Retail Marketing: Strategies and Examples

Congratulations, launching your retail store is a huge achievement! You’ve got a lot on your plate, from picking the right products to finding a cool space to rent and hiring the perfect team. It takes a ton of time and effort to get everything up and running. Now that your store is open (or about to be), it’s time to shout about your brand from the rooftops and start doing some retail marketing.

Retail marketing is all about getting people excited about your products and boosting those in-store sales. If you can’t get the word out, your store might struggle to thrive.

With nearly 20% of small businesses failing in their first year, it’s really important to market effectively and drive sales. This guide will show you how to do just that.

What is retail marketing?

Retail marketing is essentially how businesses promote themselves in the retail industry, often referred to as retail advertising. These days, it can involve a mix of strategies—everything from organic content creation and digital marketing tactics (like blog posts and engaging social media content) to paid ads (you know, those pop-ups you see everywhere). You can mix it up! Retail marketing covers both in-person and online strategies, whether you’re running fun giveaways on social media, launching targeted promotions, or putting up a snazzy sign outside your brick-and-mortar store to highlight special deals.

Many businesses find that using a combination of different retail marketing strategies (also known as a "marketing mix") helps them reach more potential customers and increase sales. We'll get into what this marketing mix entails in our next section.

Retail marketing mix: The Six Ps

When crafting a successful retail marketing plan, it’s important to consider the six Ps of retail marketing. Now, you may have heard of the 4Ps of retail marketing, but we think adding a couple more Ps can really elevate your game. These include:

Product

The product is any item or service that customers want or need. Retailers break it down into three categories:

• Core: The main products you always have in stock.
• Line extensions: Variations of your core product (like different styles or colors).
• Related products: Items that complement the core product or enhance its use.

For instance, if you're selling blue jeans, the line extensions would be different fits (baggy, slim, skinny), while belts, shoes, and shirts would be the related products.

Price

Price is what you charge for your product. It’s influenced by your costs, promotional plans, and the product's life cycle. Your pricing strategy needs to align with your target market and competition to be effective.

Place

Place refers to where customers can find and purchase your products. This could be a stand-alone store downtown or a mall. Key factors to consider include:

• Parking availability
• Public transport access
• Signage
• Competitor locations
• Visual merchandising

Promotion

Promotion is all about how you connect with customers. Every retailer needs a solid promotional plan to boost awareness, draw in foot traffic, and increase conversion rates. Common promotional tactics include:

• Social media ads
• Direct mail
• Referral programs
• Loyalty cards
• Email marketing

Your staff also plays a big role in promotions, as they interact with customers and can highlight the latest deals or upsell specific products.

People

Your floor staff are the face of your retail store. They interact with customers from the moment they walk in until the final sale. To succeed, it’s crucial to train your employees well and ensure you have trustworthy team members on board.

Presentation

Presentation is how your product is perceived by customers. Everything from packaging to customer communication impacts whether your target audience will keep coming back to buy.

6 retail marketing strategies for complete beginners

Now let's get onto the different types of retail marketing you can do. Here are some easy-to-follow tips for those just starting out!

Make your storefront pop

You’ve probably heard the saying that you first eat with your eyes, and it totally applies to retail, too. Before customers even think about heading to checkout, your storefront (AKA your curb appeal) needs to pull them in. This is all about how your shop looks and feels from the street, covering everything from parking to landscaping. Here are some great ways to amp up your curb appeal:

• Install eye-catching signage: Believe it or not, 60% of businesses say that freshening up their signs led to an average sales bump of 10%. Your signs are like a handshake from the street, they tell potential customers what you’re all about and encourage them to step inside. So, make sure your signage is clear, bright, and engaging!
• Create a stunning window display: Whether it’s gorgeous pumpkins for Halloween, vibrant posters with your sales promotions mentioned, or vibrant flowers for spring, your window display is your chance to grab attention and showcase your creativity. A well-designed window can turn passersby into eager customers. In fact, studies found that it can influence purchases about 24% of the time. Attractive displays that showcase your best products and promotions can seriously boost foot traffic.

Focusing on making your storefront pop will invite customers in and set the stage for a great shopping experience so be sure to add this to your retail marketing strategy.

Get on social media

With over 5 billion social media users out there and a staggering $234 billion spent on social ads, it’s clear that building an online presence is a game changer—even if you have a brick-and-mortar store. Having a solid social media strategy helps you grow your audience and attract just the right customers.

