Store of the Future
Hi There,
Are you selling your product in a retail store? It’s exciting that you got that big purchase order in, but then you send the retailer your product and the rest feels out of your control, right? You just sit and pray that the velocity churns and people try it. I even had one of my clients tell me he would drive to the stores and buy his product off the shelf so the retailer ordered more (I kid you not)!
You are hoping the retailer puts your product up properly on the shelf (I can’t tell you how many times I see products that I work on that I end up restocking the shelves instead of the retailer automatically doing it). Or if a product is being sold on the retailers website, you need to ensure that they have your product properly loaded on their site with the appropriate keywords, imagery, and actually able to be searched. These are the struggles that I see with many of my clients that are in stores today.
Here are a few tips that I wanted to share with you:
Ensure your packaging speaks to your product clearly (no one is there to explain it for you). The colors matter and clearly say what your product is/does/benefits.
2. On-shelf marketing (shelf talks, store decals, clips, end caps) and secondary placements are the way to win in-store.
3. Leverage digital tools/apps that can drive people to try your product. Assuming you go after the discount target audience, then I would suggest using coupon sites like Ibottta and Aisle.
If you have a more premium product (higher price point), I would shy away from these quick fixes as those app users will never actually be your shopper.
4. Use retailer data or their media offerings. Retailers (Kroger, HEB, etc) have all of their shoppers’ phone numbers from loyalty cards, etc. They have technology they can use to match people digitally to drive their customers to your exact aisle and know that it works and they bought it!! All big retailers that sell your product likely have these offerings that you can track that it works!!!!
5. Geo-targeting. You can market to people that are in your target audience that are near the store. This is the least specific, but you are capturing the people that are going to the store anyways. The hope is to catch them while they’re there so that they grab your product. You can do geo-targeting through Fb/IG platform, in apps, or even Gmail has a feature to connect with folks.
In next week’s email, I will talk about your product being on the retailer site. You want to ensure it is easy to search on their site.
Hope to see you at my next free marketing webinar “Retailer Marketing (In-store and Online)” I will share with you tips and tricks to help your products fly off the shelf.
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I see an image of a bulldozer when I think about Brooke. I know that projects will get done in Brooke’s hands. She is extremely motivated and she is very talented at keeping the momentum going in projects. She is fearless even when building something from scratch and is not afraid to make mistakes. She is very professional at taking feedback and has a lot of potential to grow and lead marketing at various smart startups that bring her on.
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