Boosting Your Retail Marketing & Retail Advertising Strategy
Have you ever wondered why so many retail businesses don’t last for more than a few years? Well, one contributing factor is a lack of effective marketing… retail marketing and retail advertising to be more specific.
But what does retail marketing mean? And why is retail advertising one of the most important aspects of developing an effective marketing plan?
You see, in today’s modern retail marketplace, everything is overcrowded and overwhelming. With so many retail businesses competing for attention, it can feel downright impossible to get your business noticed, regardless if you own a brick-and-mortar retail store, or sell your products online.
This is why having a retail marketing plan, equipped with persuasive retail promotion strategies and other types of retail advertising, is so important.
But most marketing experts simply state the obvious: “Good retail business marketing boils down to getting the right products to the right people at the right time and price.”
Sounds simple enough in theory, right? Well, it’s a little easier said than done. But rest assured, it’s 100% doable and we want to help.
Whether you’ve been running your retail store for years, or brewing up a dream retail shop in your mind, today we’re going to show you some of the most effective types of retail marketing strategies that will help you stand out and truly engage future consumers.
We’ll not only explore the key principles of retail marketing, but we’ll also explain the purpose of retail advertising and how the role of media in retail promotion (like retail ads) can be so valuable.
But first…
What Is Retail Marketing?
What is meant by the term “retail marketing”? Well, it’s more than just putting a product on a shelf or website and hoping for the best. It’s an art form of persuading customers to buy your products or services.
This includes a range of tactics, like:
- Creating an appealing layout for a physical store or website.
- Developing eye-catching packaging.
- Utilizing social media to reach potential customers.
- Running sales campaigns
- Offering competitive pricing
- Building a relationship with your customers before they buy your products or services.
Retail Advertising & Retail Marketing Go Hand-in-Hand
Now, most of what’s listed above involves strong visual appeal — which is why advertising in retail is so important.
But what is retail advertising, exactly?
The very definition of retail advertising refers to the use of promotional techniques, such as online advertisements and in-store displays, to increase awareness and interest in a retailer’s products or services to generate sales from a specific target audience.
Sound familiar? In other words, retail advertising is what grabs your future customers’ attention and influences them to take a desired action, like purchasing your products.
Without retail advertising, your store may never get noticed. This is why advertising in retailing is such a crucial aspect of any retailer’s marketing strategy.
However, it’s not uncommon for people to mix up retail marketing and traditional marketing. So let’s dive a little deeper to better understand the difference between the two…
Traditional Marketing vs Retail Marketing
Traditional marketing is what gets customers excited about your products and services. It requires several tactics and strategies that ultimately guide your customers through a funnel of awareness, interest, and motivation to make a purchase.
But retail marketing is just a tad more complex. It’s about building a special bond with customers that encourages them to choose your products or services over other brands. It’s not just about the product itself, but also the entire shopping experience, including all the little touches and interactions your potential customers have with your brand
This is why you’ll often see that traditional marketing focuses primarily on the 4 marketing principles of product, price, promotion, and place… Whereas retail marketing takes a more comprehensive approach by considering a total of 7 marketing principles.
So…
What Are the 7 P’s of Retail Marketing?
While the traditional marketing approach was primarily based on 4 main marketing principles, over the years retail marketing has evolved tremendously. Now, the approach has been expanded to include three additional principles.
So, let’s first look at the 4 traditional marketing principles:
1. Product
Did you know that 95% of new products fail in the market because they don’t offer enough value or appeal to customers?
Retailer experts call it a lack of a Unique Value Proposition, or USP, for short. Without a USP, it’s hard to stand out from the mass of competing brands out there.
But if you want your product or service to succeed, here are a few things you need to consider:
- Quality
- Packaging
- Design
- Brand
You see, you need to make sure that your product meets the needs of your target customers and stands out from your competition. The way you do this is by asking the following questions:
- What do people want from a product or service like yours?
- How will people use your product or service?
- Are the service or product’s name and branding easy to remember?
- What features does your service or product have to meet your customer’s needs and expectations?
- What makes your service or product different from other competitors?
The more you understand your prospects, the more likely that your product will meet their needs and preferences.
You can even take it a step further and create a connection with your customers by personalizing your product packaging.
It’s also important to consider the journey your product will take over time. This includes the stages of growth, maturity, a decline in sales, and how long you promote your product or service, even after it has been launched.
Overall, by offering a top-notch product to your target audience, you can set yourself apart from the competition and potentially increase your market share.
2. Price
Pricing plays a crucial role in the success of your retail business. It not only determines how much your potential customers are willing to pay for your products or services, but it’s also how you make a profit.
