On the topic of retail marketing, Jason outlines a set of guidelines in which every retail marketer should consider when making decisions:
Jason’s Top Five Shopper-Marketing Tips:
- Understand—definitively—who your shopper is
- Establish a shopper-marketing owner.
- Dissect your shopper’s path to purchase
- Define your objectives upfront
- It is nothing without the insight.
My goal in this blogpost is to elaborate a little more on what Jason said, essentially to really get that point across to my fellow readers, that the key to successful retail marketing is so identifiable that marketers often miss the thing that solves success. You might be wondering what’s this so called “antidote” that I am talking about, well, it’s simple…it’s the consumer. To be a little more specific, it’s the actions of the consumer that we must all carefully examine every day with whatever business we run. We’ve all heard of the quote “actions can be more powerful than words” and I think that this quote really resonates here. If we break apart this quote in more abstract thinking, we can depict that the “words” represent the driving forces – the content on banners, advertisements, and signs – on the marketing side. The “actions” represent the interactions – the way people decide which product to examine, which direction they decide to go, and the driving force of how much time they spend in a store – on the consumer side. It is important when running a business that we study the psychology of consumer behavior, and then integrate the actions we examine for the consumers to add value for their next visit. With the five shopper-marketing tips in mind, “an increase in sales” as Jason states in his blog post will be the result.
Austin’s Top Five Shopper-Marketing Tips:
- Have a strong distribution channel. A good product, with the right price, and the right promotion is nothing without distribution.
- Add value for the consumers with your distribution – do it faster, lower costs, more contacts, do whatever it takes to add value for your consumers
- Monitor the behaviour of your consumers, if you see changes in their purchasing decisions, this could be influenced by growing trends in society, so, stay up to date with current events and growing trends.
- Always be conscious about your competitors. Make sure that your company can be ready to adapt to technological changes, which will allow your company to keep up with competition.
- Retailers need to be making changes to their entire marketing mix. When you make a change in your marketing mix for whatever product or service, really monitor its results. If there needs to be a change, make sure you timing is right when making that change. It can be useful to study patterns in the fiscal quarters, and examining where there might be an opportune moment to make that change.
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URLS used:
http://www.bcbusiness.ca/retail/marketing-to-shoppers
https://twitter.com/DDBCanada