Almost all retailers (yep, a whopping 91%) are using two or more social media platforms. So, which channels should you hop on? Here are some popular ones for retail marketing:

• Instagram: Perfect for showcasing your products through stunning visuals.
• Facebook: Great for building community and running targeted ads.
• TikTok: Ideal for fun, creative content that can go viral (and who doesn’t want that?).
• Pinterest: A fantastic platform for driving traffic with eye-catching images and DIY inspiration.

Not sure what to post? No worries! Here are some content ideas to get your creative juices flowing:

• Behind-the-scenes visuals: Show the magic that happens behind closed doors. Customers love to see the people and processes that make your store special!
• Event promotions: Got an upcoming sale or event? Share the excitement and get the word out!
• Community-driven content: Highlight local events or collaborations to connect with your community.
• Influencer promotions: Partner with influencers to reach new audiences and give your brand some extra credibility.
• Product photos: Showcase your products in action. The more appealing the photo, the more likely customers will want to buy!
• Short videos: Create fun, engaging videos that capture attention quickly—perfect for platforms like TikTok and Instagram Reels.

The possibilities are endless! Social media is an awesome way to share your brand’s story, engage with your audience, and connect with new customers. So get out there and start building your online presence!

Work with influencers 

Now, we’re not saying you need to call up Kim Kardashian or any A-lister to make an impact (though that would be pretty cool!) Working with influencers can be a fantastic way to boost your brand’s visibility without breaking the bank. Here’s how to dive into the influencer pool and make a splash:

• Find your niche: Look for influencers who align with your brand’s vibe. Whether you’re into fashion, food, or home decor, there’s an influencer out there who matches your style and audience. Focus on micro-influencers (influencers with around 1000-10,000 followers), too—they often have dedicated followers who trust their recommendations!
• Engage authentically: Don’t just slide into their DMs with a pitch. Start by engaging with their content—like, comment, and share! Building a genuine relationship before reaching out can lead to more successful collaborations.
• Craft creative campaigns: Instead of a typical ad, think outside the box! Collaborate on fun challenges, giveaways, or unique content ideas that allow the influencer’s personality to shine.
• Leverage their platforms: Influencers have established audiences, so tap into that! Encourage them to create content featuring your products, whether it’s styled outfits, tutorials, or product reviews. Their followers are more likely to trust their opinions and check out your store.
• Track your results: Keep an eye on how well your influencer campaigns perform. Use unique discount codes or trackable links to measure traffic and sales generated from their posts. This data will help you refine your strategy for future collaborations.

Boost your Search Engine Optimization (SEO)

SEO, or Search Engine Optimization, is all about making your website easy to find on search engines like Google. It’s super important for getting potential customers to notice your store online. Start by getting to know keywords. These are the phrases people type in when searching for stuff. Use tools like Google Keyword Planner to find keywords that fit your business, and sprinkle them into your website content and product descriptions.

For brick-and-mortar shops, local SEO helps people find you when they do a “near me” search, which has shot up 3x over the past two years. Google uses the searchers’ location to show them the best results closest to them. So, make sure you’re listed on Google My Business and other local directories, and use local keywords like “best coffee shop in [Your City].”

Another big part of SEO is building backlinks. These are links from other websites that show Google you’re trustworthy. Reach out to local bloggers or influencers to feature your products, and think about guest blogging to snag those important links. Finally, use tools like Google Analytics to see what’s working and what you need to switch up.

Set up customer loyalty programs

Customer loyalty programs are a fantastic way to keep your shoppers coming back for more. These programs reward your regulars with perks like discounts, freebies, or exclusive access to new products. It’s like saying, “Hey, we appreciate you!” You can start simple—maybe offer points for every dollar spent that they can cash in later. Everyone loves a good deal, right?

Think about what makes sense for your business. If you run a coffee shop, a punch card system where customers get a free drink after a certain number of purchases could work wonders. For retail, consider giving discounts on birthdays or exclusive sales for members. These little touches can make your customers feel special and valued, encouraging them to return.

Launch an email newsletter

An email newsletter is a super effective way to keep your customers in the loop and engaged with your brand. It’s like having a direct line to your audience, where you can share updates, promotions, and exclusive content. Start by collecting email addresses—ask for them during checkout, offer a discount for signing up, or create a fun pop-up on your website. Just make sure you let folks know what they’ll get by subscribing. Who doesn’t love free stuff?