To generate a profit, of course, your product’s price needs to be higher than the cost of making it, marketing it, and operating your business. But keep in mind that the price you choose can greatly affect how many products you sell and what your customers think of your retail brand.
Many factors can affect the price of a product, including:
- Cost to make it.
- Brand selling it
- How much people want it.
- The cost of other similar products.
- Market conditions
There are two main ways that companies decide on a price for their products.
The first is called Cost-Plus Pricing, which involves adding a profit to the cost of making your product.
The second is called Value-Based Pricing, which considers how much people are willing to pay for your product based on its overall value to them as a customer.
The method of cost-plus pricing doesn’t consider any of the key factors of value-based pricing, which means it may not always be best at determining the right price for your product.
To decide on the right price for your product, take time to think about its value to your customers. You should also consider how your price compares to your competitors’ prices and whether you can offer discounts or payment plans.
Here are some questions to help you decide on the right price point for your service or product:
- Is this price fair for the value of your product?
- How does your price compare to your competitors’?
- Could you offer discounts to make your product more appealing?
- Does it make sense to offer payment plans or credit terms for customers who need them?
It’s also important to find a balance between underpricing and overpricing. The more market research you do regarding product pricing, the better off you’ll be at determining the right price for your products and services.
3. Place
Having the most amazing product in the world is useless if it’s not easily accessible to potential buyers. This is why retailers need to have a place, either online or in a brick-and-mortar store, where customers can easily buy their products.
But many factors come into play regarding the place you sell your retail products.
The first set of factors is choosing the right distribution channels and delivery systems. This is especially important if you’re retailing your products in a multi-brand store.
Another factor includes a range of locations such as standalone stores, shopping centers, malls, or online. If you choose a physical location, then you’ll need to consider the following:
- Location
- Accessibility through parking, public transportation, and/or foot traffic.
- Presence of competitors
- Visually appealing storefront and merchandising.
If you want to effectively position your retail product in the right place, here are a few questions to consider:
- Is your retail product more suited for online purchases?
- Where do your potential customers typically look for products like yours?
- How can you identify the most suitable channels for distributing your products?
- Do you need to assemble a sales team, or can you rely on existing channels?
- What sets your distribution strategy apart from your competitors?
Also, consider having both a physical and online store. This will make it easier for buyers who don’t have access to your storefront.
Bottom line: The right place can make all the difference in the success of your products. So take the time to evaluate which place is best to sell to your target customers.
4. Promotion
Promotion is a vital component of retail marketing, serving as the driving force behind successful retail advertising campaigns.
In other words, retail promotion increases your brand awareness and overall sales.
There are a few ways that retail promotion can be achieved:
- Catchy slogans
- Eye-catching graphics
- Engaging social media posts
- Direct or viral marketing
- eCommerce Facebook advertising (ads and campaigns)
The art of creatively showcasing your product or service to potential consumers not only ignite their curiosity, but it increases their desire to learn more about your retail brand.
Here are a few questions that can help spark some retail promotion ideas:
- At what times and locations can you effectively communicate your retail message to your target customer audience?
- How are your competitors attracting attention and engaging with their target market through promotion?
- In what ways are your competitors influencing your retail promotional strategies?
- Can social media effectively promote your retail product or service? And how?
- What is the best time to ignite your retail promotional ideas and market your products?
Keep in mind that retail promotion is all about using various techniques to convince customers to buy your products and keep your retail brand top-of-mind.
So, consider keeping your products at eye level if you’re selling them in a physical store. And never underestimate the power of face-to-face marketing. Adding that human interaction and connection is a lost art in today’s digital world, but it often proves to be highly effective.
Regardless if you run an eCommerce retail store or a brick-and-mortar retail shop, the key is to find the right promotional strategy that resonates with your target audience and drives results.
Together, these efforts will help your retail business better communicate the value of your products and encourage customers to buy.
Now let’s look at the final three principles of retail marketing.
(Note: These principles are just as important as the other elements that make up the 7Ps. Without them, your retailing strategies won’t be as effective.)
5. People
Retail success is built on the foundation of “people” –– both those who represent your brand and sell your products and the customers who buy them.
Often, the “people” aspect of the retail store marketing plan is overlooked, but it’s essential for long-term success.
To ensure that your retail business is consistently delivering the best possible customer experience, it’s crucial to carefully select and train all the people involved in your business. This includes:
- Business partners
- Employees
- Operational staff
You want to look for people who are passionate about your retail brand and have a natural ability to connect with customers. They should also be open to learning and improving their skills because excellent customer service is the heartbeat of any successful retail business.
In addition to having a thorough understanding of your products and services, your team should be skilled at problem-solving. Being able to quickly and compassionately address any issues that might arise with your customers’ experience will go a long way to increasing customer loyalty.
