Bounce back from 2020 with a retail marketing strategy designed for the future. 

Here’s the deal, we’re just as fed up as you with the “online retail is the future” advice, even if it is true, so we put our heads together and came up with 3 ways you can bring your retail marketing strategy into the future, whether you’re online or not.

However and whatever you sell, marketing matters and with the average cost for a retail lead now $34 and growing¹, a holistic, consumer led approach is the best way to make sure that investment is paying off. Sounds great so let’s take a look at what that looks like in action.

1) Focus your marketing on storytelling.

There’s a reason you don’t see the biggest brands in the world simply waving their products or services about in ads. John Lewis took this to the next level when they upped their Christmas ads game but wherever you look, the most successful brands aren’t waving their products or services at you, they’re telling a story – and it’s working.

Whether you create beautiful shorts, tell the story behind your brand, build a narrative around a specific product or make your customers feel seen, storytelling is powerful. Our brains are also 22 times more likely to remember stories than facts and if that doesn’t convince you to embrace this particular marketing technique, I don’t know what will!

2) Create visuals that build on your story.

We’re talking more than photos and videos here – every aspect of your story needs to be presented in a visual way. As much as the stats might not be memorable, they’re usually pretty important so weaving them into your story and presenting the data in a visual way is key.

3D map of Central London's retail district showing rental cost as a heatmap.Get the best video production team and photographers possible to ensure things like colour palette, background and lighting come together to enhance your message but also get creative with the way you include facts and figures. We love a sexy graph as much as the next nerd but there are better ways to present data to make a point.

Follow us on LinkedIn for more ideas to make your data visual.

3) Step beyond reality

To go the extra mile and future proof your retail marketing strategy, start using VR, AR or CGIs to move your stories into a world where anything is possible. If you want to make the point that your latest offering can send your customers into the stratosphere then why should your marketing be limited by gravity, physics or the human body?

Let’s be real though, right now reality-defying also includes walking into a store and seeing other people so simply having a virtual environment for your consumers to visit that ties into your marketing efforts is a down to earth way to keep the 84% of consumers who think retailers should be doing more to integrate their online and offline channels² happy.

When you can open your doors for real again, keep that statistic in mind. Consider bringing your marketing into your bricks and mortar and bringing the feel of your store into your social media and other marketing materials.

Achievement unlocked: bouncebackability.

If that wasn’t enough for you, check out the advice our clients had for surviving a pandemic but don’t forget that implementation is what matters. When you’re ready to start actioning a future proof retail marketing strategy, make sure you give us a call for the best visuals in the business.

Stay safe and keep selling,
Patrick Lambert

Patrick Lambert WalkTrue
Director

 

 

 

 

 

 

¹Integrated Marketing Association.

² RetailNext.