When it comes to crafting your newsletter, keep it fresh and fun! Share upcoming events, new product launches, and special promotions that make your existing customers feel like VIPs. You can also include behind-the-scenes looks at your business or tips related to your products. And don’t forget to sprinkle in some engaging visuals to keep things lively (nobody wants to read a wall of text).

Finally, be consistent with your send-outs. Whether it’s weekly, bi-weekly, or monthly, pick a schedule and stick to it. Pay attention to your open rates and click-through rates—these metrics help you understand what your audience loves and what you can improve. With a killer email newsletter, you’ll boost customer satisfaction and engagement and drive sales, all while keeping your brand top-of-mind!

3 advanced retail marketing strategies

Now, if you've already got an effective retail marketing strategy with the ideas listed above, then you can always take it a step further. Here are three advanced strategies that can take your game to the next level.

Look into paid advertising 

Paid advertising is all about getting your brand in front of potential customers when they’re actively looking to buy.

Social media ads are a fantastic place to start. Platforms like Facebook, Instagram, and TikTok allow you to create eye-catching ads targeted to specific demographics and interests. You can showcase your latest products, promotions, or even fun behind-the-scenes content. Plus, with options for both image and video ads, you can really get creative.

Search engine ads (think Google Ads) are another powerful tool. These ads appear when someone searches for keywords related to your business. This means you’re reaching potential customers right when they’re in “buying mode.”

Lastly, consider display ads on relevant websites. These ads can boost brand awareness by appearing on sites your target audience frequents. Just remember to track your ad performance to see what works and adjust your strategy accordingly.

Use audience segmentation tools

Instead of treating all customers the same, audience segmentation tools help you break down your audience into smaller, more targeted groups based on shared characteristics. This way, you can tailor your messaging and offers to resonate with each segment.

Start by using data analytics tools to gather insights about your customers. Look at factors like demographics, buying habits, and interests. For instance, you might find that younger customers are more interested in trendy styles, while older customers prefer classic looks. With this info, you can create personalized retail marketing campaigns that speak directly to each group's preferences. Here are some steps to get you started:

• Choose the right tools: Invest in data analytics platforms like Google Analytics or social media insights to track customer behavior and preferences.
• Define segments: Identify key characteristics for segmentation, such as age, location, purchase history, or engagement levels.
• Create customer profiles: Build detailed profiles for each segment, highlighting their preferences, interests, and pain points.

Next, use segmentation for your email marketing. POS tools like Mailchimp (which can be integrated into your Epos Now retail POS system FYI) allow you to send targeted emails based on customer behavior. If someone hasn’t shopped with you in a while, you can send them a special offer to re-engage them, for example.

• Segment your email list: Divide your email list into categories based on customer behavior and preferences.
• Craft personalized messages: Tailor your email content to each segment, using language and offers that resonate with them.
• Track engagement: Monitor open and click-through rates to see which segments respond best and adjust your strategy accordingly.

These successful retail marketing strategy ideas will turn your shop into a must-visit destination, boost sales like never before, and keep your customers coming back for more!

Create a seamless omnichannel marketing experience

The customer journey for buying physical goods used to be pretty simple. You’d whip up a shopping list, head to the store, grab what you needed, check out, and head home. But fast forward to today, and things have changed big time! With all the new commerce tech, tons of online and offline channels, and different customer preferences, no two shopping journeys look the same.

These days, consumers can buy pretty much anything, anytime, and from anywhere. So, seamless omnichannel experiences aren’t just a nice-to-have—they’re the standard. Brands that can create cohesive and integrated shopping experiences are the ones really crushing it in the market. In fact, customers tend to spend up to 1.5 times more with companies that offer smooth, personalized, and seamless shopping experiences. Here are some ways to do it:

• Define your customer journey: Map out how customers interact with your brand across channels. Understand their feelings and touchpoints to tailor your approach.
• Choose your channels wisely: Use social media, email, SMS, and in-store experiences to meet customers where they are. Make sure each channel is integrated for a cohesive experience.
• Clarify your messaging: Keep your messaging consistent across all platforms. Define your brand's personality and core values so potential customers know what to expect.
• Build your tech stack: Utilize retail marketing tools that help you collect and analyze customer data. Choose apps that integrate seamlessly with your store.
• Test and optimize: Track customer interactions and sales across channels. Use insights to refine your strategy and improve performance.