As a retailer, your customers are your greatest asset. And when you make them feel valued and attended to, they’ll want to tell all their friends and family about your fantastic brand. This is called word-of-mouth advertising and it increases customer referrals, which can be a game-changer for your business.
By prioritizing customer satisfaction and creating a memorable experience, you’ll not only retain loyal customers but also attract new ones through their recommendations. And even if you have an AI chatbot handling customer service for your online store, don’t forget to infuse a touch of humanity and personalization to improve your customers’ overall retailing experience.
6. Process
As a retailer, it’s important to pay attention to the process of how your retail business operates and performs: the behind-the-scenes stuff that keeps everything running smoothly. This includes things like:
- Logistics
- Delivery
- Supply-chain management
- Customer service
Since delivery is one of the most important components of customer satisfaction and profit, it’s important to carefully plan and execute all aspects of your retail delivery process.
This may include digital partnerships and third-party fulfillment and logistics, especially when it comes to online shopping. These delivery aspects help to incorporate sustainability and eco-friendly elements that align with your brand’s values.
When you have a well-oiled machine, your customers will have a better experience because they won’t have to deal with any hiccups along the way. Plus, if you keep an ear to the ground and listen to customer complaints and feedback, you can identify any kinks in the process and fix them before they become a bigger issue.
By focusing on the little details and always striving for improvement, you’ll not only keep your customers happy, but you’ll also set your retail business up for success.
7. Physical Evidence
As a retailer, it’s essential to consider how you can showcase your retail brand to your customers. You want to leave a lasting impression, and the way you do that is through physical evidence, which includes both proof of existence and proof of purchase.
Examples of proof of existence:
- Storefront
- Website
- Business Cards
- Retail Advertising (shopping campaigns, promotions, brochures, etc.)
- Social Media (Instagram / Facebook ads for eCommerce, etc.)
Examples of proof of purchase:
- Receipts
- Confirmation Emails
- Invoices
- Email Newsletters
- Thank You Cards
But it’s not just about the tangible aspects of your brand. You want to create a holistic experience for your customers, one that immerses them in the unique personality and style of your business. This includes things like:
- Packaging and branding
- Product placement and display.
- Overall presence of your brand.
Imagine walking into a store and being immediately struck by the cohesive and thoughtful design of the space. Or opening a package to find a beautifully designed and branded box, with a handwritten note thanking you for your purchase. These seemingly small touches go a long way in creating a memorable and enjoyable experience for your customers.
Keep in mind that every time someone buys from you, they are taking home a piece of your brand; whether it be a handmade candle, a freshly baked loaf of bread, or a new piece of furniture.
By putting thought and care into every aspect of your customer’s journey, including physical evidence, you can leave a lasting impact on their perception of your brand.
The 7Ps of retail marketing requires creativity and paying attention to all the little details that make up your retail brand. It also includes the journey you want your customers to go on when they purchase your products. And believe it or not, retail advertising makes up a huge part of that journey, whether you own a retail storefront or online retail website.
Much like retail marketing’s 7Ps, there are several types of retail advertising you need to be aware of.
So, let’s dive into one of the most important questions…
What Are the Main Types of Advertising?
As we’ve mentioned before, advertising is a crucial element of any successful retail business strategy. Without it, your retail brand may struggle to gain visibility and attract customers.
But the internet is packed with misguided information regarding the different types of advertising.
There’s a debate among retailers about the number of advertising tactics that exist, with some believing there are only 4 types and others believing there are more than a dozen.
However, when we take a step back and look at the bigger picture, we can see that there are only two broad categories of advertising:
- Brand Awareness Advertising –– This type of advertising is all about getting your products or services noticed, to boost recognition and recall of your retail brand.
- Direct Response Advertising –– The goal of direct response advertising is to encourage an immediate response or action from your target audience, such as making a purchase or signing up for something.
Now let’s take a look at the various types of advertising used in retailing that can raise brand awareness, leads, and sales.
1. Paid Search Advertising
Paid search advertising, also known as pay-per-click or PPC advertising, is a powerful retail advertising tool for increasing your brand’s visibility on search engines.
By bidding on specific keywords related to your products or services, your retail ads can appear at the top of the search engine results page (SERP) when users search for those terms. This form of digital advertising can be cost-effective since you only pay when someone clicks on your ad, and it’s easy to measure and track.
Whether you’re looking to boost brand awareness or drive conversions, paid search advertising can help you reach your target audience and achieve your business goals.
Note: Online stores often use paid retail ads to get noticed and to get a direct response.
2. Social Media Advertising
Social media advertising is a powerful tool for reaching a specific audience and promoting your brand on popular platforms like Instagram, Facebook, and LinkedIn.
