As holiday season approaches, you should start to consider what to stock your shelves with and how to merchandise it. Now that most cities and regions have fully re-opened, you should expect more foot traffic in your store and more shoppers ready to spend money during the biggest shopping season of the year.
In order to capture shoppers’ attention, you will need to stand out. With supply chain issues affecting big box stores that import more from abroad this year, local businesses have the room to thrive and stay competitive during this busy season. We will introduce you to some of our selling tactics for this season to make sure that there is a steady flow of people coming in and out of your store.
Put new seasonal items at the front of the store to encourage customers to make impulse purchases
Merchandising is especially important during the holidays. The right strategies can make a world of a difference when trying to sell seasonal products such as greeting cards, decorations and gifts.
Make sure that you prominently showcase new or seasonal products by highlighting them in signs around the store and featuring them in any window displays. Make customers feel welcome and at-home when they browse in your store. You can also create a display at the checkout area that features seasonal low-ticket items that people would buy impulsively such as winter lip balm, hand cream, and stocking stuffers.
Put any discounted items (e.g. last season holiday goods) at the back to drive customers further into your store
Placing sale items at the back of the store means that you are able to capture shoppers looking for a bargain by making them walk through the entire store and see your entire catalog of items on display. Studies have shown that this encourages shoppers to buy more on impulse.
A lot of pharmacies or supermarkets use this strategy by placing bulky “loss-leaders” such as toilet paper (products sold at cost or even under cost to attract shoppers into the store) at the back of stores to encourage shoppers to use a shopping cart since this will make it easier for shoppers to browse for a longer period of time and pick up higher-margin products.
Package products that aren’t selling as well together
Make holiday gift packs to move slow moving products. Make sure to highlight the value of the gift pack (e.g. how much is saved versus buying the items individually)!
Grouping similar items together can make them seem more appealing to shoppers. In some cases, it can even increase the selling price of certain products! Attractive packaging can increase the perceived value of certain products. Festive packaging also adds to the overall look of the store and makes gifting easier for shoppers who do not want to wrap their gifts. Since convenience is important to many shoppers, this can directly impact holiday sales.
Deck out your store and online channels with seasonal and/or festive decorations
Put up inclusive holiday decorations to make sure that you do not alienate any customers while trying to create a festive spirit. A popular theme is decorating the store based on the seasons (example: Winter-themed décor and trinkets for December). Pinterest is a great starting point to get inexpensive DIY ideas if you’re on a tight budget.
Offer products that aren’t selling well as a gift with purchase
This is another way to move products that aren’t selling as well as expected. Make sure to have a minimum purchase amount to drive larger orders. This is also an easy one to offer in-store and online. Generally speaking, it’s good to have free gift offers with all channels but make sure your higher value gifts are reserved for in-store sales since shoppers buy when they can see everything you offer in person.
Use QR codes on your storefront window to keep selling even when your store is closed
Instead of turning off the lights and calling it a day, use your physical storefront to showcase holiday sweepstakes or promotions. One way to do this is by using QR codes in your storefront displays to make it easy for customers passing by to shop for items impulsively and learn more directly in your online store.
Once customers are in your online store and have added items to their cart, even if they don’t buy right away, you are able to send them retargeting emails (emails that remind them that they still have items in their cart ready for online checkout) and let them know about future promotions.
Since 2015, almost 50% of all web traffic happens on mobile phones. In 2020, this rose to almost 55%. As mobile phones play a more important part of peoples’ lives, retailers need to use this to their advantage. This means being aware of the way your business shows up online and using the right tools to attract shoppers. Whether it is paying attention to social media, customer reviews, building a website, or taking payments remotely, business owners today need to use technology to help grow their business.
Mobile Friendly Websites Get You Noticed
One of the (FREE) effective ways that you can show up higher on search engines like Google is by having a mobile responsive website. This basically means a website that looks good on smaller screen sizes such as those on mobile smartphones.
After all, a website has more functions than just allowing people to shop online. While having an online store is no doubt helpful, a website is also a calling card for shoppers to see and experience the store brand. It can even be a 24/7 catalog for people browsing online. Store websites help direct traffic to physical stores which gives retailers more opportunity to upsell shoppers.
70% of shoppers surveyed by Google said that they did online research or looked up a retailer online at one point before stepping into a store or purchasing an item. Because the majority of this research happens on mobile phones, digital marketing for a retailer must include improving the mobile experience for shoppers to drive more customers into stores.
In order to show up online, feel free to check out our best local SEO practices blog post to learn more about how you can show up higher on local search results.
Compete With Big Box Retailers Online
Since 2015, there has been a 500% increase in online searches that contain the words “near me” and “to buy.” Shoppers want to find things near them when searching online. In the same Google study, “open now” searches went up by 3x.
What does this mean for physical retailers? It means that being online gives you a chance to compete with big box stores that sell similar or same products.
Example: A shopper searches for “Acana dog food near me” and sees the following results. Though national chains do show up here, it gives smaller retailers a chance to compete. They can do this by highlighting how close they are, showcasing their products and showing competitive pricing. As shoppers are motivated by convenience and distance, this information can determine whether or not they step into your store.
Google’s Local Inventory Ads feature helps you show up higher on search results online. In short, Local Inventory Ads (LIA) showcases product and store information to shoppers nearby who are searching for specific or similar products. This is a great platform for retailers who sell barcoded products.
People Don’t Want To Figure Out Your Website
People who land on your website want convenience. 60% of people won’t return to a website if it is hard to use or not mobile responsive (easy to read on every screen size). People value convenience and want to have easy access to information. Shoppers won’t stay on websites that do not function properly on their screens. This is why mobile friendliness is particularly important to retailers who want to increase their visibility online.
Expert Tip: For PC users, you can click F12 > Select a different screen size to test out how your website is shown online on other devices.
Want to know how TAKU can help you sell anywhere at anytime?
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.
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.
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.
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!
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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.
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
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 little as $10/day) than traditional marketing methods.
Click here to learn more about the benefits of digital marketing for retailers.
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:
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.
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.
Use original images for the best results as these rank better on SEO.
Don’t forget to include the links to your social media accounts on email signatures, invoices, receipts, ads and on any window displays.
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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