Mobile Marketing a Must – Why You Can’t Ignore this Growing Trend

The idea of mobile marketing is not new – in fact, it is safe to say that it has definitely arrived and is thriving. Today’s consumer is smarter, more tech savvy, and better connected than ever, and as a result retailers can no longer ignore the fact that people do rely heavily on smartphones and tablets – even when it comes to shopping. 

Don’t just take our word for it. According to a study done by the Canadian government, 79% of Canadian households have internet access, and 74% of these use the internet to find products and services online. But this is just at home – what about mobile? A recent IBM study took an in depth look at mobile marketing and found that, as of August 2012, mobile shopping accounted for almost 20% of all online sales. This is up 300% from the same time last year. 

And people respond well to mobile. The same IBM study found that 43% of Canadians are in favour of receiving coupons on their phone, while 69% research products and 1 in 5 conduct shopping online from a mobile device.

In the CPG industry, these numbers may seem a bit high, and perhaps they are, especially since these studies focused on several different retail industries as a whole.  Even today, most people conduct their CPG shopping in-store, meaning that online sales for CPG are typically much smaller in number – but product research or price matching is still a priority for smartphone users. Ignoring the trend outright and assuming that just because most CPG purchasing is done in-store is a bad idea all around.

Still not jumping on the mobile bandwagon? If mobile isn’t in your future, are you going to get stuck at the back of the pack? It probably isn’t the best marketing strategy, but if you are still not convinced that mobile marketing makes a difference, what can you do to try and combat the influence of it? The best way is to ensure that customers receive the same service levels in-store that they receive online. Shopping online usually means no line-ups, the ability to view and purchase items immediately or see when they are not in stock. This means that you have to work hard to provide the same service: well stocked shelves, enough floor coverage to prevent a back-up at the cash register and enough people support to ensure things are well organized and tidy on the sales floor.

As we said, mobile marketing is here for the long haul, and the impacts will continue to either positively or negatively impact your bottom line depending on how to adapt to technological changes. But whatever you do, don’t ignore this trend completely – just because you put it out of your mind doesn’t mean that it is going to disappear.

Need some help dealing with the mobile marketing movement? Contact Storesupport today at 1-877-421-5081.

Managing Product Recalls: What You Need To Know!

What happens when your product is found to have traces of Salmonella or undeclared allergens? Typically, when listing a product at retail, such issues as these are one of the farthest things from your mind, but they do happen, and relatively often. The result: voluntary (or in some cases involuntary) product recalls that can cost your company a lot more than just money! Take a look at this very brief list of some of the many CPG recalls that have taken place in the last few weeks: 

a.      Undeclared soy in certain Christie brand Rice Thins

b.      Certain Fresh Sprouts brand Fresh Bean Sprouts recalled

c.      Undeclared gluten in certain Bob's Red Mill brand Sweet White Sorghum Flour

d.      Certain Canada Garden brand Tahini recalled cue to traces of Salmonella found

e.      Undeclared sulphites in certain Blue Marsh Farm & Kitchen brand jams and jellies

These brands are all well known, and so demonstrate that product recalls can happen to any company, big or small. And these can become big issues with resounding impacts, no? In today’s competitive retail environment, the management of product recalls can make or break a brand’s reputation, so careful management of the situation is critical.

Costs and impacts of a product recall: resources need to be allocated for the removal of all recalled product. This leads to empty shelves that then need to be refilled with product that is safe. These can both represent a significant cost to a brand – one that needs to be mitigated by any means. Brand reputation can also be impacted, so ensuring concerns are fixed in a timely fashion helps to safeguard against any negative feedback.

How do you manage a product recall to ensure continued brand recognition and customer loyalty? The simple answer: as quickly as possible. And this doesn’t just mean taking recalled product from the shelf – although this is crucial – it also means restocking those empty shelves ASAP. After all, if your product isn’t on the shelves for customers to purchase, they are inevitably going to go for something else. Furthermore, the quicker the response, the more exposure is contained – a definite plus.

Product recalls can be a major pain, and if they are not managed properly the results can be disastrous. Make sure that you work to maintain a positive brand image and keep costs associated with these unfortunate issues at a minimum.

Facing an emergency product recall? Storesupport has the resources to help you overcome it quickly and effectively, at a significant cost savings. Contact us today at 1-877-421-5081 or visit www.storesupport.ca.