By targeting specific demographics and creating ad campaigns tailored to your audience, you can effectively promote your products or services to the right people. You can even utilize Urchin Tracking Module (UTM) codes to track the success of your campaigns and see exactly where your sales are coming from. Using social media influencer ads and their online followings can also bring a huge boost to your promotional efforts.
But one of the more unique benefits of social media advertising is that it provides a more relaxed and personal setting for your retail brand to engage with your audience and showcase your personality and mission.
Overall, social media advertising can be a cost-effective way to reach a wide audience and showcase your brand’s personality.
Note: Social media platforms are also perfect for running shopping campaigns (for instance, on Facebook, Instagram, and even YouTube).
3. Native Advertising
There are two general “flavors” of any given ad: the kind that’s in your face and tries hard to sell you something, and the more subtle kind that blends in with the content around it.
The latter is called native advertising, and it comes in the form of articles or videos on websites that already have similar content.
The best native ads provide valuable information and make the advertising part less noticeable. Since they fit in with the natural flow of a given website, native ads aren’t disruptive, thus eliminating the feeling that someone is being advertised to.
Native ads should be placed strategically and should also match the interests of the target audience. This type of advertising can be effective because it allows for a more seamless experience for users and avoids interrupting the flow of content with display retail ads.
4. Broadcast Advertising
Broadcast advertising is a form of promotion that uses television or radio to share information about your product or service with a wide audience. While it may seem like a risky investment, given how easy it is to change the channel or skip the ad, broadcast advertising can still be a powerful tool for building brand awareness.
There are several different types of broadcast ads, including:
- Infomercials
- Network spots
- Public service announcements
Each of these ads has its unique style. For businesses with a larger budget, investing in a broadcast spot can be a great way to communicate their value to consumers and get noticed.
Despite the rise of streaming services and the ability to skip ads, companies can still reach viewers through pop-up ads during programming.
Note: If you have the budget, broadcast advertising (TV and radio) is a great promotional strategy for retail stores that are looking to get a direct response for limited-time supply promotions.
5. Display Advertising
Have you ever been scrolling through a website and suddenly, BOOM, a giant ad pops up and startles you? That’s called display advertising, and it’s typically used for getting all up in your face and selling you something.
Display ads can be static or animated, and they’re usually found hanging out along the top or side of a web page or app, just waiting for you to pounce. These ads are all about quick conversions, and they can be seen by millions of people thanks to search engines that match ads with websites based on keywords and targeting preferences.
However, display ads can also be ignored by users who are accustomed to seeing them and don’t find them valuable. That’s why it’s important to make sure your display ads are direct and visually appealing, so they stand out and grab the attention of your audience.
After a user clicks on the ad, you can use retargeting or remarketing tactics to continue to reach them with future ads. While display ads may not be as popular as they once were, they can still be a useful tool for promoting your business.
Note: Display advertising is an easy retail store marketing strategy for retailers who want a direct response for sales campaigns or for lead generation campaigns, such as signing up for their email newsletter.
6. Outdoor Advertising
Advertising that’s visible to consumers outside of their homes is known as outdoor or out-of-home advertising. This type of marketing for retailers involves placing ads in public spaces like:
- Billboards
- Bus Stops
- Posters on Street Furniture
- Transit Advertisements
Due to brief viewer interactions, outdoor ads usually display bold graphics and minimal text. They’re meant to reach a large audience and support brand awareness, rather than directly sell products or services.
However, in recent years, some marketing strategies for retail stores have incorporated technology into outdoor ads, using QR codes or social media apps to connect the physical world with the digital one and engage with consumers in real time.
Note: Outdoor advertising is a common in-store marketing strategy. It’s a great idea for storefront advertising as it encourages a direct response for customers to visit your retail store.
7. Print Advertising
In today’s world of endless digital distractions and bombarding advertisements, sometimes it can be refreshing to take a step back and use more traditional methods of marketing.
Print advertising allows your message to physically exist in the world, making it a tangible and memorable form of communication.
From glossy magazines to colorful flyers, print advertising can take on many forms. You might choose to advertise with:
- Elegant brochures that showcase your products or services.
- Direct mail campaigns that bring your message directly to your audience’s mailbox.
- Eye-catching posters or billboards that grab attention on the street.
- Local directories or community bulletins that target a specific geographical area.
Regardless of the specific method you choose, the key to successful print advertising is understanding your audience and crafting a message that resonates with them. Whether you’re trying to sell a product, promote a service, or simply raise awareness about your brand, print advertising can be a powerful tool in your retail advertising strategy.
