So, whether you're selling anything the objective is clear:
🤚 We need customers
🤚 We need new customers
🤚 We need to protect our existing customers
And
Yes, we haven’t forgotten the most crucial customer and the most cost to our business is our staff and teams that serve our customers every day.
🤚 We need to inspire our teams
This Friday at 11am sees the second instalment of this 3 part series in Retail Marketing where I’m joined with Richard Liverman, Strategy, Marketing, Sales Mentor
In this episode we will delve into:
The 7ps
📝Product
Buying for the customer?
Buying for you?
Buying for both
Assortment of products – good, better, best (range review)
📝Price
-You are the expert- know your market, your customer avatar
-When and how are you planning or do you plan to have a strategy around your price structure.
📝Place
-Omnichannel
-Website?
-Socials?
-Stores?
-Pop ups?
-Shop in Shop?
📝Promotion
-Marketing activities-old school marketing still works.
-Have a plan – stories – share them
📝Personnel
-Can they upsell/Cross selling to other departments/Link selling.
-Do they know the products/knowledge base
Training and development
📝Passion
-Bring your brand and store to life through interacting with customers.
-Energy on the shop floor what does this mean to each one of the team is it attainable and explainable can it be quantified.
-Commitment to every customer great after sales service the sales doesn’t finish at the till turn once off customers into loyal lifelong brand advocates.
📝Presentation (multi-sensory approach)
-Smell – The smell of fresh bread, Confectionary, Cosmetics, Lit candles
-Hearing – Music, instore radio, training / demo area, Silence
-Taste – Sampling, Hotel Chocolat, Sweet Treats Centre Parcs, free mint
-Sight - Look and feel of the store – how do we inspire
-Instore POS
-Barkers, hanging banners, floor graphics – the silent salesperson
-Wall displays, screens (JML), Coke Fridges, Supplier products, cosmetics
-Suppliers need you to succeed ask for support
-Shop in shop (Gap in Next)