Taking Control of Your Retail Management

Successful retail management, or the control of your brand at a retail location, is crucial for success. Meeting your customers’ needs and wants is one of the major ways to increase both your bottom line and customer retention and brand loyalty. But what does this include? What are we talking about as far as retail management? 

Firstly, what do we mean by retail management? Well, simply, the management of your brand. When you rely on a retailer for everything from stocking/restocking shelves to pricing you have to be sure that they are meeting your expectations. In order to retain as much control as possible in a situation such as this, knowing what is going on in-store is vital. This is a key component – make sure that you are able to keep tabs on what is going on on the ground.

Another important aspect of retail management is distribution resource planning. This includes establishing inventory control parameters to measure inventory requirements over time. When you rely on a retailer, you have to make sure that your product is on the shelf, otherwise it isn’t going to sell. There are many factors requiring attention when it comes to this planning, including on-hand inventory, back-ordered demand of a product, required quantity of a product, and constrained quantity of a product. Keeping on top of these will help ensure that your stock is where it should be, when it should be there.

When your retail management is effective, this in turn positively impacts your customer retention and brand reputation. For example, what if a consumer enters a store intent on purchasing your product but then cannot locate it in-store or it is not stocked on the shelf. Instead of asking an employee they may choose your competitor’s product. What if they like your customer’s product just as much as they like yours? Or what if they feel it offers the same quality at a lower price? Companies lose, on average, 20% of their customer base annually, and this is one of the ways that this comes to pass.

Yet another important factor in effective retail management: social media community management. When you take advantage of the many benefits offered by social media, you also have to be aware of the impacts that this can have. Setting up a Facebook page and developing a following, only to ignore it once this has been accomplished, can be problematic.  Complaints going unanswered or a loss of interest will reflect poorly on your brand. Keep up with what is going on online. Treat complaints as a gift – if you respond to customer concerns it shows an awareness and interest and a commitment to making things better.  

Be smart about your retail management – make sure that you are always aware of what is going on in-store.  Want some help accomplishing this? Storesupport has you covered – contact us today at 1-877-421-5081.

Retail Inventory Management: Store Closing Dos and Don’ts

Whether for relocation or consolidation, or whatever the reason may be, stores close all the time. But far too many stores go about it in a way that can have negative, and lasting, effects overall. Overseeing and executing a store closing properly can be difficult, but it is vital to both brand image and customer loyalty that things are done right, right from the start.  Here are some things to think about: 

 

Managing timelines is crucial. Make sure that you get your inventory in order, think about a discounting plan, come up with solutions for liquidation (if necessary). Keep in mind your deadline for getting out of the building and make sure that racks are down and the store is clean on time. Store managers often underestimate the amount of work and time involved with store closings, so set a schedule and stick to it.  Skill matters – if you are thinking about a temp agency, this is generally the worst choice, so make sure to do your research.

Managing inventory. Keeping the stores as well stocked as possible is essential – product won’t sell from the stockroom. Sales are a great incentive to see product movement. If the shelves are empty when customers come in looking for sale items, but those products are in the back, they may not ask for them and just forget the purchase altogether. Devise a plan for shipping inventory to other locations, and ensure that you have the manpower to see this task completed. The store should remain customer-friendly up until the last day, so ensure that procedures remain in place and followed.

Keep customers happy – the brand relies on this. The perception of the store/brand needs to remain high, so maintaining your image is important. Decreased inventory can negatively impact customer experience, so try to ensure that other aspects of the customer experience do not suffer as well. 

Employee morale plays a big role in managing store closings. When employees stop caring, their performance levels decrease and providing high levels of service becomes a minor priority (if a priority at all). And then they start leaving. Having a contingency plan in place in key. Make sure to keep the communication levels at a high – make sure they know that the store is closing, but the company is not. If there are other stores in the area, try to get them transferred. Try to help them see the big picture. 

If a store closing is in your future, think about the many different aspects that work to ensure the retention of a positive brand image. Manage your closing appropriately using these strategies.

For more about closing a retail location and how to avoid disaster, please contact Storesupport today by calling 1-877-421-5081 or visit www.storesupport.ca.

Retail Intelligence: What’s Your Brand Performance IQ?

