What is Retail Marketing? Benefits, Types, Strategies

Updated Jan 21, 2024.

Have you found the whole process of growing your retail business frustrating and challenging? Do you need help making your retail store more visible to your potential customers?

Most business owners encounter different challenges at every phase of their business. The simple solution is to take the retail marketing process seriously.

In this article, we will dive deep into what retail marketing entails and the best ways you can reach your target customer.

Let’s get started.

What Is Retail Marketing?

Retail marketing refers to all the processes involved in getting prospective customers to purchase your goods or services. They include offering in-store promotions, organizing loyalty programs, and retail advertising through social media channels.

The main goal of retail marketing is to generate sales by using successful techniques to promote your products. Retail marketing involves earning your customers' loyalty and turning each one of them into a repeat customer.

Retail e-commerce sales Worldwide
Source: Statista

Importance Of Retail Marketing

Every business owner wants to drive sales to your retail store. Since retail marketing is the vehicle through which you attract sales, that makes it pretty important.

1. Generates Revenues

The goal of every retail store is to generate revenue. However, many retail stores can only generate low revenue.

Retail marketing can help you attract customers and drive sales to your stores by increasing the value of your products. This marketing technique helps your new customers see how valuable your product or service is and why it is worth the price.

Using a good retail marketing strategy reduces the chances of your customers feeling any regret after buying your product. Retail marketing improves customer loyalty, leading to more sales and revenues.

Retail marketing strategies can help generate more revenues for your retail business. They include offline marketing, digital advertising through multiple channels, SMS marketing, and having attractive in-store displays for a brick-and-mortar store.

The Most Valuable Retail Brands in the world
Source: Statista

2. Improved Products or Services

You own an online or a physical store and want to sell products that people love to drive sales. Retail marketing is understanding your target audience, knowing what they love, and how and why they buy things.

This understanding stems from collecting customer data like what products customers are buying and what they are looking for in a product.

In the retail industry, many retailers and manufacturers benefit from this information. They are all working together to boost the shopping experience for customers.

The improved products make customers complete their purchases because your online store is like a wonderland where they can find all their favorite things.

3. Excellent Branding

Excellent branding is the secret ingredient to make your retail store stand out. Branding statistics show that consistent branding can increase revenue by 20%.

Retail marketing gives your online and physical stores a consistent but calm appearance. This online marketing strategy will increase sales.

People love Superman for his consistent looks and abilities, so make sure your brand looks the same online and locally. This consistency helps build brand loyalty among local customers and your target audience.

Excellent Branding
Source: Oberlo

Types Of Retail Marketing

1. In-Store Marketing

In-store marketing is one of the several types of retail marketing. It involves making your physical store a fun and inviting place that attracts customers who leave buying your products at the point of sale.

When it comes to in-store marketing, you're indirectly saying, “Hey, come on in and shop while also having a great time!” Picture your physical store as an ample adventure land, and in-store marketing is your way of making it exciting for your customers.

In-store marketing is all about making your customers feel cozy and happy while showing them your unique products.

Your main goal is to ensure your target customers, whether online retailers or locals have a great time in your retail space. In-store marketing focuses on engaging customers during their shopping journey.

Here is a list of activities included in in-store marketing,

  • Free Samples: Give out free samples of your brand-new products. This freebie allows your customers to experience the quality directly.
  • Sales Promotions: Doing this inside your store encourages customers to step in and explore. Sales promotions motivate customers to make the most of the special deals available.
  • Organizing fun events: Hosting events like auctions is an excellent chance to show how unique your products are. Events like these bring positive energy to your store.
  • Suggestion Box: Having a suggestion box helps in letting your customers share their thoughts and ideas, making them a part of the adventure.
  • Retail Displays: You can use displays to show off your beautiful products or discounts. Your goal is to make your store visually appealing and inviting.

In-store marketing is an in-the-moment kind of marketing. Your target customers enjoy every moment and are excited about the products they see in your retail store.

2. Digital Retail Marketing

Digital retail marketing is like throwing a big party online and inviting everyone to join the fun. This marketing strategy involves making your store the talk of an online base.

You can reach out to your existing customers and your target market through digital retail marketing.

Digital retail marketing involves making your store the most incredible spot on the internet so that everyone is attracted to your online store. “Come on in; the digital party is happening right here, and we have got amazing products you can check out!”

In the same way, you choose which friends you would like to attend your party. You can pick online places to tell people about your store in digital retail marketing.

