The role of store promotions or campaigns remains an integral element of many retail propositions. With competition for market share remaining fierce, consumers are looking more than ever for offers and even greater value for money. The requirement for in store promotional and campaign activity to deliver and even greater experience for the customer should not be ignored. Organisations that execute this well understand the importance and opportunities and continue to reap the benefits of increasing customer spend, driving footfall, retaining and rewarding existing customers.
Creating a Great Event.
Effective in store promotions are a huge driver to increasing unplanned product purchases or impulse sales. Whilst price and value remain two of the primary influencers in directing customers to their chosen shopping haunts, the promotional proposition is a powerful aspect of the decision making process. As such creating a “Great Event” in store can be a significant differentiator in delivering competitive advantage. Some retailers have created such memorable events that they now form part of their customers annual diaries.
Some have created campaigns that are annual events in their customers diaries.
With our roots firmly established in a retail trading background, store promotions and campaigns are an area of expertise and passion. We have worked across multiple sectors, helping organisations build effective in-store promotional strategies and management processes. Specifically we can help you with:
♦ Establishing your promotional strategy geared around your customer proposition and growth plans.
♦ Creating clarity of your promotional offer and a point of difference.
♦ Optimising planning and utilisation processes for promotional space.
♦ Understanding the growth opportunities for your business.
A Unique offering.
Creating a great event in store requires the careful balance of multiple factors and an effective planning process to secure delivery. Ultimately it is about giving your customers something special that they cant get elsewhere, this can include great offers, unique own label products and instore theatre with a clear theme across a number of elements. Its all about creating excitement and a wow in store and there is nothing better to support this than team member advocacy and involvement to really bring the event alive in store.
Without creating that unique feel, campaigns simply blur into the background.
Delivering great in store promotions requires effective planning and a robust process. Both of which must working in a coordinated way often across multiple departments. We can help you with all aspects of structuring the planning process. We can also help you with determining the allocation and positioning of promotional space to deliver the levels of contribution and impact on the customer experience that you are looking for.
Give us a call to find out more about how we can help you.
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