Marketing coaches Ronnie Harris and Jon Rogers have been advising clients in the retail sector for many years. Now, they see the challenges facing retailers with the recent shift in consumer purchasing habits. This change means that the High Street is required to adapt its offerings, a marketing shift that Jon and Ronnie call hybrid retailing; a simple idea with a wide remit of creative potential, where the shopping experience needs to be just that, 'experiential'.
You may have noticed over the Christmas period many retailers go that extra distance to maximise the potential of the increased footfall the
season traditionally brings with it. Many retailers use an experiential shopping experience, which is something we suggest should be used throughout the year, in terms of increasing footfall and shopping conversion rates, through added value retail experiences.
During the festive period this response is more reactionery in an attempt to increase conversions of purchases, driven by the naturally increasefootfall of the season. But what about the rest of the year? Isn't it time to embrace different ways to engage with your customers and clients all year round? By providing a retail experience throughout the year, you will be creating a destination for shoppers, which will increase footfall, rather than simply attempting to increase conversion rates of buyers through existing footfall levels.
This isn't only relevant to retailers, it's relevant to all businesses – big or small. Jumping on the Black Friday or Valentine's Day bandwagon is the obvious thing to do. We're certainly not saying don't do it. Maximising peak seasons to promote your offering makes good business sense.
Times have changed, but have we?
Know where your customers hang out. Make sure your presence is visible to your audience and engage with them. Don't be afraid to show the human side of the business.
How's your brand looking? Is it ready for a refresh? Often with a brand refresh comes new and innovative ideas that will keep your customers coming back for more.
It's an exciting time to be in business right now and the creative process of change should be something that really excites you, it does for us. There are so many options you can employ to engage new clients and to retain the interest of your current client base.
Give it a go. You will enjoy the experience.