If you are a brand located at retail you know how tough it can be to ensure performance when maintenance and compliance are out of your hands. When you place your confidence in a retailer, you are trusting them to do what you would do if given the chance. Can’t seem to get a handle on why your numbers are the way they are? Step back for a moment and test your brand performance IQ – this may help you better understand what you do and do not know retail intelligence wise. 

What’s your brand performance IQ? Think about these questions – do you know the answers? 

1.      Is your product stocked or is product in the storeroom but not on the shelves? In a perfect world, shelves would restock themselves – but in today’s retail marketplace you have to rely on employees to ensure your product makes its way to the shelf whenever stock gets low. If a customer can’t find your product chances are fairly high that they will just choose the next best thing – never a good thing for brand recognition or customer retention.

 

2.      Are employees at the retail location able to answer customer questions about your product? If a customer has a question about your product that an employee can’t answer, think about how this might impact their decision to buy. Or, what about if the customer has to ask for the location of your product and that employee is unsure of its whereabouts within the store? These things need to be remedied as soon as possible, but if you don’t know that the problem exists, how can you fix it. 

3.      Are your products priced correctly to reflect sales, promotions, etc.? If your product is on sale and marked accordingly, this can positively influence an individual’s choice to try or buy your product for the first time or return to it if they have recently switched to another brand. However, if you have let the store know about an item you want priced at a certain price point but the sales tag does not reflect this change, how can you determine the impacts of a change in price (or worse, influence them to purchase)?

4.      Are displays set up the way that you intended them to be? You spend the time and resources creating and designing displays to attract customers – but what if your product is not the only one reaping the benefits? Customers will remember those displays that peak their interest or stick with them long after leaving the store, so if your display isn’t just displaying your product there is no way to ensure that it is your product they are thinking about! 

5.      Are planograms executed according to plan? Again, you spend the time and money to develop a planogram that will best meet the needs of both your brand and your customers – don’t let compliance issues compromise the impact. If a planogram is not implemented the way that you want it to be there is no way to ensure the intended results. 

The answer to all of these questions should be yes if you want your brand to perform at its best. If they are not, perhaps it is time to think about having a method in place to get the retail intelligence necessary to ensure that they do.   

Need some help with retail intelligence? Storesupport can send out those people who can get the answers you need. Contact us today at 1-877-421-5081 or visit www.storesupport.ca.

Craving Customer Retention? We’ve Got You Covered

The easiest way to grow your customer base is to keep as many customers as possible, but considering the average business loses 20% of its customer base annually, this is easier said than done. However, it needs to be a priority if you want your bottom line to expand (who doesn’t?).  Furthermore, according to the Harvard Business School, increasing your customer retention rates by just 5% can lead to a 25-95% increase in profits – clearly nothing to frown upon.

Customer retention in the retail world can be tricky, so this week we thought we’d give you a hand with some tried and tested methods for keeping people happy! Here are our 5 Cs to customer retention that actually work! 

1.     Customer Service. Ok, this is a no-brainer, we know. Any intelligent retailer or brand knows that to keep retention levels up service levels also need to remain high. Don’t make them search for products, deal with long line-ups, or non-existent employees. No one likes that. 

2.     Cost. Remember that cost isn’t always the determining factor in a person’s decision to buy. Just because something is on sale doesn’t mean that they will choose it over a favoured product. So, when you are attempting to build customer retention keep in mind that cost isn’t always a means to an end. 

3.     Complaints. Ok, maybe this seems odd as a customer retention strategy, but not when you think of each complaint as a gift. Most people (most studies say over 90%) who receive poor service won’t complain, but those that do expect some form of response. So, instead of ignoring complaints or treating them with disdain, make the most of them. When a customer complains they are giving you the chance to not only learn what irks them but also to return them to a state of satisfaction, thereby garnering customer retention. 

4.     Compliance. When you plan out a merchandising strategy (something every company in the retail industry should do), make sure that it is followed and adhered to. Taking the time to devise a plan to encourage purchasing means nothing if customers either don’t get it or can’t see it because it isn’t executed properly. And better yet, as far as retention, if it works it will keep them thinking about your brand – long term gains abound here!

5.     Consistency. Keep the things above consistent. Try and keep in mind that every day offers the opportunity to catch a new customer, so don’t ever let things fall by the wayside. For example, if holiday times represent increased traffic, ensure that there are enough staff members on to handle the rush. Have a product recall? Ensure that it is dealt with quickly and effectively each and every time. 