Note: Print advertising is a great in-store marketing idea to make your customers aware of coupons, deals, and discounts.
8. Product Placement Advertising
Product placement is a marketing strategy used in retail that subtly places your products or services within the context of a TV show, movie, or play. The characters in the show or movie will often consume or use the product as part of the story without explicitly mentioning the brand.
Product placement advertising can be a powerful marketing tool, as it allows brands to reach a captive audience who may be more receptive to the message. However, it’s important to ensure that the placement is seamless and fits within the overall narrative, rather than feeling forced or disruptive. With the right approach, product placement can be a clever and effective way to showcase your brand in a whole new light.
Note: While product placement advertising is more about brand awareness, it can be used as a direct response marketing strategy for retail businesses that can pull it off in a subtle way.
9. Word-of-Mouth Advertising
Word-of-mouth advertising, also known as referral marketing, is a type of retail strategy that relies on satisfied customers sharing their positive experiences with a company’s products or services with their friends, family, and entire social network.
It’s also a budget-friendly marketing hack that doesn’t require you to spend big bucks on ad campaigns. You just rely on your satisfied customers to do all the talking for you.
But if you want to sweeten your retail sales, you can offer a referral program that incentivizes your customers to shout the praises of your products and services from the rooftops. It’s a win-win for everyone: you get new business and your customers get rewarded for sharing the love. Because there’s nothing quite as powerful as a personal recommendation from a trusted friend or family member.
Overall, word-of-mouth advertising is an effective way for businesses to reach new customers and promote their brand through the power of personal recommendations.
Note: Word-of-mouth advertising is a great idea to increase your retail sales by incentivizing your customers to take action and refer others to buy your products.
10. Video Advertising
Imagine being able to showcase your brand’s unique personality and message through engaging visuals and sound. That’s what video advertising can do. It’s a great way to stand out in a crowded online space.
Whether on social media or other streaming platforms, video advertising is a great method of retail marketing. It allows you to capture your audience’s attention and showcase your brand’s mission and story.
Note: Video retail ads can be used for more than just brand awareness. As more sites require users to watch ads before accessing other content, you can ensure that your incentive campaigns or retail promotions are seen and heard by a guaranteed number of viewers.
11. Direct Mail Advertising
Have you ever received a brochure or flyer in the mail advertising a local business? That’s direct mail advertising in action! This retail marketing strategy involves sending printed materials through the mail to reach potential customers. It can be especially useful for small businesses looking to inform new residents about their products or services.
Note: Direct mail advertising is a creative retailing marketing strategy for brick-and-mortar retailers to get customers in their doors. Kohl’s Cash is a great example of retail advertising in the form of direct mail. It’s also a great retail promotion strategy.
12. Email Marketing
Email retail marketing is a way to send valuable information about your products and services and connect with your customers.
By sending targeted messages to your audience, you can effectively stay in touch with your customers, promote your products, and even gather feedback so that you can improve the customer experience. And don’t forget about post-purchase emails, which are crucial for demonstrating that your brand cares about its customers even after a sale.
Whether you’re a small retail business owner or a retail marketing professional, consider incorporating email marketing into your retailing strategies to help drive results and build stronger relationships with your audience.
Note: Email marketing for retail stores can be effective for both brand awareness and direct response. Emailing retail sales campaigns and promotions are just a couple of ideas for getting your readers to take action and make a purchase.
Now that you have a thorough understanding of the various types of advertising at your disposal, you can now choose the methods that best suit your retail goals and message. But be sure to be mindful and considerate in your approach, as retail advertising is all about building connections and sharing your message in a way that resonates with your audience.
To understand which method of retail marketing and advertising will work best for your retail business, let’s look at the 7 types of retailers…
What Are the 7 Types of Retailers?
As a retail marketer, it’s important to understand the various categories of retail stores and how your store fits into the mix. While shoppers may not always be aware of the specific type of store they’re visiting, knowing where your store falls on the retail spectrum can help you create a customer experience that meets their expectations and encourages them to return.
So go ahead and take a deep dive into the different types of retail stores and how they cater to their customers. It could be the key to crafting the best retail marketing strategies for your store.
1. Grocery Supermarkets
Grocery stores and supermarkets offer a wide selection of food products, including fresh and packaged items, as well as household essentials like paper products and cleaning supplies. Some examples of this retail business include Safeway, Kroger, Trader Joe’s, and Whole Foods.
What are the types of retail marketing & retail advertising used in grocery supermarkets?
The method of retail marketing that grocery stores and supermarkets rely on is called the loop or racetrack layout, which means there’s one main aisle that encircles the entire store, with smaller lanes branching off in the middle. They design it this way for customers to potentially purchase items they might not have been looking for when they first came in.
