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How to Use Buying Patterns as a Marketing Roadmap
If you study what your customers buy, when they buy it, how frequently they return, how much they spend and what products they purchase together, they can provide a surprisingly detailed roadmap for your marketing strategy.
The Compounding Effect of Small Marketing
After spending more than four decades in retail, I have become convinced that the businesses that consistently outperform their competitors aren't necessarily the ones with the occasional brilliant marketing idea. More often, they are the businesses that become slightly better at marketing every week. Small improvements compound.
Marketing That Survives Slow Traffic Periods
Every retailer loves marketing when the store is busy. Then traffic slows. Suddenly, every marketing expenditure gets examined under a microscope. Good marketing should not collapse when traffic softens.
Pricing as a Marketing Strategy
Price is marketing. In fact, the price on a product may communicate more about your store than the advertisement that brought the customer through the door. This article offers tips and tricks for retailers to market through curated pricing strategies.
How to Market Through Scarcity
Retailers have always understood one of the most basic principles of human behavior: People tend to want something a little more when they think they might not be able to get it later. That is scarcity.
How to Reduce Decision Fatigue in Retail
Every day, your customers make hundreds of decisions before they ever walk through your front door. By the time they arrive at your store, their brains have already been working overtime. Instead of giving shoppers decision fatigue, this article offers some tips on how to make decisions easier for your customers.
The Shelf Life of a Marketing Idea
Every marketing campaign, promotion, slogan, event and social media strategy has a shelf life. Some last for years, while others become stale in weeks. This article offers some tips on how retailers can refresh their marketing.
7 Lessons Retailers Can Learn From Successful Restaurants
Although restaurants and retail stores sell very different things, they share the same mission: creating loyal customers who choose to return again and again. This article offers seven lessons retailers can borrow from great restaurants to strengthen customer relationships and drive long-term success.
6 Easy Tips to Evaluate Your Website
When was the last time you evaluated your website? Think of your website as an employee, and then evaluate it to those same standards. This article offers six helpful tips for evaluating your website to make sure everything is running efficiently.
The First 30 Seconds: Where Most Sales Are Won or Lost
The first 30 seconds are crucial for making a sale. In those first moment, customers start making judgements about whether your business feels relevant, trustworthy, clear, helpful and worth any more of their time.
The Marketing Gold Hidden in Your Returns
Even though returns can be annoying, they're a source of information, and often a very useful one. If you study them carefully, returns can tell you a great deal about your products, your customers, your staff, your merchandising and your marketing.
What Your POS System Is Trying to Tell You
A POS system should not just record what happened yesterday. It should help you decide what to do tomorrow. This article talks about all the different ways POS systems can help boost business and marketing goals.
Customer Friction: The Silent Sales Killer
Most retailers spend considerable time focusing on merchandise, pricing, advertising and staffing. Yet, many overlook one of the biggest threats to sales growth: customer friction. This article offers some key tips for retailers on how to reduce customer friction and create seamless shopping experiences.
5 Numbers Every Retailer Should Track
To track business performance, retailers should keep track of a handful of key measurements that provide an ongoing pulse of the business, identify trends and take corrective action before small issues become major problems.
Your Store Window Is Still Your Best Ad
While marketing tools like social media, email campaigns, digital advertising, search engine optimization and online reviews certainly have value, many retailers are overlooking one of the most powerful marketing assets they already own: their storefront. This article offers some tips on how to make your window displays inviting for customers.
The Quiet Power of Repeat Customers
Retailers spend enormous amounts of time, energy and money trying to attract new customers. However, many retailers overlook one of the most valuable assets already sitting inside their business: their existing customers. The quiet power of repeat customers is often underestimated, yet they can become the foundation upon which long-term retail success is built.
Marketing That Drives Sales, Not Just Likes
In today’s retail environment, it has become remarkably easy to confuse marketing activity with marketing success. Social media engagement can certainly play a role in visibility and brand awareness, but retailers must be careful not to mistake digital applause for actual profitability. In this article, Alan Miklofsky shares how retailers can turn marketing dollars into sales instead of just social media praise.
The Myth of Going Viral in Local Retail
In today’s social media-driven business environment, many independent retailers have become fascinated with the idea of “going viral.” For most independent retailers, the obsession with viral marketing often distracts from what truly builds sustainable retail success: consistent visibility, ongoing customer engagement and long-term community trust.
Marketing That Reflects Your Store’s Personality
Large retailers can outspend independent businesses when it comes to marketing, but what they often struggle to replicate is authenticity. Marketing that reflects your store's personality is way more effective than anything else.
Simple Strategies for Creating Repeat Customers
Getting customers into your store is only half the battle. The real win is turning that first visit into the beginning of a relationship. This article offers some simple strategies for creating repeat customers.
