them something to do

  • 17% state that it’s a group activity with their friends/family 

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

6 Retail Store Marketing Tips

1) Assess your Online Presence 

Review your online presence

Recent consumer research shows that nowadays, shoppers are conducting Google searches prior to visiting retail stores. In other words, online information is what drives shoppers to purchase in-store. So even if you do not have an online store, it’s important to assess and revamp your online presence prior to the Thanksgiving weekend.

If your business cannot easily be found online, there’s a large chance that you are losing out on potential shoppers. So here is a quick checklist that will help you assess 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). 

  • Ensure that your website is mobile-friendly – mobile friendliness is a major ranking factor used by Google when deciding how to rank your website. You can use Google’s Mobile-Friendly test to check the mobile-responsiveness of your website.  

  • Check review platforms like Google My Business and Yelp and make sure you are consistently replying to customer reviews. 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. 

2) Engage Shoppers After the 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. 

So, in order to capture this chunk of customers, it’s a good idea to run  sales and promotions post Black Friday weekend. Not only will you be able to draw in more shoppers and sales, this strategy will also help  you get rid of any slow moving or remaining stock. 

To reach as many shoppers as possible, take advantage of email marketing and other digital marketing tools to promote your post Black Friday and Cyber Monday deals! 

3) Partner Up with a Local Business 

partner up with a local business

As a small retailer, it’s hard to compete with big-box stores on Black Friday – slashing your prices in an attempt to increase traffic and sales just isn’t good for your margins. But with 65% of shoppers crediting good deals as their main motivation for Black Friday 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 a store 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 Events: You can also team up with local businesses to host special events. For example, you could partner up with a 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

exclusive offers

Black Friday is a great opportunity to strengthen your brand’s engagement with your loyal shoppers. After all, they are your target customers and the ones that are the most interested in your products.

By introducing the idea of exclusivity in your email marketing campaigns, you trigger psychological rewards like a sense of belonging and importance. This is why exclusivity makes your promotional offers appear more attractive to shoppers and encourages them to visit your store. 

Remember – shoppers are bombarded with emails during this time of the year. So make your emails stand out with:

  • a clear incentive in the subject line (for example: Exclusive VIP Sale) 

  • a personalised subject line (personalized subject lines are 26% more likely to be opened). Alternatively, you could include the shoppers first name in the email opening line. 

  • a short, simple, and to the point message. 

 5) Promote Scarcity 

promote scarcity

As mentioned above, 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 and scarcity are widely used marketing tools in retail. And for good reason – creating a sense of urgency in shoppers increases demand and ultimately leads to more purchases. 

The following are some strategies that you can employ to incentivize shoppers to act fast: 

  • Set Deadlines: 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. 

  • Use FOMO (or fear of missing out): Scarcity drives shoppers to take action. In order to promote scarcity, it’s a good idea to highlight that certain items are limited or low in stock 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 specify that certain items have “limited availability”. You can do so by adjusting the input for the availability attribute for all relevant products. 

6) Run Google Local Inventory Ads

Google Local Inventory Ads

Multichannel and omnichannel shopping are quickly becoming the new reality of retail:

It turns out that these shoppers are more valuable too. 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 a study done by IDC, multi-channel shoppers have a 30% higher lifetime value than those shoppers that only purchase from one channel

This Black Friday weekend, you can get in front of these multi-channel shoppers with Google Local Inventory Ads. 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. 


Good luck and have a Happy Thanksgiving weekend! 

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