Make promotions work for you
In today's current market and with the rise of online shopping in South Africa, it’s not always easy to get new foot traffic to your shopping mall shop and keep existing foot traffic coming back.
Promotions are one way to keep feet in your store and encourage new shoppers - here are a few promotional tips to help you stand apart from your competition
Have regular markdown sales
Many people tend to stay away from shopping malls unless there is a special or sale on an item they are interested in - everyone loves purchasing something at a discounted price. Major markdowns and sales are a great way to bring customers through your front door, almost guaranteeing that they will leave with something. Whether you’re a retail supermarket or a clothing and footwear store, having a markdown sale will not only benefit your profits but it will also give you an opportunity to get rid of old stock and make way for new stock.
Wow Window Displays
Anything that looks visually appealing is bound to attract customers and bring foot traffic to your store. Customers are always interested in going to look at the products available in the window, whether they choose to buy them or not. If you don’t have any promotional items or reason to have a window display, look at other ways to utilise this space with something funky and fun. For example, recreate a winter wonderland feel or be humorous by creating a funny display that will naturally make customers interested in seeing more. Making a statement is the first step to customer interest and success.
Implement loyalty programmes
After sales, markdowns and freebies, customers absolutely love loyalty programmes. Take the time to carefully put together a rewards system for those customers who often spend their money at your store. If your customers agree to have you contact them via email or SMS with marketing, you can take a look at their purchase history at your store and customise promotions for them. When you add a personalised approach to your marketing, customers will feel as though they have a personal connection with you. And if these promotions become regular, they will look forward to your emails. In order to be most effective, make sure you contact your shoppers according to their preferred channel.
Host an event
Hosting seasonal events are a good way to interest your customers. Mr Price Home does this well, with events for Mother's Day as an example. Not only will you be able to take advantage of creating a beautifully appealing display, but you will be able to structure your event around your product offerings to make it effective and worth your while. These events can also be exclusive to your loyal customers, giving them a ‘sneak peek’ into your summer or winter collection. And based on the outcome or the customer turn up of the event, you will be able to work on your next one and improve it.
Leverage social media
Depending on your target audience, social media is one of the most powerful marketing tools when looking to reach people who are on-the-go. Social media is also a great way to market your products without necessarily selling them online. Look at the different social media channels and make use of the channel which works best for your business, as well as your customers’ preference. Once you have chosen the platform you wish to use, make sure you watch a few tutorials and become familiar with the platform's features to help you provide added value to your customers.
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