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May 20, 2014 by RBDenterprise Leave a Comment Have you been brainstorming for new retail marketing ideas?
July 7, 2011 by RBDenterprise 2 Comments Retail marketing often involves using visual media in windows, also know as visual merchandising.
When you are running a retail consumer electronics store (or any kind of retail store for that matter), doing your window displays can just seem like one more hassle in a day already filled with chores. When most consumers think of retail window displays, the Macy’s Christmas Windows come to mind.
Many of our customers have their window displays sent out by corporate and they just have to pop them into the window.
Displaying Your Products – Once you have the display surface figured out, you need to consider whether you will have your products showing their function (TVs turned on) or will have the items simply displayed.
Signage – Sale, Sale, Sale!  Everyone likes a sale, but do you want to be continually reducing profit margins in order to make sales? With all this to consider, retail marketing and window displays are becoming more important every day.
Retail marketing isn’t immune to current events so why not use them to market your technology products? Here are some of our favorite window display tips and tricks as well as some great resources for inspiration! BUT, if you think about it as a TRUE way to generate sales and bring more customers in the door, you may take a second or third look instead of just throwing it together! There have been hundreds of articles and even documentaries filmed about the time, energy and craftsmanship that go into producing these iconic windows. If you get just one of these wrong, it can throw off the look of the entire display and reduce the number of customers who are compelled to enter your store. There are considerations with each option, showing the product in action could drive more sales, BUT a window full of competing items could distract shoppers and cause them to go elsewhere.
There are many other reasons to put signage in your window including new products, seasonal offerings, special buys, limited run items and the like. They switched over from paper displays to using iPads as interactive in-store product kiosks which provide product stats, pricing and links for help and more information. If you are an enterprise customer and would like to find out more about our Store Opening, Design and Project Management Services , give us a call today (866) 869-6975!
We know that most of your window displays will not require that level of commitment, but with a few tweeks and a couple of tips, we may be able to help you sell more products! You may want to take a peek anyways as it is always important to pick up merchandising tips which could be used throughout your store! When choosing window display lighting make sure it ENHANCES the look of the window instead of making jarring contrasts and strange shadows. This is a fine line to walk and simply requires that you set up your display with everything on and then turn things off until YOU are not overwhelmed with all of the options and sparkly lights. If you start looking for additional signage ideas, you will start to notice that there are many different marketing opportunities OTHER than sale signs. If you are not Apple with access to cheap POS tablets or laptops, an easy way to accomplish this same thing is to utilize in-store QR Codes which allow smart phone users to pull up this same information from online sources. The customer should have distinct expectations from the store when he walks into it which should be different from the expectations that he has when he walks into another store.

For some products, his choice of brand may be very clear, and a salesperson’s attempt to help him would only irritate him.But for some other products, the same customer would solicit help of salespersons in making a choice among brands and would welcome a salesperson’s attempt to influence his purchase. For some purchases, the customer would like his favourite brand to be placed prominently on the shelf.But when he does not have a clear brand choice, he would not mind some clutter on the shelves because he wants all the brands to be available. Most customers would prefer to be allowed to pay their bills as early as possible but on some occasions they would be more tolerant of delays than on others.Customers would be finicky about delays in making payments when they are rushing home after office but they would be more relaxed during their weekend shopping trips.
A store may be famous for being very prompt in stocking the latest or the most fashionable product. Another may be known for stocking all possible variety in a category and yet another may be famous for stocking the most premium brands.A store would become too unwieldy if it tries to have too many different types of assortments. A store which stocks the latest products in a category will also be able to stock the most premium brands of the category but the attention of the company will be divided and it will be difficult to handle relationships with diverse suppliers whose business philosophies are different. Such a strategy will also send conflicting signals to customers as to what the store really stocks well.2. Location of the retail store: For some products like groceries, consumers do not like to go to a far away store. A retailer has to decide whether it will be a standalone store in a city, or will it open stores to cover a designated area like a city, state or country. A retailer may decide to open one store in each city.The retailer has to buy from distributors to replenish its stocks. Or it decides to open as many stores as a city can sustain, and moves to another city and again opens as many stores as that city can sustain.
It opens a distribution centre in each city.The distribution centre receives supplies for all the stores in the city in a single truck from each supplier.
The retailer buys from the manufacturer directly, and does not have to buy from distributors.A retailer’s choice of a city depends upon factors like its congruence with its chosen target market, the level of disposable income, the availability of suitable sites and level of competition. A retailer’s choice of a particular site in a city depends on level of existing traffic passing the site, parking facilities, presence of competitors and possible opportunities to form new retailing centres with other outlets. When two or more non-competing retailers agree to site outlets together, the retailing centre can draw more customers than what each individual store would have been able to do.More than proximity to customers, the location of a store is important in terms of how often the target customers are likely to visit the site as they live their lives. The lifestyle of the target customers, and the goods and services that they buy will decide whether they will visit the site or not, and how often.Being in the place which the customer will visit in pursuance of his lifestyle will ensure that the customer will walk into the store.
This aspect is important because customers are combining purchases of different genre of goods and combining purchases of goods and pursuance of entertainment.3.
Product assortment and services: A retailer has to decide on the breadth of its product assortment, and also its depth. A retailer may have a broad product assortment, but within each product line, it can stock a shallow product range.
Or it can have a narrow product assortment, but within each product line, it can stock a deep product range.Therefore, a retailer’s choice of product assortment ranges from stocking one deep product line to stocking a broad range of products including toys, cosmetics, jewellery, clothes, electrical goods and household accessories.
A retailer begins with one or limited product lines and gradually broadens product assortment to be able to sell more products to customers who come to its store.Petrol stations start out as fuel providers, and expand by adding provision stores or food outlets to maximize the revenue that can be obtained from the customer.
Some stations on the highway may also add a Cineplex to make their retail outlet a one-stop entertainment and utility centre for the customer.By expanding its product assortment, a retailer reduces price sensitivity of customers because a traveller stops at a petrol station as he can buy an assortment of products, and not because its fuel cost is low. A retailer’s decision of the product assortment that he will stock will depend on its positioning strategy, the expectation that its customers have come to have of it, and also on the profitability of product lines that it carries.It may be prompted to drop slow moving unprofitable lines unless they are necessary to conform with the range of products expected by its customers. A retailer also has to decide whether it will sell only manufacturer brands, or it will have its own label or store brands.