Here is a list of digital retail marketing mediums you can try.

  • Online Store (Website): There are several benefits to having a website for your store. Even if it is a brick-and-mortar store, you can use an excellent website to show everyone what your store is about.
  • Social Media: A handy tool in retail marketing due to its vast audience of over four billion. Social media is where almost everyone hangs out. Social media marketing is like putting up posters about your fantastic party (store) for everyone to see.
  • Text Messages (SMS): Most people ignore sending text messages, but it is very effective. By sending personalized offers, you are keeping them in the loop.
  • Email Marketing: This retail marketing strategy involves sending weekly or monthly email newsletters to individuals who subscribed earlier.

3. Traditional Marketing

Traditional Marketing, also known as non-store-based retail marketing, is spreading the word about your store without relying only on your physical shop.

In traditional marketing, you aim to create a buzz about your store all around town. Your store location is essential, so ensure everyone knows about your store and its current location. You can hand out marketing materials like flyers and brochures at events.

Digital Marketing Tops
Source: Market Maven

Successful retail marketing includes collaborating with local businesses by forming partnerships that benefit both parties.

While store-based retail marketing focuses on physical spaces, traditional retail marketing enhances overall retail operations. Traditional retail marketing is about creating a seamless customer experience when they enter your physical store.

You can do this through these means.

  • Direct Mail (Sending Cool Letters): Try sending letters to people's mailboxes with catalogs and info about your store.
  • Posters (Big Signs): Put up big signs around town announcing discounts or special deals.
  • TV Ads (Mini-Movies on TV): Think of creating mini-movies on local TV to tell everyone about your store.

Retail Marketing Mix: The Six Ps

Many retailers believe that marketing is just about selling stuff. However, it's like the secret sauce in your favorite burger. It's more than just the patty.

Retail marketing is knowing what people want, showing them your unique products, and getting them to visit your store or website.

In the same way that building a house requires a blueprint, your retail business needs a business plan. If you do it right, your store will thrive, but if you don't, it will struggle.

Passion for selling sneakers is one thing, making your store a place people love is another. With the right retail marketing mix, your shop becomes the go-to spot for awesome sneakers; everyone will want a pair!

E. Jerome McCarthy created the four Ps in the 1960s. They are the four essential things to focus on when selling something: product, price, place, and promotion.

The Six Ps, an extension of the four Ps of marketing, is a solid model for creating marketing strategies that can attract your target audience.

6ps of Marketing
Source: SketchBubble

1. Product in Retail Marketing

A product is simply any service or item you exchange in a business transaction to meet your customer's needs. For instance, the smartphones you have in your retail store for customers in need of phones are products.

According to retail Marketers, there are three product categories.

  • Core Products: The main things you always have in your shop. For example, if your shop is all about smartphones, these regular models are always there. As customers learn to depend on your store for these core products, you establish trust and loyalty.
  • Line Extensions: Now, imagine offering different versions of those regular smartphones. Most people like the latest model, some prefer a smaller one, and some like the ones with extra features.
  • Related Products: They are products that go perfectly with those smartphones like phone cases, chargers, and headphones.

2. Pricing in Retail Marketing

A price is the value you assign to each product you sell. You can decide the price by looking at how much it costs you to make it and the other expenses involved. The price of your products should cover all your costs and leave room for profit.

Here are factors that can influence pricing.

  • Cost of Doing Business: The total cost of making and selling your product. If your retail store sells handmade soap, it includes the cost of ingredients, labor, and packaging.
  • Pricing Strategy: All pricing strategies aim to generate more sales than usual. You can do this by selling some of your soaps or having a special price for a limited time.
  • Competitive Issues: Consider what other soap sellers around you are charging. If everyone else is selling their soaps for a specific price, you should stay competitive with your pricing.
  • Product Lifecycle: Your soap might become super popular, or there might be a new trend in soap scents. Make your prices flexible enough to change based on how well your soap is doing in the market.
  • Everyday Pricing Programs: This is like having a regular price for your soap daily. Customers know what to expect, helping to provide stability and retain customers.
  • Individual Pricing Plans: Let's say you have different types of soaps. Instead of using a standard pricing strategy, you should have a unique price for every kind.

Recognizing the individual value of every soap ensures that each one you sell contributes to your overall earnings.

3. Placement in Retail Marketing

Placement is choosing where and how you sell your stuff and setting it up to catch people's attention. This retail marketing P is not just about where you sell but making sure your products are seen.