Tips to create a more efficient retail marketing strategy

Here are some fun and actionable tips to help you streamline your efforts and keep customers coming back for more.

Personalize your marketing strategy to your target audience

This is all about knowing who your customers are and tailoring your marketing to speak directly to them. Think of it as sending a personalized birthday card instead of a generic email blast.

How to do it:

• Get to know your customers: Use surveys, social media interactions, and even good ol’ face-to-face chats to gather insights about their preferences, interests, and buying behaviors.
• Segment your audience: Break your customer base into different groups (e.g., age, gender, buying habits). This way, you can craft messages that really resonate. For instance, if you sell skincare, send personalized offers for anti-aging products to older customers and fun, colorful options to younger ones.
• Use personalized emails: Use names, recommend products based on previous purchases, and send special birthday discounts. Everyone loves a gift!

Adapt your promotions and pricing to your product’s demand 

Flexibility is key! Just like you wouldn’t wear a winter coat in July, you shouldn’t stick to the same promotions all year round.

How to do it:

• Analyze sales trends: Keep an eye on what products are hot (or not). Use your sales data via your retail POS system to identify retail marketing trends. If a certain product flies off the shelves, create a promotion to capitalize on that excitement.
• Seasonal promotions: Adjust your pricing and promotions based on seasons or holidays. Offer back-to-school discounts, Black Friday offers, or holiday sales.
• Dynamic pricing: Consider using dynamic pricing strategies. If demand surges for a particular item, adjust the price accordingly.

Find customer data quickly thanks to your POS data

Our Point of Sale (POS) system should allow you to tap into first-party customer data, both in your retail stores and online platforms.

How to do it:

• Leverage POS reports: Regularly check the reports your retail POS system generates. Look for customer purchase patterns, peak shopping times, and popular products.
• Track customer preferences: Some POS systems allow you to store customer preferences and purchase history. Use this info to suggest products and tailor your marketing efforts.
• Integrate with other tools: If your POS can sync with other marketing tools (like email platforms or CRM systems), you’ll have a clearer view of your customer journey and can make more informed marketing decisions.

Use POS software capabilities for stock optimization

Keeping the right amount of stock on hand is crucial. Too much, and you’re wasting money. Too little, and you’re losing sales. POS software tends to have some pretty robust inventory management features to help you get a handle on this.

How to do it:

• Inventory management features: Use your POS software to track inventory levels. Set up alerts for low stock and automate reordering processes.
• Analyze sales data: Check your POS data for sales trends. If certain items sell well in specific months, plan ahead and stock up before demand spikes.
• Identify slow-moving items: If some products are gathering dust, consider running promotions or discounts to clear them out. You can also re-evaluate if these items are worth keeping in your inventory.

Localize your retail campaigns 

Not all customers are the same, and what works in one location might flop in another. Tailoring your campaigns to fit local cultures and trends can boost your success.

How to do it:

• Know your audience: Research local demographics and preferences. Are they into organic products, or do they love tech gadgets? Adjust your messaging to fit.
• Highlight local events: Use local events and holidays in your campaigns. For example, if there's a local festival, create promotions that resonate with that occasion.
• Partner with local influencers: Collaborate with local influencers who understand the area and can promote your products authentically. Their followers trust their recommendations!

Monitor trends and effectiveness of campaigns regularly

What’s trending in the retail industry at the moment? Are you keeping your ear to the ground on the latest buzz in your sector? Has Hailey Bieber started a new nail obsession that everyone’s raving about? Or maybe there's a TikTok challenge that could influence your next marketing push?

Staying updated on industry trends isn't just about knowing what's hot. No, it’s also about adapting your strategy to keep up with consumer preferences. Here’s how to do it:

• Look into data: Use your POS system to track what products are flying off the shelves. Which items are new customers going gaga for?
• Social media scouting: Follow influencers and industry leaders on platforms like Instagram and TikTok. What are they promoting? How are they engaging their audience?
• Customer feedback: Are your customers buzzing about a specific promotion or product? Gather feedback through surveys or social media polls.
• Benchmarking: Keep an eye on your competitors. What campaigns are they launching? How do they interact with their audience? This can provide you with benchmarks to measure your own effectiveness.