Customer retention plays a primary role in how your brand performs. It also creates strong brand recognition. Use these 5 Cs to influence your strategy for customer retention and see real results. 

Storesupport has the tools to help with customer retention, so give us a call today at 1-877-421-5081 or visit www.storesupport.ca to find out how we can work with you to satisfy your customer retention craving.

Retail Marketing Myths: Don’t Fall Prey

The Loch Ness Monster, Sasquatch, mermaids: all myths we have heard about and likely dismissed as false. Just because someone tells you something is true doesn’t mean you should automatically take it as fact, right? So why fall prey to retail marketing myths that seem so common? Need some clarification? No worries, we’ve debunked the four most popular.  

Myth #1: Customer retention is a lost cause. Sure, gauging repeat clientele can be tad difficult, this is no surprise, but it isn’t impossible – and that by no means suggests that these costs are not worth it. In the retail sector, your bottom line often relies a great deal on repeat customers, so money invested in retaining them is never a waste. No matter what retention strategies you adopt, implementing them is critical. People want to be loyal (well, most of them do), and when they feel as though their patronage is valuable, they are more likely to return – and recommend your products or services. 

Myth #2: Online will become the new in-store. Nope. Sure, online shopping has definitely become more popular with the rising popularity of smartphones and tablets, but this doesn’t mean that the retail location is becoming obsolete. Online sales are expected to continue to rise in the years ahead, but the likelihood of these channels overtaking the bricks and mortar store is slim to none. True, having an online presence is always a good idea –or rather not having one is a bad idea – but that doesn’t mean that relying solely on online will be the only way to survive in the future retail market. What does this mean for you? To compete you have to stay a cut above, so having creative marketing, inventive merchandising, and high levels of customer support and service are crucial. 

Myth #3: Social media doesn’t matter. Big mistake. Social media has become a major part of many successful marketing plans – and it doesn’t cost an arm and a leg! Social media has become a significant tool to influence too – people like your store, they’ll like you online. But watch out, if they don’t like your store, product, etc. they will talk about that too! Managing your online presence gives your customers the chance to see that you care – a good tool for customer retention. 

Myth #4: Price is the main determining factor. The most recent Price Waterhouse Coopers’ global survey report found that price isn’t always king. Instead, the report noted a 10% increase in spending when retailers focus on and provide innovative marketing and high levels of customer service. Just because something is on sale, doesn’t mean that it will be what gets put in the shopping cart. There are many other factors that determine influence, so don’t rely exclusively on price point.  

There is no magical retail marketing book that you can use to solve all of your woes – trust us, we’ve looked – but avoiding common misconceptions is always a smart idea. 

For more information about retail marketing myths, or marketing at retail in general, contact Storesupport today by calling 1-877-421-5081 or visit www.storesupport.ca.

  

Seasonal Superpower: The Strength of Visual Merchandising

With the growing popularity of multichannel retailing, it has become increasingly important to make sure that bricks and mortar stores are actually going to entice people to walk through the doors rather than sit at home and shop online. Not only that, in-store displays go a long way as far as persuading people to buy, so a store’s visual merchandising must do this as well. Seasonal shifts represent an important opportunity to not only change things around a bit, but also take advantage of emotional triggers and tap into them with your merchandising plan.  

Most people respond best to visual stimuli so you have to cater to this. Still not buying into the importance of this strategy? Maybe this will change your mind: according to a recent study done by Retailworks Inc., “good visual merchandising can increase sales from 10 percent to 15 percent.” That is not an insignificant number, is it? We didn’t think so either. Clearly attraction goes a long way as far as beefing up your bottom line. 

Furthermore, the research suggests that displays that are poorly presented or just downright bad can negatively impact all of the other good things that are going on in the store. Is your in-store display lacking? You may not think it’s a big deal, but one poorly executed display can actually turn shoppers off the entire store. 

One of the biggest mistakes that stores make is keeping things static. Not changing displays, especially when the seasons change, is a big no-no in the retail world. In this case, visual merchandising can be a seasonal superpower. Halloween is now behind us, and most retailers will make the automatic switch to prepping for the upcoming holidays. And shoppers expect it; if you don’t have displays in place that showcase this, people will notice.

Other mistakes: too much going on (remember the KISS principle), no common theme or connections between display stock, and the mess caused by holiday shoppers – make sure that these things don’t negatively impact your visual merchandising’s effectiveness.

