Home » Blog » Blog » Archives for Marketing
Bob Phibbs' Retail Sales Blog

Posts Tagged ‘Marketing’

9 Elements To Make Any Store Event A Success

retail event tipsMacy’s annual flower show is in full bloom at their flagship store in NYC (and a few other locations) now. If you are in the area, make a trip as it has to be one of the last vestiges of when department stores used events to differentiate one over the other.

I was in their store last year and saw long-term employees who were very proud it was their thirty-ninth show; you could see it in their smiles and hear it in their voices. Continue reading 9 Elements To Make Any Store Event A Success »

How To Improve Your Retail Sales During December

improve retail salesIt’s the first week of December and retailers are all over the map with their holiday retail sales figures.

Some are reporting large increases, some others are reporting flat sales, and sadly, others are reporting losses.

Customers are out there shopping, but retailers, how are you reminding yours that they should shop with you?

And, if you are concerned with Amazon as your competition – and you should be – do you realize that they are selling delivery – not just convenient browsing, order entry, or easy payment options?  It’s no mystery that Amazon’s drone delivery project was highlighted yesterday because it reminds everyone about their delivery capabilities.

In this busy time of year you have to frequently market to those who know you.

Your holiday messaging has to one-up Amazon. You have to say, ”We have this product in stock right now and you can take it home today!”  Customers want it now. Market what you have in stock. Market what you have as a substitute for a popular item. Continue reading How To Improve Your Retail Sales During December »

Retailers: 7 Reasons Your Email Marketing Isn’t Working

email mistakesI used to get a series of direct-mail postcards from a local stationery store.

Each month the retailer would feature one product I might need in my business: paperclips, printer paper, pens – you get the idea.

It was a calculated marketing strategy to touch their customers twelve times a year.

Direct mail is expensive and, unless you want to support the US Post Office and various paper companies, one that, while it can be effective, may not give you a high ROI or be terribly cost-effective…

Especially when the Direct Marketing Association tells us that email marketing has an ROI of around 4,300%. According to DBS Interactive, one study shows that email-driven traffic is 15 times more likely to convert customers to your site than social media.

To me, that shows email pays for itself any time you use it.

But is your email working that well for you? Continue reading Retailers: 7 Reasons Your Email Marketing Isn’t Working »

5 Reasons Your Advertising Isn’t Attracting Customers

advertising not workingAdvertising is your face to the world. It is how you tell others who may never have heard of you about your brand. It is also how you keep those who do know your brand aware and interested. It is a natural extension of your store.

One of the most common complaints I hear from retailers is that their advertising isn’t working like it used to. Here are five common reasons you aren’t attracting customers.

The person viewing your advertising doesn’t know who you are

While you can purchase lists of emails, physical addresses and even Twitter followers, your return is usually very, very low because the people you reach this way don’t know who you are.  You are essentially cold calling them, hoping that at that very moment, they are looking for whatever you are selling. and will buy. Continue reading 5 Reasons Your Advertising Isn’t Attracting Customers »

Retailers: How To Beat A Lower Priced Competitor, Your Vendor

competing with vendorMany retailers face a common problem: what do you do when you are directly competing with one of your vendors?

For example, a store selling Sony products has to compete directly with Sony online, which has inherent cost and supply advantages over brick and mortar retail businesses.

Not only is it easier than ever for customers to buy products directly from manufacturers online, but they are opening their own stores and using third-parties to get around the very retailers who built their business.

But I get it, stockholders are looking for additional value and the easy way is to cut out the middleman; just like the customers.

The problem is, the customer I believe still needs a middleman.

As an independent retailer, how do you turn a profit on products like this when your margins are thin to begin with? Continue reading Retailers: How To Beat A Lower Priced Competitor, Your Vendor »