TIPS FOR DRIVING FOOTFALL
Here are some basics to attract new customers:
1 CUSTOMERS. Be clear on your target customers. In terms of your particular product offering, who and where are they, what are their buying motivations, preferences and expectations? Don’t waste effort or money focusing on people that would never buy from you. What is the best channel for communicating with them?
2 WINDOWS. Exterior facade, shop front and windows have always been important for retailers. When did you last go outside and look in with a customer’s eyes? What messages do your windows convey? How often do you change them?
3 MESSAGING. Plan your content and your core messages. This should start with what you want to say. We are living in an age where customers are bombarded with ads at every turn and at every swipe. What can make your ad stand out from the noise?
4 MEDIA CAMPAIGN. Plan a media campaign with a calendar and a budget. Mindful of your customers, consider a mix of communications channels. And it’s not just about digital. Traditional press, radio, TV or leaflet drops might still be appropriate.
5 WEBSITE. A professionally designed website is your digital window to your business. Even if you don’t sell online, a regularly updated website should represent your business. Consult an agency and get advice about how to best invest in digital ads and rankings.
6 PR. Consider PR activity. With a well-crafted hook and message, you may be able to ‘earn’ free exposure in various media channels.
7 INFLUENCERS. Bloggers can be very influential. Find the ones that are relevant to you and your business and consider making a connection with them.
8 EVENTS. Brainstorm reasons for customers to come and participate or attend some in-store event. It might be a cooking demonstration, a tasting, a book signing, an educational class, a fun activity or competition.
9 PROMOTIONS, NOT DISCOUNTS. Promotional activity, such as a launch of a new range, or a pop-up store, or a celebrity endorsement can encourage visitors over a period of time.
Don’t let your default footfall driver be a ‘sale’ or ‘discounting’. That should be a last resort.
Don’t underestimate your ability to attract customers with the other initiatives suggested here.
DON’T FORGET…
Attracting new customers is one very important aspect of driving footfall. All of the ideas listed here are being used every day by the most successful retailers in the world. But that’s not all.
Remember too that driving repeat custom is also important. The key strategy for repeat custom is to ensure your customers have a great experience when they do indeed enter your store. (I’ll cover that in more detail over the next two weeks).
Your ambition should be threefold. Get customers to buy from you today, come back again, and recommend you to their friends. And that starts with your own mindset.