They also use eye-catching signage, data-driven product placement, and persuasive retail sale ads.
2. Big Box Chain Stores
Big box chain stores include superstores like Walmart, Lowes, Target, Home Depot, etc. These retailers offer a diverse selection of goods that are spread out across a large number of square feet. In a single visit, shoppers can expect to find a variety of items, including:
- Plants and outdoor equipment.
- Cleaning products
- Mailing supplies
- Power tools and electronics.
- Housewares
- Clothing, etc.
What are the types of retail marketing & retail advertising used in big box chain stores?
Big box chain stores use the grid layout, which is a series of aisles arranged in a grid pattern, with each aisle featuring merchandise from a specific category or department. For example, one aisle might contain household cleaning products, while another aisle might contain electronics.
This type of retailing strategy allows customers to easily locate specific products by walking down the appropriate aisle. It’s also an effective advertising tool used in retailing that allows them to display their merchandise in a way that converts the most sales.
Like grocery stores, big box chains also rely on simpler types of retail strategies like colorful signage, discounted “sale” banners, and persuasive retail ads in the form of printed mail or email campaigns.
3. Department Stores
Department stores are a type of retailer that can be found in shopping centers, malls, or as standalone stores. These stores are divided into different sections or departments, each selling a specific type of item.
Department stores are known for carrying more expensive or luxury brands, so they are a little pricier than other types of stores. Examples of department retailers include Macy’s, Bloomingdale’s, Kohl’s, Nike, Victoria’s Secret, etc.
What are the types of retail marketing & retail advertising used in department stores?
The marketing strategies for clothing stores and shoe stores usually include the layout of their space and the advertisements used in their departmental stores.
They also rely on eye-catching displays, banners, direct mail, email marketing, and retail ad promotions and campaigns.
4. Discount Retailing or Off-Price Retailing
Discount retailers offer products at lower prices than other stores. They try to make everything sold in their store feel like a good deal.
Some examples of discount stores include:
- Dollar Tree
- Five Below
- Ross
- Marshalls
- Big Lots
- Dollar General
- TJ Maxx
- Burlington Coat Factory
What are the types of retail marketing & retail advertising used in discount retailing?
They too rely on the layout of their store to display their products more appealingly. But for the most part, discount stores use the same eye-catching and persuasive retail marketing strategies like signage, banners, print displays, billboards, video advertising, and broadcasting. They also send out direct mail retail promotions to gain more foot traffic.
5. Warehouse Retailing
Warehouse retailers offer a wide range of products at discounted prices. They include stores like Costco and Sam’s, with their primary focus on offering a vast inventory and streamlined shopping experience, where customers can take advantage of bulk discounts. Rather than offering lavish amenities, these stores prioritize moving merchandise in large quantities as quickly as possible.
What are the types of retail marketing & retail advertising used in warehouse retailing?
They rely heavily on print advertising, billboards, broadcasting, product placement, word-of-mouth, direct mail, and email marketing strategies.
6. Online Retailing
Online retailing refers to the act of selling products or services to customers via the internet. This can be done through an online retailer’s website or third-party platforms like Amazon or eBay.
Online retailing is made convenient for customers because they can browse and purchase products from the comfort of their own home and have the products delivered to them. These online retailers often offer a wide selection of products, including clothing, electronics, home goods, and more. In addition, many online retailers offer additional services such as free shipping and easy returns to enhance the customer experience.
What’s more, online retailing can assist customers in preparing for in-store shopping. Many grocery stores, department stores, and warehouse retailers offer the option to purchase products online for pickup at their physical location or home delivery.
What are the types of retail marketing & retail advertising used in online retailing?
Online retailers, or eCommerce, rely on advertising and retailing on the internet. They use email marketing, display retail ads, Facebook ads for eCommerce, word-of-mouth, and other social media proof.
7. Catalog Retailing
Catalog retailing is a form of retailing in which products are sold through a printed or digital catalog. Customers can browse and purchase items from the catalog using phone, mail, or online orders. Catalog retailers offer a wide selection of products, including clothing, home goods, and gift items.
In recent years, catalog retailing has adapted to include electronic catalogs that customers can access online, and many retailers offer additional services such as free shipping and easy returns to improve the customer experience.
What are the types of retail marketing & retail advertising used in catalog retailing?
Catalog retailers often send printed or electronic catalogs directly to potential customers through the mail (direct mail) or email marketing. They also utilize online advertising, print advertising (newspaper and magazine ads), and social media advertising, like Instagram, Pinterest, and Facebook ads.
Note: In addition to the various retailing categories previously mentioned, such as department stores, big box stores, and warehouse retailers, there is a range of other traditional and innovative retailing categories used in the industry.
