In the increasingly competitive Australian grocery retail environment, retailers and FMCG brands are facing challenges everywhere they look. The internet, arrival of major international players into the market and increasing range of Coles and Woolworths’ own-label products are just some of the many factors impacting the industry. So what to do? In these challenging circumstances, a strong sales and marketing program can make all the difference according to October Retail World’s business review.
Finding the right partner is absolutely essential and can often be the difference between coming up with a good idea and developing a great strategic marketing program. If the retailer’s marketing partners do not fully understand their business, their customers, their strategy, the market and a myriad of other important connections, a campaign can be a very costly and potentially brand damaging exercise, says Lynne McKay, General Manager Retail Activation at Retail Safari.
“Try and partner with a specialist that’s on the same wavelength with you and also, has a deep, vertical knowledge of the retail industry and experience in executing strategies and programs that have had proven results in that space,” Ms McKay advises.
Some questions to ask before launching any retail sales and marketing campaign suggested by Lynne McKay are:
• What do we want our store environment to look and feel like?
• How do we drive shoppers into our stores based on our local knowledge?
• Is it easy to navigate?
• Is the environment welcoming and are products easy to find?
• How do we create and sustain an emotional connection with our customers?
• Do we constantly offer something new and different?
• What sort of activities do customers respond well to and what do they avoid?
• Does this sales and marketing campaign speak directly to the shopper I’m attempting to gain loyalty from?
• Is the quality and service consistent no matter which of our stores they visit?
• Are our offers compelling enough?
Read more at When only the best will do
