Shopfloor
FOCUS: LOCAL MARKETING
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I see you but I don’t hear you First up, Gekko’s Dan Todaro talks about making yourself heard!
Industry experts share their views on why it’s important for retailers to capture the attention of the customers right on their doorstep.
A
t the time of writing, retail footfall is up compared to 2019 and while this is encouraging and further increases are
anticipated, we must temper expectations for a full recovery simply because of changing consumer habits and their increasing propensity to head online. So the question is, what are you, as a retail business, doing to make yourself heard and adapting to the current market situation? In the world of Amazon, things have been
going very well. Its latest figures show that its revenues grew by 20 per cent last year in the UK, with sales leaping to £23.6 billion for 2021 from £19.6 billion in 2020, and far ahead of the £13 billion of sales taken in 2019. While online share of sales has declined over
time from its peak during lockdown, Amazon has continued to thrive regardless and it’s a clear indication that if your competitors trade online, they are seeing the value of an omnichannel approach to retail.
The core driver to any retailer’s success is
making it clear, through effective marketing, as to what you sell, where you sell it and how you sell it. Doing this effectively will lend itself to drive your footfall and clicks to keep those customers and potential orders coming. In the MDA and CE sectors, the appetite to
‘upgrade’ and ‘refresh’ remains and growth continues at a pace, so making your store the de facto supplier for the local community, if it isn’t already, is an easily achievable objective that doesn’t have to cost a fortune to realise through local marketing. Indeed, there are some fantastic examples of
how ERT Award winners have used social media to great effect in their marketing mix. By using Instagram, Twitter or Facebook to run competitions, announce winners, promote new products or communicate promotional savings and be part of the community. Through this approach, much can be achieved to target the local consumer.
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