For brick and mortar retailers, 2014 has proven to be another challenging year with slow economic recovery, high competition, demographic shifts and changes in consumer attitudes and behaviour.
A Forbes article posted earlier this year indicated that the marketing theory of “location, location, location” will become “customer, customer, customer”. But how can you reach those customers? Here are seven ideas to inspire you.
Outside the store…
1. Create an amazing window display. Window displays are one of the most useful marketing tools you have at your disposal. See this article on the top 10 tips on top window displays for ideas on creating yours. And for more inspiration, you can view the latest creative window displays on various industry blogs i.e. Retail Focus.
2. Treat your premises like a billboard. You might have spare outdoor wall space where a commissioned artist could create a branded mural. Or if you have space above the ground floor you could have window vinls produced or a large banner installed – all to act as extra advertising space.
3. Generate a buzz with a pop-up shop. Consumers are interested in the sudden existence of a store, which can evoke a sense of urgency, limited editions and spontaneous purchases. Brands such as Google, TopShop, Nike, Prada and Nescafe are all using them as brand extensions.
Inside the store…
Once consumers are inside, there are many ways to engage them:
4. Create an exhibition display area to make your store more interesting.This area could include your products or items linked to your brand. The Nike store in Caesar’s Palace, Las Vegas has a ‘museum like’ area containing floor to ceiling fabric prints of iconic basketball players and display cabinets containing retro trainers.
5. Offer space within your store for local artists to rent from you. The artists might use your products to create new things or items that accentuate your products. Hobbycraft often have third-party craft sellers located in-store making cards and jewellery.
6. Give customers ideas on how to use your products. Some Marks & Spencer stores have a live kitchen set up in the food hall where a chef will demonstrate a range of recipes and provide samples to shoppers.
Finally…
7. Create a noise in the press. Once you start creating edgy and exciting activity in and around your store, give journalists and bloggers a call to spread the word.
