What kind of retail marketing tactics are customers responding to?
With the prevalence of new technologies emerging almost daily, retailers have been provided with new channels for marketing and communicating with customers to drive sales. This doesn't mean that businesses are completely throwing out their more traditional strategies, such as direct mailings, catalogs and asking shoppers to fill out feedback forms. But companies are employing both digital and non-digital methods for interacting with target audiences. Some of these approaches are providing more positive results for brands, and surprisingly, the more traditional methods seem to still be working.
Consumers influenced by variety of methods
Although people are increasingly using technology like smartphones and tablets for daily tasks, many are still receptive to traditional promotional campaigns such as direct mailings. But new channels such as social media and mobile are also giving merchants results, both in-stores and online.
Marketing Profs reports that research from Baynote and the e-tailing group found that many consumers look up reviews online when considering buying from brands. These opinions and insights from previous and existing customers strongly influence potential shoppers' purchasing decisions. Email promotions are another tactic that bring in results for retailers' marketing efforts. Messages that contain relevant content such as products similar to past purchases and discounts for future items can drive sales.
On the other hand, paper catalogs featuring retail merchandise are also still effective, as many consumers like receiving these materials in the mail. The news source reports that this promotional approach doesn't seem to be diminishing in popularity, so for merchants looking to further boost sales, this could be an efficient strategy.
Make use of mobile marketing
Despite the ongoing relevance of traditional methods such as catalogs, consumers still like digital tactics for retail marketing. Mobile is one channel that is fast becoming a preferred technology among shoppers. Many companies have adopted solutions, such as mobile POS systems, that accommodate customers who like to browse for and purchase products through smartphones and tablets. However, businesses may also want to consider sending out promotional elements through the devices.
Fourth Source writes that consumers are becoming more confident in buying items through mobile, as concerns over security and identity theft have decreased over the past few years. The source explains that the convenience and fast transaction times of mobile purchases are what is driving sales made with devices. Therefore, retailers should look at sending out promotions such as discounts, deals and offering to shoppers' smartphones and tablets to increase retention and satisfaction.
