By Laia Cardona, on 22 February 2023
There are many different types of marketing strategies that can generate more sales, but one of the most effective is retail marketing. This strategy groups together actions that aim to improve customer experiences in order to make the sale.
What Is Retail Marketing?
Retail marketing is a strategy that seeks to turn the purchase of a product into an experience for the customer. In this type of in-store marketing strategy, the senses play a fundamental role, so it is common to play with touch, sight, smell or hearing to transmit a pleasant and comfortable sensation that leads the customer to buy.
All this means that the layout of the store, the way in which a product is displayed and exhibited, the smell of the place or the music in the background, as well as customer service and payment processes, are factors that influence the purchase decision, so they are studied and chosen with great care to make it happen.
Why Implement Retail Marketing in Your Store
In physical stores, the customer is given the opportunity to see and try a product, so the way it is presented is fundamental to make it more or less attractive in the eyes of the consumer. This means that aspects such as lighting, layout, smell and music can make customers feel more or less comfortable.
It should also be noted that the more pleasant the store is and the more attractive the presentation of the products, the more visitors it will receive, which leads to an increase in sales. Moreover, the more comfortable the customer feels in the store, the more likely it is that they will return and become a brand ambassador, a person who speaks well of it and recommends it.
Examples of Retail Marketing
There are many sectors that use retail marketing to generate more sales. In clothing stores, for example, the way in which a store window is decorated and the regularity with which it changes is not a coincidence, nor is the layout, colors, objects, and materials. It is also very common to play with music and smells, as in the case of Stradivarius, whose stores have a very characteristic and easily recognizable smell.
Food stores also follow a very tried and true retail marketing strategy. For example, fruits and vegetables are at the entrance, as well as moistened to convey freshness. The products that are most interesting to sell are also placed at eye level. And, as is done in other stores, the use of music is a key factor in making customers stay longer.