Le marketing en magasin joue un rôle crucial pour attirer les clients, améliorer leur expérience d'achat et stimuler les ventes. Avec les bonnes stratégies, les détaillants peuvent créer des promotions en magasin engageantes qui captent l'attention et encouragent les achats. Des présentations accrocheuses aux expériences interactives, les techniques de marketing en magasin efficaces peuvent transformer les acheteurs occasionnels en clients fidèles. Dans cet article, nous explorerons les 10 principales stratégies de marketing en magasin et idées de promotion qui peuvent aider les magasins de détail à augmenter le trafic, améliorer les conversions et se démarquer dans un marché compétitif.
Qu'est-ce que le marketing en magasin ?
In-store marketing strategies focus on leveraging the customer’s in-store experience to promote brand and product awareness. Retailers use these strategies and tactics to attract customers and drive sales and traffic.
In-store marketing allows brands to reach out to one of the most highly engaged prospects they will ever have in their store. It provides seamless customer experiences, dictates how visitors engage with their surroundings, and eventually drives in-store customers to make purchases.
What are the 4 main marketing strategies?
Retail marketing has four key components, also known as the “4 Ps”: Product, Price, Place, and Promotion. Tracking these components and ensuring that they all work together is essential to any marketing initiative.
Here are some tips about in-store marketing strategies to help you gain user trust and grow your retail business.
1. Develop Curb Appeal
A high-quality and well-designed window display tells customers that you have quality and interesting products in your store.
Window displays are a great way to grab the attention of people walking or driving by your store and draw them in. You can show off some of your best-selling merchandise and represent your brand in an exciting and creative way. When creating a storefront, choose a theme that resonates with shoppers, like a holiday or seasonal. Choose complementary colors and lighting and arrange your display at different heights and depths to make it visually appealing.
Curbside displays, like window displays, attempt to capture foot traffic as people pass by your shop. You may upsell customers by emphasizing package deals for additional savings, promoting seasonal products they can try, and highlighting the features of your lesser-known selections. It is easy to market to customers and drive sales with clearly displayed and labeled storefront or digital signage.
2. In-Store Merchandising
In-store visual merchandising includes everything from window displays and product displays to your cash wrap and retail POS system. The idea is to organize your retail displays to draw attention to them and inspire customers to make a purchase. such as
- Showcase your new and seasonal products at the entrance
- Affichez vos promotions spéciales, comme une offre achetez-en-un, obtenez-en-un gratuit
- Placez vos articles les plus rapides à vendre à l'arrière, afin que les clients doivent passer devant et voir tous vos autres articles.
- Mettez en avant les achats impulsifs à la caisse.
3. Créez un environnement confortable
Les clients qui restent plus longtemps dans un magasin dépensent plus d'argent. Créez un environnement de vente au détail confortable pour inciter les acheteurs à se détendre et à prendre leur temps. Si vous vendez des vêtements, prévoyez des cabines d'essayage accessibles et bien éclairées et des sièges confortables pour que les amis et la famille puissent attendre.
Offrez le Wi-Fi gratuit – Le Wi-Fi gratuit est l'un des moyens les plus simples de se connecter avec les clients dans votre magasin. Les clients reçoivent vos messages marketing lorsqu'ils se connectent, ce qui vous permet de promouvoir les différents produits et services proposés.
Exploitez le marketing expérientiel – Experiential marketing turns the shopping process into an experience rather than a transaction. Retail stores create salons and set up tutorials for shoppers to try out. They may also add games and activities to your waiting room or change how your employees interact with customers. Good experiences result in positive reviews and increased sales from happy customers.
4. Boost In-Store Brand Engagement
Encourage customers to check in and share to increase in-store brand engagement. For example, retailers can ask shoppers to follow their social media channels, reach out to customers for surveys (set up a few interactive touchscreens by the exit or ask an employee to survey people before they leave), offer discounts for customer reviews or for checking out your business on social media and host a giveaway contest for a chance to win a seasonal product bundle. This will show that you’re listening while also offering coupons to keep customers coming back to your business.
Sell Custom Products – En plus de vous différencier de vos concurrents, les produits personnalisés créent des expériences uniques et mémorables pour vos clients. Par exemple, encouragez la personnalisation, vendez des produits en marque privée ou sous étiquette blanche, et développez la valeur de votre marque grâce aux marques privées.
5. Événements en magasin ou virtuels
You can host events inside your stores. In-store events can do wonders when bringing more foot traffic into the store. Virtual events have become a popular technique to bring people together to keep customers safe and honor social distancing protocols. You may host events through video conferencing software and invite people to see your latest products from the comfort of their own homes. You can connect your brand to your community and a cause by arranging a charitable event that includes a donation. This is an effective way to give back while building your store’s positive reputation.
6. Create a Pricing Strategy
gestion de prix de vente au détail for products is another critical component of your retail strategy.
Consider Your Market Position – Réalisez une analyse de la concurrence pour voir comment les autres fixent le prix de leurs produits. Parler avec vos clients vous donne également des informations qualitatives précieuses sur la façon de structurer vos prix.