Most manufacturers may sell own label brands products to compliment manufacturer brands.Retailers need to consider the nature and degree of customer service. Degree of service can vary from customers being expected to search for their items to elaborate displays and suggestions from sales personnel. For instance, a cosmetics store can employ its personnel as grooming advisors to help a customer choose relevant products from the store.4. Price:A retailer may choose to compete purely on price, but price can be a differential advantage only when a retailer has immense buying power, and has been able to control cost. A retailer may favour everyday low prices rather than higher prices supplemented by price discounts.Such a retailer is patronized by customers who prefer predictable low prices rather than occasional price discounts. A retailer may sell no-frill products, which are basic commodities such as bread and soft drinks that are sold in rudimentary packaging at low prices. It appeals to the price conscious shopper who wants standard products at low prices.Some retail items may be priced very competitively to generate more demand for other items.
Such products may often be sold below cost and are called ‘loss leader’.The idea is that the customers get attracted to the low price of the ‘loss leader’ and walk in the store to buy the item but may end up buying many more items.
Promotion: Retail promotion includes advertising, public relations, publicity and sales promotion. Retailers design ads, stage special events and develop promotions aimed at their markets.A store’s opening is a carefully orchestrated blend of advertising, merchandising, goodwill and glitter.
All the elements of an opening—press coverage, special events, media advertising and store displays—are carefully planned.Retail advertising is carried out at the local level, although retail chains can advertise nationally. Local advertising by retailers provides specific information about their stores, such as location, merchandise, hours, prices and special sales. In contrast, national retail advertising generally focuses on image.A popular retail advertising practice is cooperative advertising.
Under cooperative advertising, manufacturers pay retailers to feature their products in store mailers or the manufacturer develops a TV or print ad campaign and includes the name of the retailers carrying the product at the end.Many retailers are avoiding media advertising in favour of direct-mail or frequent shopper programmes. The frequent shopper programmes offer perks ranging from gift certificates to special sales for most frequent shoppers.
Direct-mail and catalogue programmes may be a cost effective method of increasing store loyalty and spending by core customers.6. A retailer works on both exterior and interior designs to create an appropriate store atmosphere. The store atmosphere should prompt target customers to visit the store and stimulate them to buy once they are in the store.External designs include architectural design, signs, window display and use of colour that create identity for a retailer.
For instance, a kids’ store is usually bright, vibrant (may be in the shape of Mickey Mouse) and colourful to attract the child and make him want to buy things in the store.Such a store should generally have lots of space for the child to move around and explore his world. Interior design like store lighting, fixtures and fittings as well as layout, affect store atmosphere.If a store has narrow aisles, it appears congested and unclean, the customers may not like to spend too much time in such an environment. A poorly lit store is uninviting.Colour, sound and smell affect mood of customers, and customers stay longer in stores which are colourful, plays good music and smells good. People attribute different meanings to different colours, and a retailer uses colours to create the desired atmosphere in the store.

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