Don’t discount the strength of visual merchandising or linger when it comes to changing things around. Make sure that you are taking into account seasonal changes and customers’ expectations with regard to them.

Storesupport can help – contact us today to find out all about our suite of merchandising services including planogram and display set up to get ready for the holiday season. Call 1-877-421-5081 or visit www.storesupport.ca 

Going That Extra Mile – How to Ramp Up Your Brand Recognition

In today’s competitive retail environment there are a number of ways to work to ensure sales. There are myriad consumer types and catering to all of these can be incredibly difficult. That being said, one of the most important strategies that every retailer needs to adopt is ensuring brand awareness and brand recognition. Brand recognition is essential not only because it brings people to your store in the first place, but also because it keeps them coming back.  

Sure, we can spout off all we like about the importance of brand recognition, but how about we back it up with something concrete? Consider this: according to the Harris Interactive Customer Experience Impact Report, 60% of consumers often or always pay more for a better experience. That means that if you are providing top-of-the-line service, your customers will remember. Not only that, many of these customers will positively endorse you when given the chance.

Ok, brand recognition is clearly important – but how is it directly related to sales and influence?

Here are some perhaps not-so-surprising social media specific stats from ATYM Market Research that might get you thinking:

85% - Internet users with Facebook accounts

49% - Internet users with Twitter accounts

74% - those Facebook members who use the site daily

35% - those twitter members who use the site daily

29% - Twitter users who follow a brand on Twitter

58% - Facebook users who have liked a brand

Do these make a difference? Big time! People are far more likely to be influenced when purchasing when someone in their social network has liked or endorsed a brand.

Once they are in the door, how can you keep them coming back? The best way is excellent customer service. People don’t want to have to ask for items that are not on the shelf (indeed many will just opt for another item or look for it at a different store), especially if there are no employees around to ask. People also don’t like to shop in unorganized stores - things should be easily accessible as much as they are eye-catching. Your brand is essentially your reputation, so you have to protect it.

Marketing alone will garner some sales, but if your brand can’t live up to or even create an image that consumers will come to trust, you are only doing the job halfway.

Whether you are a brand or a retailer, Storesupport has the tools to help increase your brand recognition and awareness. Contact us today at 1-877-421-5081.

Jingle Bells Chime for Retail Marketing Boom

The holiday season is fast approaching, and with it comes the inevitable traffic surge and selling boom. Shoppers will be out there filling their carts with the latest and greatest from everyone’s wishlist and getting foodstuffs stocked for that holiday party or big family dinner, and retailers, while feeling the added pressure, are the ones to reap the benefits.  

Here are our tips for smart retail marketing to get you prepped for the busiest season of the year. Sure, some of them may seem pretty simple, but it never hurts to get back to the basics.

Tip #1: Keep shelves stocked. This may mean reiterating to employees the importance of ensuring shelves remain full, implementing a strategy that sees them refilled throughout the day, or hiring extra staff to manage the stockroom. If customers don’t see what they are looking for on the shelf, they may just head somewhere else!

Tip #2: Stay social. We all know how important social media can be in the retail world, so make sure that you are maintaining yours. Update statuses and posts regarding sales or promotions. Manage complaints to help boost customer loyalty and brand recognition.

Tip #3: Keep floors well staffed. With the traffic comes extra-long line ups, which no one likes. Make sure that you have enough staff on hand to cover surges throughout the day as well as to be around the store to help assist customers.

Tip #4: Make the most of visual merchandising. We are not saying throw up some holiday decorations at random. Instead, use the season to pull at people’s emotions and guide their purchases by putting together displays that make connections they make not have thought about.

Tip #5: Keep the store clean. Ok, we don’t just mean ensuring janitorial duties are completed each night. During the holiday season you have to be extra diligent about keeping stock organized and in place. Holiday shoppers tend to be less, let’s just say, cognizant, of their actions, so staff members need to be sure to try and keep the store in tip-top shape throughout the day.

The holidays can be the perfect time to cement your brand image and ramp up customer loyalty. How you manage your retail marketing over this period can bode well for the entire year, so let your actions speak for your reputation.

Want some extra back-up for your holiday retail marketing campaign? Storesupport has you covered. Contact us today by calling 1-877-421-5081.

