Most of the time, when we talk about marketing retail, the focus will immediately go to the digital. Are you setting up a site that’s good enough? Are you getting followers on social media? Are you putting your online adverts in the right place? Digital marketing is growing more crucial in all kinds of business, that’s undoubtedly true. But if you forget the physical side of your store in your planning and budget, you risk failing to utilise the best possible marketing tool you have.
1. Leading the Way
If you have any kind of business that thrives on selling things physically, whether it’s food, clothing, groceries, music, or anything else, then you need to be thinking about visual merchandising first and foremost. The goods are the main draw of the business. Being able to utilise them to their most aesthetically pleasing potential is one of your best roads to success. A great window display of your best-looking items will get more traffic into the store. Meanwhile, making use of eye-catching displays will keep that traffic moving through different parts of the store, making customers more likely to spot an extra item and to spend more money than they originally intended to.
2. Step Into the Brand
The aesthetic side of the store isn’t just about the items, themselves. The very best physical business brands make it one of their priorities to wear that brand through every inch of the store. Bring the brand identity to life by coming up with a consistent visual design. Make it pop through the signage, colours, through pieces of art used in the building, through lighting and more. Let your brand extend across all walls, floors, and even windows with specialised designs from places like cooltone.com.au. A physical business space with a great brand does more than look attractive. It creates a mood and an experience that gets the customer in tune with not only the goods on offer but the “vibe” or lifestyle that the store is a part of. It adds the emotional appeal to the practical appeal that visual merchandising offers.
3. It’s More Than a Smile
When talking about emotional appeal, ensuring the customers have as pleasant an experience as possible should be a big part of your strategy. To that end, real human interaction can play a massive role. The customer service of the business can take root and turn it from a transaction and into a real experience. For one, shopping assistants can provide not only help but serve as a font of information and personalised sales pitches. But you have to prepare them properly. Have different policies and methods for tackling the different issues that customers might have. Systemise the practicalities. If your customer service staff don’t have to worry about how exactly they are going to handle a problem, they can focus more on the personal interaction side of it all.
4. A New Kind of Space
There’s an exciting trend that is helping physical business spaces compete with the convenience of the online. One of the issues that some have been facing is that e-commerce and other online solutions offer as much as the real-world stores do, but with another layer of convenience. So, stores are competing by offering things you can only get in the real world. For instance, many retail brands are starting to offer coffee and food alongside the other products they deal in. Or they turn their store into a wi-fi hub. This gives people more reasons to go inside, adds an extra revenue stream, and can make the store more of a community centre than anything. All of that is very good for business.
5. Give Them a Reason
Sticking with that theme of giving customers a reason to come inside the store, you have the significant advantage of having real world visibility. A business can spend as much time and money on things like search engine optimisation and social media as they want. They can’t compete with the sheer potential your storefront has to stand out to the average person. Many stores use that to their advantage with special offers and even occasional events, as suggested by smallbiztrends.com, to catch even more attention. A fashion show in a fashion shop; a cooking lesson or demonstration in a kitchenware shop. There are all kinds of ways an inventive business can get more people in the store.
6. Take it With You
On the other hand, some physical businesses are limited by the fact they’re stuck in one location. Sometimes, spreading your wings and appearing elsewhere can help you bring more attention to the original store and drive people towards it. But if you don’t have the money to expand to a second store, what’s your move? Businesses like popupshopup.com.au might help, giving you a temporary space to sell your goods and services outside of the usual environment. Setting up stalls at trade shows, seasonal markets, and more can help you capitalise on great amounts of traffic than your store might normally see.
7. Crossing the Boundaries
Of course, nowadays, you can’t stay away from the internet for too long. But even businesses trying to prioritise real-world traffic can make use of it. Location-based marketing has become a big thing, targeting people on digital devices near your business, highlighting where you are, what deals are on offer, and more. You can also make use of the omnichannel, using an online store to allow people to make orders that they can then come and pick up in the store. You can even incentivise further spending when they arrive by offering a discount on any additional items bought while they’re there. You might want to focus on the real, but that doesn’t mean it’s worth completely ignoring the digital.
It’s time to get physical with your marketing and stop ignoring the benefits of improving your real-world presence. Hopefully, the tips above show you how to start making better use of what you already have. Digital marketing is good, but a branding experience that people can see, go through, and touch is invaluable.