Utiliser le prix promotionnel – De nombreuses entreprises utilisent des prix promotionnels ou des soldes pour attirer le trafic et les ventes. Les prix réduits peuvent laisser les petites entreprises avec des marges bénéficiaires faibles, mais ils peuvent efficacement attirer des clients ou écouler des marchandises. Les réductions saisonnières et les coupons sont populaires stratégies d’établissement des prix de détail pour les détaillants.
Utilisez des affichages numériques pour montrer des informations importantes telles que les offres et réductions ainsi que des annonces comme les soldes, les offres spéciales, les informations liées au magasin, le guide du magasin, etc.
7. Restez en contact avec vos clients
When developing your retail strategy, it’s vital to consider how you’ll remain in touch with customers after the transaction. Email marketing is one of the most straightforward methods to stay connected. You can get customers’ contact information at the point of transaction using a modern point-of-sale system and keep up with them after the sale.
Provide Valuable Information to Customers –
Make sure you provide the right information to customers and position yourself as an expert in the field. This way, your customers can turn to your brand, which increases sales and traffic.
Share Audio Messages with Shoppers – La messagerie en magasin est un outil de marketing puissant pour parler des événements à venir et des opportunités de promotion. En raison de la nature audio, tout le monde sera informé, même s'ils ne regardent pas votre signalétique en magasin ou ne parlent pas à l'un de vos employés.
Faites en sorte que votre divertissement soit lié à votre marque – assurez-vous que le contenu est pertinent pour votre marque et soutient votre vision globale.
Programmes de parrainage are a powerful retail marketing approach because shoppers trust recommendations from people they know. Providing incentives for customers to refer their friends can bring in high-value traffic and encourage repeat purchases from both. One popular method is to give a coupon to customers and their friends if they successfully refer someone. You may promote your referral and loyalty programs online and in-store.
programmes de fidélisation are a smart promotional idea for retail stores to show their appreciation for repeat customers. Using your retail platform to pull purchase history and customer data can help you create more customized promotions. One-thirds of retail customers say that they only engage with personalized messaging.
Vous pouvez également envisager d'utiliser différentes plateformes pour vos programmes de fidélité, telles que l'email, les réseaux sociaux et les SMS. En offrant aux clients le choix de la manière dont ils peuvent être contactés, vous montrez également que vous êtes attentif à leurs préférences.
8. Partenariats et collaborations
S'associer à d'autres entreprises locales ou à des associations locales est un excellent moyen d'élargir votre portée et de toucher de nouveaux publics.
créer Canaux de vente supplémentaires – Retailers can also use local businesses to create additional sales channels. Work with other companies so that when they host events, you can sell your products in their stores. Get involved with the local Chamber of Commerce and other organizations in town to learn about sales and purchasing opportunities at community events. Being present within your community outside of your store will organically spread awareness about your business and boost name recognition.
Wholesale Products to Other Retailers – If you create custom or private label products, consider selling those products to other local businesses.
9. Turn Your Staff into Marketers
You can create an unforgettable, personal customer experience and generate more sales and traffic with the right sales staff.
Fournir la formation adéquate – Il est essentiel de former votre personnel aux techniques avancées de vente, à la gestion des stocks et au développement des compétences techniques et relationnelles. Assurez-vous que tout le monde soit au courant de vos dernières promotions et mises à jour du magasin afin de pouvoir les partager avec vos clients. S'ils le font, ils seront capables de vendre pour vous, en guidant les clients vers les produits qu'ils recherchent et en leur indiquant même ceux qu'ils ne cherchaient pas.
Des employés de magasin bien formés, surtout s'ils ont accès à une plateforme de vente avancée affichant des informations sur les clients, seront capables de repérer les achats complémentaires potentiels, en utilisant le cross-selling et l'upselling pour augmenter la valeur totale de l'achat. Ils seront enthousiastes à propos de votre marque et de vos produits, et vos clients le seront également.
Arm Staff with the Right Tools – Equip your staff with the right sales tools such as a Point de vente mobile to help them feel more confident and boost sales instead of just answering questions and maintaining the space. With Mobile Point de vente, they can walk around the sales floor and meet customers wherever they are. When customers have questions, they can look for answers on the spot.
10. Analyze & Optimize Your Efforts
You’ll never know whether your retail marketing plan is working until you track it.
Analyze Customer Foot Traffic – analyze how people experience your setup; you need to monitor foot traffic. For tracking, you can use free customer WiFi. This analysis varies in complexity; however, some retail stores provide sensors that monitor foot traffic and use this data to create heatmaps of your store layout.
You can precisely measure, track, and interpret sales, employee, and customer data with Analytique de commerce de détail to better understand your business and refine your retail marketing strategy.
Conclusion:
When you choose a retail marketing strategy that makes sense for your brand, you’ll be able to invest your budget wisely in in-store and online promotions that work for you. Having different touchpoints makes you more discoverable and accessible to your customers.
When planning your overall marketing strategy, don’t forget to optimize your employee scheduling for the best results. All retail stores have a handful of sales employees who are top performers. Make use of scheduling tools and store data to ensure you always have at least one experienced, high-performing employee in your store.
Need customized Logiciel de gestion de vente au détail tools to manage your marketing efforts? Request a free ERP software demo to see how ChainDrive can help you make smarter business decisions.