For instance, placing high-demand products at eye level or in high-traffic areas increases the chances of customers seeing them and making a purchase.

Here are factors that may influence placement.

  • Physical Location: This involves choosing the ideal spot for your business. Think about parking, passerby traffic, signs, and proximity to other stands. It is finding the right stage for your business performance.
  • Inside Your Store: How you organize your products inside your store is essential when deciding on placement.
  • Digital Placement: Nowadays, many online stores make them easier to find. Your website or app is your virtual store.

4. Promotion in Retail Marketing

Promotion lets people know what you offer and convinces them to buy. It involves using online and offline tools to create awareness for your brand. Highlight unique features of your products to add depth to your customer's understanding.

Here are factors that can influence promotion.

  • Email Marketing: This promotion type includes sending newsletters or updates to customers using their email addresses.
  • Referral Programs: Hosting such programs can make customers recommend your store to their friends in exchange for certain rewards.
  • Social Ads: These are digital posters designed to attract attention on social platforms like Facebook and Instagram.

5. People in Retail Marketing

In retail marketing, people are the friendly faces you encounter in a store. They are not just customers but also the workers in your retail store. These workers guide your customers from when they step in until they purchase a product.

Why are people Important? Having friendly and helpful workers can help you retain customers. On the contrary, if the people there are friendly and helpful, it might encourage your customers to return.

The atmosphere in your retail store is very important, it determines how long a customer will stay to shop. Your workers and the vibe they give can create a cozy environment for your customers. Hence, hiring the right team is essential.

6. Presentation in Retail Market

The presentation includes how you package your product and communicate with customers. No matter how great your product is, how you show it off decides if people will keep buying it.

Here are the factors that influence the presentation.

  • Packaging: Good packaging is like a spotlight for your product among the competition on the shelves. It is what makes people notice and consider buying your item over others.
  • Branding: A good brand creates a favorable impression. Branding becomes a driving force that attracts customers and contributes to the success of your store.

Retail Marketing Strategies

A retail marketing strategy is simply all you do to get customers, sell your products, and keep people interested in your retail store.

These retail strategies aim to make your store stand out, make people remember your brand, turn them into loyal customers, and, ultimately, grow your retail business.

You need to identify your target customers and what they like to accomplish your business objectives like earning a profit and increasing market share.

The key is finding out what excites people about your products and using the best strategies to get their attention. These strategies are the secret sauce that helps your business thrive.

Here are five retail marketing strategies to implement.

1. Organize Your Displays for Success

Organizing the displays in your store is similar to decorating your home for special guests. Doing the same in your store will grab people's attention and excite customers about purchasing.

Consider the colors, the music playing in the background, and even the pleasant scents in the air. When you keep everything tidy and well-organized, it not only creates a nice atmosphere but increases the chances of customers buying from you.

2. Optimize Your Store without Overspending

You don't have to spend a fortune to make your store space unique. Optimizing your store on a budget involves thoughtful planning and adjustments. The trick here is creating a comfortable environment, which can encourage customers to spend more.

So add some appealing music, maintain good lighting, and make enough room for your customers to navigate freely. These straightforward steps allow you to thrive in your retail business without burning a hole in your pocket.

3. Boost Your Business Online

Establishing an online presence involves actively engaging and showcasing your business through your store website or social platforms.

Doing this opens up new opportunities to boost sales, particularly for customers who cannot visit your brick-and-mortar store during regular hours.

The key here is interacting with your customers online, which can help keep your business at the forefront of their minds. As you constantly communicate with them, your products or services will be their top choice whenever they are ready to purchase a product.

Having an excellent online presence is like having a twenty-four-hour storefront that caters to a broader audience, making your business more accessible and memorable.

4. SEO Optimization

Using Search Engine Optimization (SEO) is turning the spotlight on your retail business. You can use the location data to target individuals in your area. This strategy will significantly increase the number of people visiting your store and checking out your online presence.

SEO statistics show that 90% of internet users will purchase the item within a week after the local search.

SEO Optimization
Source: 99Firms

5. Partnering With Influencers on Social Media Platforms

Establish connections with influencers to enhance your marketing efforts. Doing this involves collaborating with well-known individuals who can effectively showcase your products or services to their audience.

Influencer marketing statistics show that 92% of consumers trust influencer recommendations while 70% of consumers have been influenced by an influencer.

Teaming up with the right influencer is a chance to build long-lasting partnerships and create campaigns that truly connect with your target audience.

