For any retail business, email marketing has a pretty clear goal: to get your subscribers to visit your stores and shop until they drop. Even with a web shop available a local store can offer a more intimate and personal shopping experience. So how do you get your subscribers to stop by your local store?


With an endless supply of web shops at our fingertips, shopping at a local store has become a different experience than it used to be. Local stores have gone from being a necessity, and are now increasingly becoming a branding and marketing tool to showcase products, and have experienced employees help customers.

A prime example of this was the Google pop-up store, which opened in New York City in October 2016. The store did not actually sell any physical products, but functioned more as a gallery, showcasing the newest innovations from Google. Some of the installations were reminiscing of IKEA stores, for example a complete kitchen to showcase the features of the Google Home device. After becoming fascinated by the Google products, customers would have to go online to purchase the actual product in a web-shop.

The Google kitchen was completely equipped, resembling an IKEA display. Credit: Malarie Gokey/Digital Trends

The same becomes apparent in ordinary retail stores, where showcasing is becoming more important than having everything in stock. Many stores offer an “order online – pick up at store” service, centralizing warehouses and shipping goods to order. In order to get your customers to visit your local store, you need to design your marketing plan to include incentives that compel customers to visit your shop.

The uniqueness of the stores

While many retail chains and franchises are designed to have an identical feel and look in each store, one should think about making the stores unique. As each store has a different location, different layout and in some cases even different inventory, the uniqueness of the store becomes an advantage and not a limitation. Having a unique store helps provide an exciting experience every time one of your stores are visited.

Highlight your local stores

Having a lot of stores around the country is great, but most customers really just care about one thing: Which store is closest to me? Make sure to indicate how effortlessly the user can visit a store. This can be done in different ways, from intelligent geo tracking to simply asking your customer to select their preferred store when giving information. Knowing what local store to promote for each customer gives a lot of opportunities to make the emails personal and more informative.

Best regards from your local store

Using data on the preferred or local store, allows you to send the email on behalf of the store. Instead of receiving an email from the main brand, the email can be tailored so that it is sent from the specific store. This allows the content to become more friendly and personal.

Plan events

Events related to holidays and seasons are a great way to engage with your customers at their local store.

Hosting events in the local store, can be a great way to increase awareness and provide an extra reason for the customer to visit. Events can consist of product-related activities such as special offers or showcasing new collections. You can also plan events around external factors like holidays or seasons or even local news such as a local sports team winning a match.

 

Planning and executing events does require some work, and making them personal to each store means that a single event would not always be appropriate for every store. However, if finding the right balance this strategy can become a great way of marketing both the company, the store and the products.

Tease new local stores

Since the preferred store is often simply the closest one, it is a good idea to advertise if a store closer to you is opening. Using the data regarding the preferred store, you can contact customers in the area to inform them about the new store and a special opening event. Inviting customers to the opening event at the newest stores is both a service and an incentive to visit at the same time.

Think about store inventory

Most retail emails are still promoting products over stores, which is the classical way of making marketing campaigns. However, with the information about the users’ preferred stores, you should consider the amount of products in stock at each location. If a newsletter contains a special offer on a new product, but this product is out of stock or not even sold in the local store, your customers would have a bad experience. Even with the option of ordering the product to the store or buying online, the visit to the store would seem pointless.

 

If possible, try and limit the advertised products to what is available at the customer’s local store. Alternatively, highlight products as available online with a direct link to the web shop, giving the option to purchase online and pick up at your local store.

 

Agillic allows you to make custom offers based on personal data  such as preferred stores, to make your omnichannel marketing personal and informative. Help improve your customers’ store experience, create foot-traffic to your stores and make marketing easier than ever. Request a demo today.

Want to read more from this author? Go to the author page to see all posts

Take me there!