Financial Post: How Bricks and Mortar Shops Compete

In today’s online world, competing with online sellers can be really tough for bricks and mortar shops. The ability to jump online and make a purchase instantly can be really enticing for individuals, and sales reflect this.  

Want some stats? We’ve got them. According to a recent article in the Financial Post, “a study by Boston Consulting Group noted that in 2010 only 3.4% of all retail sales in Canada were made online, but that is projected to rise to 5.3% by 2016.” The article went on to say that of the $454 billion the entire Canadian retail sector made in 2010, only $18 billion came from online sales – but it is predicted that this will increase with the sale of tablets and smartphones.

So are bricks and mortar stores on their way out? The article says no way. Whether you own a unique mom and pop shop or a multi-location franchise, many people still crave that one-on-one human interaction when shopping. They also like to be able to see and feel and try on and test the merchandise before they purchase – and this isn’t going to change. What will change is the expected level of customer service and overall customer experience that consumers are looking for upon entry.

Really? Does this really influence an individual’s choice to shop at a particular location or store? Absolutely! Ramping up customer service can mean huge ROI. Making sure that your employees are knowledgeable and fluent in the language of your brand, that your store is well staffed, and that product is available and on the floor have a major impact when people shop.

Can bricks and mortar stores ignore the internet outright? Sure, if you just want to rely on traditional forms of advertising and word of mouth. But the Financial Post warns that those organizations choosing to do so will find themselves at the back of the pack. Try balancing your in-store presence with one online through social media.

If you own a bricks and mortar retail location, make sure that you are taking into account the impact of online sales on your bottom line. Make sure that your customer experience levels are on par with your brand image and the service you want to provide.

For more information about how bricks and mortar stores can compete with online retailers, please contact Storesupport today by calling 1-877-421-5081 or visit us online at www.storesupport.ca.

 

Not-So-Scary Halloween Retail Merchandising Tactics

Trick or Treat! Have big plans to take advantage of all of the opportunities the Halloween season represents? Sure, any savvy retailer knows that going with the seasonal flow is crucial to attract attention and get shoppers through the door – but are you an expert at actually executing this experiment?

Here is our list of the top 5 not-so-scary Halloween retail merchandising tactics: 

1.      Scary Static Displays. Keeping the same in-store displays month after month means no excitement for your customer. If the window displays or displays on the floor don’t change, your customers notice. Use Halloween as a chance to spruce up that signage or exhibit featured products with a creative window display. People like change – draw on that. 

2.      Sell Add-Ons – but be smart about it. Sure, a no-brainer, but you would be amazed at how many retailers skip this or make attempts that are not so savvy. Just lumping a bunch of products together in a display can actually get negative attention, especially if the connections are not being made. Be creative, but at the same time, be smart about it. Think hard about how things fit together – if they don’t, don’t force them. 

3.      Creepy Coverage. Does your store look like a ghost town when it comes to employees? Keep shelves stocked and don’t make customers hunt for help. If a customer gets frustrated by a lack of assistance, chances are usually pretty good that they will leave your store and head to a competitor’s.  Don’t have extra staff on hand to handle extra flow? Get short-notice people support from a retail merchandising company.  

4.      Dirt Devil in Action. No matter what time of year it is, no one likes to shop in a dirty store, so make sure that decorations (if you choose to put them up) don’t make the store look messy or cluttered. Make sure that employees are cognizant of clean up.  

5.      Start Early. Ok, it is now October, so you should have these things rolled out – but if you don’t, take the time to get them up, and soon. Don’t let your competitors get a leg up. Need a hand implementing those changes (window displays, signage, Halloween planograms, etc.)? Get in touch with a company that can handle it all for you. 

Sure Halloween is a fleeting holiday that is quickly replaced by the excitement over the upcoming holiday season, but that doesn’t mean that you can’t reap the benefits. Get your Halloween retail merchandising plan in place with these handy tips.

For more tips and tricks, please contact Storesupport today by calling 1-877-421-5081.

Powerful In-Store Marketing Doesn’t Have to Be Difficult

One of the biggest hurdles for retailers is developing and maintaining a strong in-store marketing campaign. Taking the time to develop a smart in-store marketing strategy can be costly, especially if you have no prior experience. The time and resources needed to execute it can take away from other important aspects of your business (ex. staff). Instead of dealing with the worry of difficult in-store marketing, let a retail merchandising company help your harness its power easily and effectively.

