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Future Focus: How Brick-and-Mortar Retailers Can Shift for Success

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Far from making brick-and-mortar retail spaces obsolete, the explosion of e-commerce has simply reshaped, and repurposed, the ideal deployment and leverage of retail spaces. That’s according to Alexandra Sheehan on Shopify, who explains that despite the looming challenges of evolving technology, increasing competition, and changing consumer behaviors, smart brands can plan for these changes and create opportunities from them by “future-proofing” their businesses. Let’s take a look at a few key areas poised for forward-looking success.

In-Store Experiences: Driving More Sales

In-store experiences – that is, creating fully immersive multisensory displays that engage with your customers – are becoming increasingly important for multichannel retailers.

“Unique store experiences give shoppers a compelling reason to visit a location and engage with a brand,” Sheehan explains. Beyond the normal value-adding propositions of promotional marketing materials, unique in-store experiences help drive traffic to your brick-and-mortar stores and more revenue through your physical channels. They are a clever way to diversify your revenue streams across a multichannel business model.

What’s more, they create an immersive “identity” for your brand, one that sticks with customers and contributes enormously to brand loyalty. The ability to quickly create dynamic in-store experiences that change to fit your marketing messaging and brand identity will set retailers apart.

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In-Store Events: A Marketing Bonanza

Hosting in-store events are becoming an increasingly popular – and effective – way to increase foot traffic and buzz around brick-and-mortar stores. Fitness apparel retailers, such as Lululemon, have begun hosting yoga classes, complete with branded giveaway mats and water bottles. Anthropologie, the apparel and home goods retailer, hosts pop-up “markets” in its stores and provides shoppers with free, branded tote bags.

The key to the future of physical retail is creating value that online shopping can’t offer. With an agile and reliable marketing supply chain to make sure everything arrives on time, on price, and goes off without a hitch, in-store events are a great way to do just that.

New Customer Behaviors, New Possibilities

One of the most unique phenomena of the age of digital commerce is the rise of “showrooming.” Showrooming is the practice of visiting a brick-and-mortar store to see or interact with a product with the intention of buying it online later.

This requires a fundamental re-thinking of best practices for in-store marketing materials and displays. Before e-commerce, with physical as the only or primary channel, it was important to devote floor space to as many of your available products as possible, and to make that space easily navigable. Now, with digital analytics, creating high-conversion, engaging, narrative in-store displays for the most in-demand, best-selling, or highest profit-margin products can lead to greater revenue and marketing ROI. Brands must invest the time, effort, and resources towards understanding these new and changing marketing best practices, because they truly are an investment in ongoing future success.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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Retail Marketing Trends to Watch in 2018

2018 is set to be a big year for the retail industry. New tax laws mean many brands are reinvesting in their marketing efforts and looking for ways to stand out from their competition this year.

By keeping a few select trends in mind, and properly prioritizing the efforts that add value for their customers, retail marketers can stay ahead of the pack and realize more revenue. That’s according to Pamela Danziger of Forbes, who shares the most important marketing trends that retail experts have predicted for 2018.

Shifting Roles for Brick-and-Mortar

Brick-and-mortar stores for decades were by default the main revenue source for retailers, and online and e-commerce avenues supplemented these operations. “In the early days of the internet, retailers incentivized shoppers to spend money online by offering lower prices at their websites,” says Danziger.

Now, customers simply expect to find lower prices online, as well as a more convenient point-and-click shopping experience. “To justify the expense of their brick-and-mortar stores, retailers need to start giving time-starved consumers a reason to travel and shop in-person,” writes Danziger. These “reasons” now often include gifts with purchase and special in-store promotions.

Further, brick-and-mortar stores are poised to continue shifting towards becoming “experience” centers, with “experiential” marketing booming in importance. “Giving customers a deeper and more differentiated brand experience,” writes Danziger, is the new big value proposition for brick-and-mortar retailers. Using eye-catching displays, print and promotional materials, and special point-of-sale branding will help draw customers back into brick-and-mortar stores.

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The Rising Role of Marketing Logistics

As Danziger describes them, logistics are “not the sexiest topic in retail, but logistics will be a defining issue in 2018.” She explains that “as shoppers come to expect that all of the best stores are omnichannel, the ability for brands to deliver products quickly and painlessly will separate the strong from the weak.”

Well-managed marketing logistics, made possible by a highly-optimized marketing supply chain, allow brands to be truly responsive to customer demands and proactive about upcoming trends.  It also enables them to offer their customers value-adding perks, like in-store pickup, promotions, and branding mirroring what they’ve experienced online, and engaging, easy-to-navigate displays. “Nobody wants to revisit a brand that makes shopping feel like work,” Danziger writes.

By partnering with a trusted marketing logistics expert like NVISION, your brand can consistently deliver these high-value retail experiences on-time, within budget, and in a way that builds loyalty among your customers. That’s one 2018 trend that everyone can get behind.

Subscribe to the Blog

Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE