On November 9 through 11, 2017, I helped open a brand new planetary retail shop. The grand opening event took only 3 times, but it was the culmination of several months of preparation and planning. Its achievement reminded me of some significant retail marketing lessons that apply not simply to physical stores but to ecommerce, also.
What follows are four advertising observations from this grand opening event for a retail chain’s 14th physical shop.
1. Some Products Don’t Sell Themselves
One of the often-cited benefits of brick-and-mortar retailing is that shoppers can take care of the products and feel that the substance. But during the grand opening, I was reminded that sometimes seeing a product in person is not enough to sell it. In actuality, ecommerce merchants could have an opportunity when it comes to selling relatively complex products.
Here’s an example. In the front of the new store there was a screen of winter boots. These boots featured the Vibram Arctic Grip sole, which is a brand new, engineered only that sticks to wet, slippery ice.
I had an chance to try out the Arctic Grip sole in a trade show in August. The Vibram people had a massive block of ice, which I walked with the Arctic Grip only strapped to the base of my Nike SD shoes. The experience was incredible. The Arctic Grip sole, which can be found on many brands of shoes, was amazing.
The writer trying the Arctic Grip only in a trade show in August 2017.
In the shop, however, winter boots armed with these high-end, sticky bottoms just seemed pricey. I heard a shopper ask her companion,”Why do these boots cost a lot?” I chased themshowed a video from when I attempted the Arctic Grip — it was on my mobile — and they purchased a pair. What had appeared expensive a minute earlier was suddenly worth every penny.
The difference hadn’t been seeing the boots in person, but with a person explain what made them special.
So this is the ecommerce chance: Online stores may include an Arctic Grip movie — in actuality, there’s one available on YouTube — which lets the shopper view the value. Online a company has an opportunity to give considerably more information than a shopper could find only walking past the boots at a physical store.
2. Live Streaming Drives Sales
To help promote shop 14’s grand opening, the merchant’s marketing agency scheduled several radio remotes. For every distant, a local station setup a 10-foot-by-10-foot pop-up tent on the front sidewalk and requested radio listeners to come by for an opportunity to win prizes and see the new shop.
Throughout the remote on Thursday afternoon, the announcer from a local country radio station had Curt, the shop manager, give her a tour of the new store on Facebook Live. A tech held an iPhone while Curt and the announcer walked around and chatted.
Nearly 400 people saw live, and several thousand people watched the video during the next 24 hours.
Within moments, a consumer called the shop and asked the team to maintain a stoneware bowl Curt had revealed during the movie. Website traffic for things Curt pointed out throughout the tour were up four days later.
Your ecommerce store can use Facebook Live for events, content, as well as products.
3. When You Give, You Get
Each morning of the grand opening, the first 50 shoppers through the door received a $10 gift card to the store and a $5 gift card to the Starbucks across the parking lot. Once inside they were offered pastries from a local bakery.
That may seem like a lot to give away because together the gift cards were worth $750. But these gift cards did three important items for the shop:
- Made a sense of reciprocity,
- Brought in 50 shoppers,
- Generated sales.
Reciprocity is when your company does something nice or good to get a customer, and that customer feels a feeling of duty to do something nice back. Reciprocity is a strong. A few of the shoppers who had received a gift card created just a small purchase. But many others spent countless dollars. I watched one shopper apply his $10 gift card to some $899.99 power tool purchase.
For your ecommerce company, start looking for opportunities to make a feeling of reciprocity. When you give, you sometimes get.
4. Advertising Works
Throughout the grand opening event, the new store out sold the series’s 13 existing stores and its own site. As good as shop 14 is, it won’t be the provider’s top grossing store long duration, but it was for these 3 days.
A few of those sales might have been curious shoppers who wanted to find out what the new store was like. Nevertheless, the key driver of earnings was advertising.
This merchant invested heavily in advertisements across websites. The business placed advertisements on radio, tv, Pandora, Hulu, and YouTube. There were print advertisements, billboards, and mailers sent to thousands of speeches close to the shop. Waves have mails were sent, landing pages assembled, and electronic banner ads placed.
Advertising works. If your company needs traffic and sales, purchase an ad.
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