How can a retail merchandising company help you overcome this challenge? In a number of ways. The role of a retail merchandising company is to help you get a plan in place, no matter what that is, and execute it.

Planogram set-up and signage: if planograms or signage is a part of your in-store marketing, a retail merchandising company can bring in the people to set it up, according to your exact specifications, ensuring that product is correctly labeled and displaced properly. Coupons are included here – in order for them to be profitable they need to be located in the correct space. Signage location should also be considered strategically, and making use of the experience of a retail merchandising company can help alleviate some of the pressure.

Experiential marketing and promotional events: although in-store signage and displays are a major part of any campaign, experiential marketing and promotional events should be as well. Whether you are highlighting a new product or promoting an old one, an experiential marketing campaign is an effective way to achieve this. But it can’t just be thrown together. A retail merchandising company that specializes in experiential marketing can work with you to develop a smart and engaging event that hits all of your targets, as well as provide you with the individuals with the skills and talents to make the event a success.

Remember that any successful in-store marketing campaign can’t remain static. Keeping things up-to-date is all part of the process, and if you fail to keep things current the plan will lose its luster. Make sure that you are constantly updating your strategy to make use of the power of in-store marketing. Again, rely on a retail merchandising company to accomplish this for you.

A professional retail merchandising company that can offer you a hands-free solution to your in-store merchandising woes is the best way to ensure a high level of engagement and customer experience. Don’t stress about it – let someone else take over and make sure that everything is done the way that it should be.

For more information about in-store marketing and the benefits of employing the services of a retail merchandising company, please contact Storesupport today by calling 1-877-421-5081. 

Sales Staggering? Might be Time to Consider Experiential Marketing

In the CPG industry, experiential marketing is not a foreign term. The concept of letting a customer try before they buy is not new, and brands across the country are taking advantage of the benefits that an experiential marketing campaign can bring to a merchandising plan. But why does experiential marketing work? How is it that giving your customers the chance to test a product in-store actually leads to profit and what impact do these campaigns have long term?

When a customer enters a store with a shopping list, chances are good that they will add additional items if prompted. This is one of the main reasons that experiential marketing works. This works especially well when products are featured together. For example, if you are promoting a new pasta sauce, make sure to serve it with another product offered by your brand (pasta, spices, etc.). 

Experiential marketing is great for brand and customer loyalty. The emotional relationship that is formed through a taste sampling works to keep customers coming back for the same product. There is a lot to be said for memory, and when a customer can link a positive experience (the experiential marketing event) with a product, they will continue to purchase that product.

When combined with a promotion (ie. a coupon or a sale), experiential marketing becomes even more effective. Everyone loves a sale, and so being able to try a product and then purchase it at a discount is incredibly appealing.

A good experiential marketing campaign gets people talking. A regular trip to the grocery store doesn’t often stir up much excitement. Instead, leveraging an event that catches peoples’ attention can lead to word-of-mouth advertising. And they are not just talking about the event – they are talking about the product.

Another key benefit of experiential marketing is the research potential it represents. With the right staff, you can easily identify your target market through a campaign. Asking customers what they think about a product after a demonstration or tasting can garner valuable feedback to be used in the future.

Experiential marketing doesn’t have to be difficult, but it does have to be right. Individuals staffing the event need to be knowledgeable about the product, as well as energetic and outgoing enough to get customers to stop. Location is important, as is timing. The right merchandising company, one that specializes in experiential marketing campaigns, is a smart place to start to get your campaign up and running. They can handle everything and you can be sure that the campaign is used to its greatest potential.

For more information about why experiential marketing works, or to get a campaign going, please contact Storesupport by calling 1-877-421-5081 or visit us online at www.storesupport.ca.

Retail Marketing Trends - Can You Keep Up?

The retail industry, especially the CPG industry, has never been a place where the phrase “set it and forget it” applies. Continuous change requires strategy in order to keep up. We are more than halfway through 2013 and in order to keep you up-to-date we thought it time to give you some advice on how to stay current.

Here is our list of the top retail marketing trends as we continue into the latter part of 2013.

Power of a physical presence – just as online shopping has had an impact on bricks and mortar locations, many online-only retailers are recognizing the power of a physical presence and setting up shop as a result. This necessitates the demand for retailers to maintain a high level of customer service in-store and well as the need for innovative customer attention-grabbing maneuvers.

Generational marketing – retailers need to be cognizant of the gaps that exist between generations. As baby boomers, society’s largest group, age, their needs change, and so too does the need to market to them specifically. Don’t rely solely on things like social media or mobile marketing – these tactics are often lost on this group. (But don’t ignore them either – they are critical!)

Cost-cutting measures – employee cutbacks are no longer the most intelligent business practice as far as cutting costs. Retailers looking to bring overhead down need to appreciate the impact that getting rid of employees can have on the bottom line. Too few employees in-store can mean shelves are not being stocked efficiently, line ups are far too long, and customers are not getting the assistance they need/want. Instead of hiring and firing as the market dictates, consider working with a merchandising company that can offer staffing support only when needed and avoid the additional costs that accompany this seasonal output.

Print is here to stay – printed advertisements and displays still remain a very powerful vehicle on the road to customer attraction. But remember, if a display is static, regulars will forget it, and it loses its power altogether.  Constant change with regard to displays and planograms is critical in order to stay in the game.

So how can you achieve your goals by employing these trends to your advantage without having to increase greatly the time spent on them? Find a merchandising company that offers a suite of services which includes the things outlined here. That way you can be sure that trends are being followed correctly.

For more information about retail marketing trends for 2013 or to find out how a merchandising company can help you harness their power please contact Storesupport by calling 1-877-421-5081.

ARE YOU LOOKING FOR A FLEXIBLE PART TIME RETAIL JOB?

Storesupport canada is offering a fantastic opportunity to work inside some of Canada’s largest retailers.

Become a Storesupport General Retail Consultant!

There are limited positions that must be filled immediately.

If you are a self-motivated, highly efficient & independent person please apply for one of these positions that are located in Mississauga, Aurora, Oakville, Port Perry, Campbellford and Woodbridge.

Main Responsibilities include:

 

1. Retail Merchandising and shelf stock integrity

2. General work with a retail store environment

3. Maintaining a professional demeanor with the public and store personnel when performing your duties

Position Requirements include:
1.   High School Diploma/GED required
2.   WHMIS (Workplace Hazardous Materials Info System) – If you are not currently certified you will be required to obtain WHMIS certification through Storesupport Canada before you start.
3.   You may be required to lift 15lbs and occasionally up to 50lbs

Please email your resume to bonnie.yhip@storesupport.ca

Building Brand Loyalty – Are You Targeting the RIGHT Consumer?

One of the biggest issues that retailers face, especially in today’s mobilizing marketplace, it building brand loyalty and retaining loyal customers.  After all, if a customer can find a better deal, or doesn’t feel as though their needs are being met, they will quickly switch to one of your competitors. In this blog we offer our top 3 steps to building and ensuring brand loyalty. The market is changing constantly, so you need to be focussed on continually updating your strategies.

3 steps to building brand loyalty:

Step 1: Make sure that you are targeting the right consumers. A major hurdle in the Canadian CPG industry is dealing with the generational gap. All consumers are not the same – their wants and needs differ greatly – so if you treat them all the same none of them will be completely satisfied. Instead, you need to cater to the differences. Younger generations are often more receptive to experiential marketing or digital marketing, whereas older generations are often more responsive to coupons and promotions. Don’t ever discount one for the other.

Step 2: Make sure that these consumers are engaged. This can be accomplished a number of different ways (and can be used to market to ALL consumers). Firstly, make sure that customers are receiving the right support (re: finding items that are not on the shelf) and answers to their questions. Secondly, employ an experiential marketing campaign to attract attention, especially when promoting a new product. These things will help establish an emotional connection with your brand. These tactics will also help with brand recognition and boost sales.

Step 3: Make sure that these consumers are experiencing a high level of customer service. Brand loyalty is built upon a foundation of solid customer experience, so if your customers leave your store unsatisfied with the level of service they have received, chances are pretty good that they won’t be returning for seconds. Don’t let long line ups or idle employees cause a decrease in customer experience levels.

A great tactic to adopt when facing stagnant levels of brand loyalty is to leverage the services of a merchandising company to garner a boost. By employing their methods for success, an experienced merchandising company can examine problem areas, suggest changes that will have big impacts, and implement the adjustments smoothly.

For more information about building brand loyalty, please contact Storesupport today by calling 1-877-421-5081 or visit us online at www.storesupport.ca.