These other retailing examples include:
- Specialty stores
- Franchises
- Convenience stores
- Non-store retailing
Knowing what type of retailing business you want to run will help you determine the type of retail marketing and retail advertising strategy you need to successfully run your business.
However, keep in mind that the methods of retail marketing and retail advertising can vary greatly between in-store retailing and non-store retailing.
Let us explain…
Marketing & Retail for In-Store vs Non-Store
In-store businesses and non-store businesses often have different approaches to advertising and marketing their products and services:
- In-store businesses typically use a combination of traditional and digital marketing techniques to reach potential customers. This can include in-store signage and displays, print and online advertisements, social media marketing, email marketing, and loyalty programs. In-store businesses may also rely on word-of-mouth referrals and customer reviews to attract new customers.
- Non-store businesses, on the other hand, often rely more heavily on digital marketing techniques to reach potential customers. This can include social media marketing, email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, and affiliate marketing. Non-store businesses may also use traditional marketing techniques such as print and online advertisements, but these are typically less effective in driving traffic compared to digital marketing efforts.
Both in-store and non-store businesses can benefit from having a strong brand and a clear marketing message to differentiate themselves from competitors and attract customers. However, the specific marketing strategies and tactics used will depend on the unique characteristics of the business and the target audience.
So, what are some marketing tips for retail stores to use when they’re first starting?
The Basics of Retail Marketing
Retail businesses may vary in their offerings and aesthetics, but the marketing strategies for retailers to persuade their customers toward making a purchase often remain the same at their core.
Here’s an easy guide to follow when creating a solid marketing plan for your retail store:
- Discover who your customers are.
- Create eye-catching retail ads and displays.
- Focus on building your online brand reputation and awareness.
- Invest in Search Engine Optimization (SEO), and local SEO if you’re brick-and-mortar.
- Try running Local Ads.
- Keep in touch with your customers through SMS messages and email marketing.
- Run marketing campaigns and referral programs.
- Encourage your customers to tell their friends and family about your products.
By taking the time to understand the stages of your customer’s journey and looking for opportunities to improve, you can elevate your retail marketing and advertising efforts and ultimately drive more sales and stand out in the retail world.
Now let’s look at…
6 Examples of Successful Retail Marketing & Retail Advertising
As the world around us changes, so do the expectations of consumers when it comes to how they view and interact with brands. It’s not enough to simply offer a product or service. Consumers expect retailers to understand and cater to their individual needs and preferences. According to a recent survey, a staggering 63% of consumers now hold this expectation.
To stay ahead of the competition and meet these rising expectations, it’s important for retail brands to constantly adapt and utilize the most effective marketing strategies. This means staying attuned to cultural and societal shifts, and being proactive in meeting the evolving needs and desires of your target audience.
To give you some inspiration and ideas on how to effectively implement these retail marketing strategies, here are a few examples of top-notch retail advertising and marketing tactics in action:
1. Provide shoppable content to increase your brand’s awareness & retail sales
Shoppable content is like a virtual storefront within a post or image. It allows consumers to easily browse and purchase products without leaving the page. Brands can create shoppable content by adding product details and a checkout link to their posts, making it simple for consumers to complete their purchases with just a few clicks.
Imagine scrolling through your favorite social media feed and seeing a post featuring a product you’ve been wanting to buy. With shoppable content, you can easily purchase that product right then and there, without having to search for it elsewhere. It’s a convenient way for brands to showcase their products and for consumers to shop on the spot.
A great example of this retail strategy in action is Made.com –– a company that sells home goods and furniture. One of their retail sales campaigns is called UNBOXED, which includes shoppable content where customers can buy directly by clicking on the images.
2. Create a mission for your retail brand that resonates with your target audience
To attract customers, it’s important to focus on things that are important to them. A recent study found that most people are willing to pay more for products that are good for the environment. People are increasingly interested in how their purchases impact the world, and they’re looking for brands that care about the same social and environmental issues as they do.
By showing that your brand cares about these issues, you can appeal to customers who want to make more meaningful purchases.
The mission statement from Tesla is perhaps one of the best retail strategy examples:
“Our mission is to accelerate the world’s transition to sustainable energy. In pursuit of this goal, we build products that replace some of the planet’s biggest polluters—while trying to do the right thing along the way.”
3. Connect with your customers through email newsletters & SMS messaging
Email marketing is an essential aspect of cultivating and nurturing new sales leads. By sending targeted content to potential customers through email, you can establish a more personal and direct connection with them.
According to a report by Salesforce, almost half of retail marketers credit email as the driving force behind their business success. The Direct Marketing Association notes that email marketing in the US generates an impressive 4,300% return on investment.