When choosing influencers, don't just focus on the number of followers they have; consider other factors like their principles and their demographics.

Partnering With Influencers on Social Media Platforms
Source: Statista

Examples Of Successful Retail Marketing

Retail marketing is one of the most effective ways to increase sales, penetrate new market territories, and solidify existing customer relationships. Several marketing strategies can yield positive results when properly used.

Here are examples of successful retail marketing you can draw inspiration from.

1. The Garmin Strategy

Search engine optimization generates traffic to your online store or website through searches made on search engines.

As a GPS navigation and wearable technology company, Garmin employs a robust SEO strategy to boost its visibility on search engines. This company drives more customers to its website by increasing its visibility.

The Garmin Strategy
Source: Garmin

2. The Coach Strategy

You can lure customers to your store by posting engaging content and terrific products on social media platforms. You can post these beautiful images with an appropriate link to direct users to your website.

By doing this, you can quickly generate traffic and get sales. Coach uses this strategy to generate leads and improve sales.

The Coach Strategy
Source: Coach

3. The PetSmart Strategy

Email marketing is a strategy that helps in generating a very high ROI. According to email marketing statistics, for every dollar spent on email marketing, an organization receives US$ 44 in return. Dedicating more time to crafting email copies can help you get more leads.

PetSmart uses this strategy by sending newsletters to their customers' email addresses. This strategy builds loyalty and keeps customers interested in their business.

The PetSmart Strategy
Source: PetSmart

4. The Amazon Strategy

Personalization can help Increase your customers' satisfaction, thus leading to them making more purchases.

Amazon, for instance, shows relevant products based on their consumer's purchase history. By suggesting items on similar topics, customers are more likely to buy.

The Amazon Strategy
Source: Amazon

5. The Disney Strategy

Disney uses the omnichannel approach to get very effective results. This popular brand targets its audience using multiple channels. Disney has a website, a social media presence, and a streaming platform.

Customers can access their products and services across multiple platforms, making their purchase journey much more effortless.

The Disney Strategy
Source: Disney

“Change is constant” is one of the most accepted statements in every industry, and the retail sector is no exception. In retail marketing, you must be current with the ongoing trends to ensure that profits, which is your business's primary purpose, are achievable.

Here are the current trends of retail marketing campaigns and how you can adequately harness them for success.

1. Online Marketing

The first trend in retail marketing is online marketing. Retail marketers nowadays have a proper grip on online websites and social media platforms. You can constantly use them to connect with your customers through daily posts, campaigns, and advertisements.

Online marketing increases your reach and can help ensure customer-based growth and retention.

2. SMS Marketing

SMS marketing is more direct than online platforms and you can use it to deliver customer messages. Sending these messages directly to your customers helps them build a personal connection with your brand.

Businesses use in-store promotions to encourage shoppers to patronize their business. They do this by offering incentives for a certain threshold of purchases.

You can explore other methods to promote your customers' shopping experience, including interactive displays and personalized experiences. These retail marketing campaigns revolve around creating customer experiences, not just promotions.

SMS Marketing VS Email Marketing
Source: Textedly

3. Omnichannel Marketing

Omnichannel marketing gives your customers a smooth shopping experience, whether it is an online or offline store. This marketing technique is all about having a plan that works well everywhere.

For instance, customers can easily continue shopping on their phones when they cannot shop physically. To make this happen, organize different teams in your company, like those handling products, sales, and customer support.

These teams all need to work together so customers can have a seamless experience no matter where or how they decide to shop.

4. Social Media Ads

If you're using social media to talk to customers or show off new stuff, consider using ads to reach even more people. Social media platforms make targeting specific groups who like your products or services easy.

Social Media Ads
Source: Statista

5. Shopping Ads

Some stores use shopping ads to tell people about what they sell online or in stores. These ads show product details like pictures and prices to attract interested shoppers.

When you set up these ads, focus on your best-selling items, use good pictures, and mention any special deals or positive reviews.

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Martin Luenendonk

Editor at FounderJar

Martin loves entrepreneurship and has helped dozens of entrepreneurs by validating the business idea, finding scalable customer acquisition channels, and building a data-driven organization. During his time working in investment banking, tech startups, and industry-leading companies he gained extensive knowledge in using different software tools to optimize business processes.

This insights and his love for researching SaaS products enables him to provide in-depth, fact-based software reviews to enable software buyers make better decisions.