Holiday marketing tips to help your store stand out
By Shannon Ash, Rogerwilco - Nov 27th 2018, 08:59
The festive season is a challenging time for shopping malls in Cape Town. Customers are ready to spend their hard earned money and make impulse decisions, therefore, you need to ensure your store is ready for the holiday rush and that your marketing strategy attracts the big spenders.
While it’s an exciting time for consumers, it’s extremely stressful for business owners trying to keep up with their competitors.
The best, and most affordable, ways to successfully market your store include the following tips:
Make use of traditional decorations
Leading up to the festive season, try to encourage your staff to get into the festive mood by helping them decorate your store, put up a traditional Christmas tree and add to the general excitement of this popular holiday. Many customers are inspired by the look and feel of Christmas decor, especially if they’re passionate about the season themselves. Now, since every store will be setting up their decorations and preparing for the rush, you need to think of creative ways to set yourself apart from the rest.
Red and green are the generic Christmas colours, with more companies starting to decorate with silver, white and gold. It’s up to you to add a new decor element that sets you apart and helps you to stand out from the other decorated stores in your radius. Make use of lighting around your store to make it seem bright and vibrant. Place stands with your brands’ popular products close to your entrance, as this will make it easier for customers to see items they may be interested in or simply splurge on impulse items.
Make sure your social media pages are active
Many younger consumers who are active on social media usually find out about specials online. This makes it incredibly important to keep your pages active with relevant and engaging content throughout the festive season, especially if you want to reach your holiday goals. Your social media presence offers your business the chance to market your products, create awareness around business ideas and attract new feet to your store. It’s also an opportunity to post appealing visual content that will attract the masses and boost your social traffic. Running competitions for customers who involve themselves with your brand or offering coupons to loyal customers are popular ways to keep customers interested.
Keep an eye on your customer service approach
When customers spend money at your store, you should find ways to say “thank you” for their support. You can do this through small gifts or vouchers with discounts on their next purchase. Happy and satisfied customers are your biggest asset as they will continue to spend money in your store which is what matters. Shopping malls over such a busy period can be an extremely stressful time for your employees, which is why it’s important them to know that they cannot drop the ball.
Good customer service will differentiate your store from other similar stores, boosting your traction and (hopefully) increasing your turnover. While your employees might be busy and running around to keep up, customers expect you to attend to them no matter what. Try to ensure your employees are trained and knowledgeable, as well as fully committed to your business. The correct ingredients will take your business to new heights over this fun, exciting and eventful time of year.
Offer an affordable delivery service or a free gift wrapping station
When customers decide to go Christmas shopping, they make sure they maximise their time and visit every store they’ve been looked at online (or in their local newspaper). Trollies can only hold so many packets, so it would be clever to offer your customers an affordable delivery service to their vehicle. This is especially desirable for large items that are too heavy to carry around the mall. If you would rather offer an in-house service to your customers after they’ve purchased an item from you, consider offering a gift wrapping service. This will save customers plenty of time and effort on having to wrap their own gifts. These are two small yet effective marketing tips that will go a long way.
Rethink your floor plan
Shopping malls are naturally very busy during this period. And it’s not only the retail stores that experience an influx of customers but also malls which contain cinemas in Cape Town and throughout South Africa and the ones that host exciting events. Think about the events which are taking place in the mall and how your business can leverage these events to create awareness over the festive season. For example, if your store is situated close to a cinema where customers are gathering to watch movies that are now showing in cinema, you will still be able to attract the attention of these non-shoppers if your store’s window display looks appealing and inviting from the outside. So, when you put together your store layout, don’t overcrowd your store as this will make customers feel claustrophobic and want to leave. Remember that customers want to spend time in stores that look visually appealing.
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