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Marketing Lowdown
Listed under: Retail Clinic
Published: Thursday, October 15, 2009
With the new year fast-approching, now's the time for retailers to really up their game when it comes to their marketing strategy, ensuring they scream about their businesses as loudly as they possibly can. Claire Nicholson of brand reputation specialist, Adrenalin, shares her top five tips for success
1. Inspire
In the craft industry, customers are creating bespoke projects which normally take up a lot of time, meaning half the pleasure is taken from the process of actually making the pieces, and the other from the end result.
The key is to get additional orders from each and every customer, and you can do this by guiding customers through their shopping journey. Think of the Amazon effect, where the site instantly tells people about similar products they might like and look for clever ways you can do something as effective through your website and store. Remember, nothing inspires people more than seeing a project first-hand, so make sure you display as many of them around your shop as you can.
2. Educate
Remember, different customers will have varying skills and levels of expertise, and the more you educate them, the higher the likelihood they will become loyal to your brand. Try offering handy hints and tips on your website, and introduce your customers to as many new projects, materials and techniques as you can.
Why not include helpful tips, inspirational projects and recommendations on your website, in-store flyers and point of sale materials too? This will not only allow you to build a closer relationship with your customers, but it'll give you an opportunity to promote some of the other products and workshops you have in-store too.
3. Inform
Many customers are creatures of habit and in order to get more orders you will need to do everything you can to keep them up-to-date with all the latest products, materials and crafting tools on the market. Why not start collecting email addresses in store or online? This will ensure you have a database of people to work with, and allow you to contact them directly whenever you have something new in stock.
4. Assist
Great customer service cannot be underestimated, particularly if you are an online business, making it absolutely vital for retailers to ensure their guest's shopping experience is as positive, enjoyable and memorable as possible. Ask your friends and family to test your sales techniques, using any feedback they give you to identify what needs to be improved.
Speak to every customer as if they're your favourite, and do everything you can to keep them as happy, entertained and inspired as possible. Surveys are a fantastic way of gauging how satisifed your shoppers are, not only providing you with an invaluable insight into their everyday crafting habits, but also giving you ideas on how you can improve your overall business too.
5. Recommend
Remember, your most powerful tool – apart from your staff – are the existing customers you have. Most of us know people with similar interests, so why not ask some of your friends, old colleagues, family and everyday acquaintances to bring their buddies to your store?
Consider organising morning, lunch and evening group activities where your customers can talk and share their hobbies with others, and offer workshops with expert teachers that will help your shoppers develop their skills. The aim is to get people talking about your brand, product and service to as many relevant people as possible, so get out there and make it happen!
In the craft industry, customers are creating bespoke projects which normally take up a lot of time, meaning half the pleasure is taken from the process of actually making the pieces, and the other from the end result.
The key is to get additional orders from each and every customer, and you can do this by guiding customers through their shopping journey. Think of the Amazon effect, where the site instantly tells people about similar products they might like and look for clever ways you can do something as effective through your website and store. Remember, nothing inspires people more than seeing a project first-hand, so make sure you display as many of them around your shop as you can.
2. Educate
Remember, different customers will have varying skills and levels of expertise, and the more you educate them, the higher the likelihood they will become loyal to your brand. Try offering handy hints and tips on your website, and introduce your customers to as many new projects, materials and techniques as you can.
Why not include helpful tips, inspirational projects and recommendations on your website, in-store flyers and point of sale materials too? This will not only allow you to build a closer relationship with your customers, but it'll give you an opportunity to promote some of the other products and workshops you have in-store too.
3. Inform
Many customers are creatures of habit and in order to get more orders you will need to do everything you can to keep them up-to-date with all the latest products, materials and crafting tools on the market. Why not start collecting email addresses in store or online? This will ensure you have a database of people to work with, and allow you to contact them directly whenever you have something new in stock.
4. Assist
Great customer service cannot be underestimated, particularly if you are an online business, making it absolutely vital for retailers to ensure their guest's shopping experience is as positive, enjoyable and memorable as possible. Ask your friends and family to test your sales techniques, using any feedback they give you to identify what needs to be improved.
Speak to every customer as if they're your favourite, and do everything you can to keep them as happy, entertained and inspired as possible. Surveys are a fantastic way of gauging how satisifed your shoppers are, not only providing you with an invaluable insight into their everyday crafting habits, but also giving you ideas on how you can improve your overall business too.
5. Recommend
Remember, your most powerful tool – apart from your staff – are the existing customers you have. Most of us know people with similar interests, so why not ask some of your friends, old colleagues, family and everyday acquaintances to bring their buddies to your store?
Consider organising morning, lunch and evening group activities where your customers can talk and share their hobbies with others, and offer workshops with expert teachers that will help your shoppers develop their skills. The aim is to get people talking about your brand, product and service to as many relevant people as possible, so get out there and make it happen!