This retail market strategy allows you to build relationships and drive conversions more effectively and efficiently.
One example of this retail marketing strategy in action involves Bonobos –– a menswear company.
They often send out email marketing campaigns infused with humorous styling guides for men’s clothing. By providing valuable information and a touch of personality, they appeal to their target market and establish themselves as a reliable resource. This particular retail strategy drives conversions and strengthens customer relationships.
4. Collaborate with other retail brands
Partnering with another brand, or co-branding can lead to mutual success. This retail marketing strategy helps businesses expand, raise awareness, and explore new markets. For a co-branding partnership to truly thrive, both brands must reap the rewards.
One example of retail brands co-branding and advertising together is Red Bull and GoPro.
While GoPro equips adventurers to capture heart-pumping events on video, Red Bull leverages their reputation to host and sponsor these exciting experiences. Together they were able to launch their “Stratos” collaboration, which featured Felix Baumgartner’s jump from a space pod with a GoPro camera. Baumgartner broke three world records and embodied both companies’ shared values of pushing limits.
5. Get involved in your local community and connect with customers in person
Community marketing is a unique retail store marketing strategy. It relies on the active engagement of consumers to willingly participate in the retail business. When this retail strategy is executed effectively, those participating customers become loyal supporters of your brand thus encouraging others to engage with your retail brand. This takes the meaning of retail advertising to a whole new level.
This particular type of retail marketing can be seen in action with the Harley Owners Group (H.O.G) –– a community marketing initiative for Harley-Davidson motorcycle owners. It was founded in 1983 and it offers a tiered membership system with perks like merchandise, museum access, and credit card points for miles ridden.
This brand-loyal community fosters in-person connections through nearby clubs and gatherings, bringing together Harley riders from all around the world. H.O.G is perhaps one of the best retail strategies examples of community marketing.
6. Incorporate both traditional and digital retail marketing strategies and advertising
To reach and satisfy customers, consider blending online and offline experiences. The pandemic may have boosted online shopping, but many consumers still desire in-person interactions. To address this, consider adding a physical component to your business, like a pop-up shop or flagship store.
Birchbox, a beauty subscription service, seamlessly merges online and offline through its flagship store, pop-up shop, and appearances at Walgreens.
They’ve utilized some pretty creative in-store marketing ideas, like inviting customers to create their own Birchbox in person. This not only brings their online service to the real world but exposes their products to more customers.
Build the Right Marketing Plan for Your Retail Business Using the Right Resources
Retail is a cutthroat world, where products and brands jostle for attention and loyalty. And in this environment, retail marketing and retail advertising are your secret weapon. It’s a way for you to create a lasting impression and forge a connection with customers.
This is why retail marketing is so important. Without a targeted and effective retail marketing strategy, you risk fading into the background and being forgotten by consumers once they’ve made their initial purchase. But with a strong retail marketing approach, you can differentiate yourself from the competition, build brand awareness, and turn one-time buyers into loyal customers.
However, developing the right retail marketing strategy, equipped with persuasive retail advertising, can be especially difficult if your retail brand lacks the necessary resources it needs to execute your retailing ideas.
One important resource for retail brands is a third-party fulfillment company, which can handle the storage, packing, and shipping of orders, allowing businesses to focus on creating and implementing effective sales strategies and retail advertising.
Without access to this type of resource, your retail brand may struggle to effectively manage the logistics of your eCommerce or retail business, thus missing out on opportunities to drive sales, grow, and minimize costs. This is where AMS Fulfillment comes in.
Incorporate AMS Fulfillment Into Your Retail
Marketing/Advertising Plan
One of the benefits of working with AMS Fulfillment is the ability to scale operations more efficiently.
As orders increase, AMS Fulfillment can handle the additional workload without the need for your business to invest in additional resources or infrastructure. This can be especially useful if your retail business experiences seasonal spikes in demand, or if you’re just starting and you’re not yet ready to handle fulfillment in-house.
In addition to helping businesses scale, AMS Fulfillment can also save retail brands money on shipping costs.
We have established relationships with shipping carriers and can negotiate lower rates on behalf of our clients. This can be a significant advantage for your business, as it allows you to pass on the savings to your customers in the form of lower prices or higher profit margins.
Overall, AMS Fulfillment is a valuable resource for retail brands looking to streamline their e-commerce operations and focus on other marketing and advertising efforts to drive sales.
In the retail industry, where repeat business is key to success, retail marketing, and advertising is the key to unlocking the full potential of your customer base and maximizing their lifetime value. So don’t leave your retail marketing to chance. Seize the opportunity to stand out and thrive in the retail arena with persuasive retail advertising and effective marketing strategies.
