Recent studies suggest that the internet will account for around 53% of retail sales by 2028. If these findings are to be believed, bricks-and-mortar shop owners will need to work harder than ever to pry potential customers away from their favourite websites and get them through the door instead. Thankfully, there are all sorts of marketing strategies you can put in place to get yourself that much-wanted footfall.

According to many retail experts, shops should use a blend of both digital and traditional marketing campaigns. While it might be tempting to focus entirely on your online presence, there’s still a place for print in 2020 and beyond, and it remains a useful way to spread word of your brand throughout the local area.

Of course, both approaches come with expenses. You’ll also have to dedicate time and attention to getting on social media, building your website, and working with graphic designers to create eye catching flyers, leaflets, and event posters.

Goals of retail marketing

So why should you pour so much precious time and profit into marketing your shop?

• Increase sales and revenue – without those sales, you won’t have the revenue to keep your retail business afloat.
• Improve brand awareness – your brand is the only way to reach your target market. It creates familiarisation, and you’ll need this to get customers through the door.
• Improve brand loyalty – if you want customers to come back for more, you need to give them something they can connect with. Marketing will help your audience bond with your brand image and values, encouraging loyalty.
• Better customer engagement – customers need to engage with your brand to continue spending with you, whether through Facebook likes or e-newsletter sign-ups.
• New product acceptance – use your marketing campaigns to build a feeling of expectation and excitement around new and unfamiliar product launches. This will help improve their chances of success.
• Creation of brand equity – don’t underestimate the value of a well-known brand name. Even if you don’t become a household name, you should aim to make your name one of the first things people think about when it comes to a certain product.
• Creation of a corporate image – how do you want the public to perceive you? This is tied to your brand identity, the products you stock, and even your PR strategy.

Retail sales promotion strategies

You’ve probably worked out from the previous section that having a social media marketing strategy seems to be the key to interacting with all age ranges. However, there are lots of other things you can do away from the feeds that’ll get people talking about your retail business.

Online presence – create a retail presence
There’s no point having a social media strategy if you don’t have a website. You’ll want to use social media to filter your target audience through to your website, where they can learn more about your brand and your values.

Thankfully, it’s super-easy to create a website. Using website builders like Wix and GoDaddy, you can create your website from a template. It’ll be up to you to write the content and source some great images that represent your brand, then it’ll just be a case of dragging and dropping everything into the right place.

Website builders also make it really easy for you to set up an online store. Having multiple channels through which your audience can make purchases is a great way to get more cash into your account.

Marketing opportunities through partnerships
A great way to get yourself noticed is to associate yourself with a bigger brand. You can do this by getting involved with local businesses and charities. Perhaps an established business is putting together an event that you could demo at, or perhaps you could partner with a charity to raise money.

Exclusive or special events
With guaranteed footfall, local events are a great way to get your name out there. Armed with some banners that show your brand in its best light, you can go out and speak to your target market face to face, and even offer them some freebies for good measure.

Influence marketing
Because influencers have already earned the trust of their followers, they offer an instant audience for you to connect with. Many influencers accept free products in exchange for a video, so this strategy may not be as pocket-stretching as you think.

Sponsor local events
Whether it’s the local funrun or a small festival, when you sponsor local events, your logo will be on full display. Not only is this good for building brand awareness, but it’ll also show people that you’re invested in the area, which will build trust and add credibility to your name.

Email marketing
Thanks to email software like MailChimp, it’s really easy to set up email marketing campaigns. You can get people to sign up to newsletters on your website, or ask whether customers want to receive emails at your physical checkout and at your ecommerce checkout. Use your email campaigns to advertise promotions, events, and news stories that relate to your brand and its values.

Traditional advertising
You may also want to try your hand at traditional marketing methods. These include magazines, newspapers, and radio commercials. If you are considering these methods, make sure you refer back to your market research.