Australians spent an estimated $20.1 billion on goods and services online from June 2015 to June 2016, growing online spending by 13.5 per cent in that period*. Whether your small business is online or not, these statistics highlight the need for customers to have a positive in-store experience. Here are five marketing ideas and tips to help drive foot traffic to your store.
1. Use your business’s online presence to drive customers in-store
Creating an engaged online community around your business is an important part of small-business marketing. So why not leverage your online presence to help grow your foot traffic in-store? You could host a VIP customer night, an in-store event, such as your business celebrating a birthday, or offer a special promotion, such as a discount or free gift, for customers who shop in-store on a set date. The event or promotion can then be shared on social media, your blog or in your e-newsletters.
2. Make the in-store experience special
Is the in-store experience you offer your customers the best it can be? Take a good look at your store and consider the ways in which it can be improved. Ask staff and regular customers for their suggestions. Take note of online reviews and customer feedback. Were there any common themes among the compliments and/or complaints? Strive to address the negatives and accentuate the positives.
For example, if you own a clothing store, do you regularly rotate stock and merchandise to highlight new stock? Is the lighting flattering and the music played suited to your clientele? Are your staff friendly and helpful? Is the space clean and appealing? Look at ways to enhance the customer experience and implement them in-store.
3. Promote your staff for a more personal shopping experience
You know that your staff are wonderful, so why not use content to introduce them and showcase their talents to your customers? Profile your staff through interviews for your blog and share the articles across social media and in e-newsletters. This type of content can help build a sense of familiarity to remind customers about the benefits of a face-to-face in-store shopping experience that can’t be replicated online.
4. Try Booodl
Booodl is a handy mobile app that uses Search Discovery Optimisation (SDO) to help connect shoppers to stores. Shoppers use the app to search for what they need – whether it’s a product, service or specific brand. The app, based on their location, tells them which stores near them are selling what they seek. It also allows potential customers to contact the store directly to check availability and price.
5. Undertake some local marketing
Running an advertisement or advertorial in the local paper, a regional magazine or an online publication in your area can help connect you to new potential customers in your area. Depending on the nature of your business, you may choose to run a promotion to attract customers to try your products or services and increase foot traffic. For example, if you own a local pizzeria, you may choose to run an “All you can eat” promotion for a set dollar value on the same night each week.
If you are looking to grow your business and need extra funds to do it, talk to Prospa about how we can help you meet your business finance needs.
* NAB Online Retail Sales Index: In-depth report – June 2016
Brought to you by Anna Fitzgerald, Prospa