Shopfloor FOCUS: LOCAL MARKETING


More passion. More energy. More footfall.


By Emma Louise Smith, Director of Moxie Business Marketing 30


You’ve positioned your business perfectly online to make your location discoverable. You’ve pushed all internal systems to the max to streamline and cultivate an omni-channel experience. You’ve been lost in a vortex of TikToks, YouTube videos, threads, reels, likes and shares… If only getting people into your stores was as simple as throwing a handful of breadcrumbs to a flock of pigeons... But it can be – if you have the passion and the drive!


Window displays: Amplify your visual merchandising


1. Focus on sustainability: Consumer demand for ethical and environmentally-sound practices is growing. Use your window displays to communicate how your business is doing its bit, and better still – reward customers for recycling old products with you.


2. Loyalty schemes: How much do you value your customers? Show them! Communicate what your business is doing to give back in turn for their continued custom. Think member offers, exclusive early access to ‘VIP’ sales, rewards, giveaways and loyalty programmes.


3. Seasonal events: Potentially a bit of an obvious one! Yet Easter, Halloween, Christmas and even Black Friday have the potential to spark joy in the footfall past your store. Some retailers get this so


In-store events and experiences


1. Classes or demonstrations: Teach attendees a new skill whilst using your products. Cookery masterclasses are already hugely popular. Demo the perfect home cinema setup for TV and audio. A domestic God/Goddess workshop with cleaning hints and tips!


2. Discovery workshops: An opportunity to showcase and assist with launching a new product. Make it attention-grabbing; what about a karaoke night? Film screening? Sports matches? Grand Prix viewing?


Offline community marketing: Think physical experience, digital convenience


1. Customer surveys and market research: Offer people a quick and easy way to supply feedback. Why not trial feedback cards or a touch screen in-store? Ensure a post-sale survey invitation is emailed out? 2. Content partnerships and community contests: Find the community


Today’s shoppers are hungry for an in-store experience that excites and delights them, especially those in your local community. With the future firmly embedded in hybrid retailing, we can’t just consider in-store activities without first landscaping the out-of-store/digital ones. In order for any retail business to be as innovative as the products they sell, they need to offer the whole package. Here are a few ideas to get them eating out of your hand!


right and people look forward to seeing what they’re going to do next (Coopers in Bath, which won the Best Independent Electrical Retailer Shopfront category at the ERT Awards last year, is a sterling example)!


4. Your services: Do you offer click-and-collect? Contactless shopping? Buy Now Pay Later? Same-day delivery? Custom installation? Product trade-ins? Lack of awareness of the services you offer could see a potential customer purchase elsewhere.


5. Brand collaborations or partnerships: The best microfiber cloth to clean your TV? The perfect detergent for your washing machine? Sponsorship of a local school team or charity?


6. An interactive display: A QR code to scan to play a game, enter a competition, or find out more about a product. It’s a way for people to engage with your business and an ethical way to capture data!


3. A guest speaker: If the guest is note-worthy or accomplished in their field, then this can act as an influencer style dynamic. Local celebrities? Local bakers? Chefs? Gaming streamers?


4. Customer appreciation event: Your opportunity to thank your community! Offer a freebie – a prize or small gift for the first 10 people that walk in your store?


5. Fundraisers: Craft an event that associates your store with a charitable cause and invite your local community to join in. A local bake-off? Original recipe contest? Open mic night? Video game competition?


you want to target, identify a pain point for your customers, offer a solution (that involves the use of one of your products), then co-create content that shows the results and effectiveness. Encourage others to share their stories either digitally and in-store.


3. Product sampling: Distribute your products in exchange for feedback. Highlight how your expert advice can help customers install and set up the right TV, or to reduce their energy bills with ‘eco’ settings?


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36