The times in which we live make it necessary for companies, belonging to the sector they belong to, to adapt to the digital world, through a digital transformation that helps them survive technological advances.
A sector particularly affected by technological progress is the retail sector, given that, in these times battered by the coronavirus, a large part of its public is betting on online purchases.
This sector is very broad, encompassing a wide variety of businesses, from supermarkets to clothing stores, hardware stores … in short, all those businesses with retail sale. Therefore, when designing and implementing retail marketing strategies, a key point is to know the target audience and adapt the strategy to that audience.
What is retail marketing
Retail marketing is the set of marketing actions that we carry out in a store with the intention of improving the customer experience, and achieving the sale by generating sensations.
The main objective is to stimulate the senses of the audience (touch, sight, smell, hearing …) through the implementation of certain actions, until the client focuses all his attention where we want him to. In the case of online stores, UX plays a key role.
Differences between the e-retailer and the market place
The concepts e-retailer and market place, unlike what many people may think, are very different concepts, with important differences, although both can be included in what we call e-commerce.
E-retailer refers to a retail store taken to the digital plane, a store that normally has the same products that are in the physical store. While the marketplace is a collaborative space where different companies, producers or individuals can put their products on sale and where each of the companies works to promote them.
Retail marketing strategies
We present 6 retail marketing strategies that, surely well implemented, are very effective for your brand and bring you great benefits, such as a greater number of leads and conversions.
Omnichannel is a trend in marketing. It consists of the integration of all the existing channels in the market with the intention that customers can continue interacting with a brand in a certain channel, even if they have started communication in a different channel. With this strategy, paths are generated that are interrelated.
Omnichannel is a complete experience that starts in the digital environment and ends in the sale thanks to the personalized communication it offers to the target audience.
Branding as a differentiating element
Branding is one of the strategies that achieve the greatest impact on customer loyalty and recurrence, whatever the sector. Through branding, a company can create a differentiating concept, consistent with the company, show its own image and values through which it can empathize with your buyer persona.
All the values and visual elements must be applied in an aligned and noteworthy sales environment, just as the large firms in the retail sector do.
In many retail businesses, loyalty strategies based on reward systems are very effective. These strategies consist of points programs, discount coupons … The important thing is to discover what your audience values the most and implement that reward.
These strategies are important to get repeat customers. Although others based on rewards can also be used to obtain relevance and interaction, for example: the usual raffles that are carried out on social networks.
In all sectors it is important to segment the audience, although in the retail sector it is, if possible, more important, since clothing is one of the elements that mark the gap between the different generations.
This should not be forgotten. You have to know the audience well, define well the target audience, their needs, hobbies, behaviors and launch messages, campaigns and appropriate strategies for them.
Social media activity
It is nothing new that customers who normally have contact or follow the social networks of a company are more likely to visit the website and buy the products or services that are sold there.
But it is not valid with any activity on social networks, it is necessary to have a global strategy in all of them capable of mobilizing the audience through quality content.
Influencer marketing is a good retail marketing strategy for generating valuable content. This strategy consists of achieving a series of collaborations between brands and people who have great visibility and prominence in some social networks, such as Instagram, Tik Tok, YouTube …
The main benefit of implementing these strategies is that influencers promote the brand among their followers so that they gain trust in the company. Currently, of all platforms, Instagram has become the main bastion where to develop these strategies.
Improve user experience
In the retail sector, it is very important to provide customers with a good experience and to accompany them in each of the phases of the purchasing process. To do this, you have to know them well and take into account some elements, for example the design of the website, customer service, customization, usability, and so on.
Digital Marketing in retail
Currently, digital marketing is necessary for almost all businesses, and more so in retail. As we have said throughout the article, user experience is a very important aspect in digital marketing in retail.
But, this is not only about having a quality e-commerce where you show and sell your products, you have to give your company visibility in the main search engines such as Google, offer valuable content to your company’s audience on social networks, adapt strategies in the different channels… in general: implement strategies and actions adapted to the platforms and also to the target audience.