The retail environment is where your products and services interact with customers. More opportunities for consumer involvement are presented. A retail marketing strategy is a workable plan to create and sell items to attract consumers, keep them around, and increase sales. Whether you are an established company owner or just starting in the retail industry is crucial.

Small company owners need to spend more time creating effective retail marketing strategies if they want to attract customers and keep them engaged in their goods since 20% of small firms fail in the first year, and more than half do not survive by the fifth year.

Retail marketing aids in brand storytelling, connection building, consumer engagement, and company growth. Additionally, you may utilize it to set yourself apart from competitors. Thankfully, marketing isn’t only an extra for huge companies with vast expenditures; whatever their budget or level of expertise, retail firms of all sizes and industries may reach their target market with various marketing solutions.

Retail marketing:

A company’s customer purchase and sales strategies fall under retail marketing. The four Ps, sometimes referred to as the fundamentals of retail marketing campaigns, are product, pricing, location, and promotion.


Although sellers often don’t produce their goods, their product selection is still a major selling feature. Clients want assurances that you carry what they’re searching for.


Prices are significantly under pressure to decline in such a fiercely competitive retail sector. You may want to increase your pricing to make more money on each item, but doing so will also drive some of your clients to rival stores selling the same item for less.


This word may apply to a shop’s physical location and its online presence. For online retail shops, having a prominent location on Fifth Avenue in New York City may be as beneficial as being at the top of Google search results for a certain phrase.


The two main goals of retail promotion are connecting with clients and raising their awareness of your business. Customers will only think of you when they need a product if they know you exist. Even after they have reached the first level of awareness, it may take them a few more interactions with your business before they feel secure enough to make their first purchase.

Retail marketing’s significance:

Check out the three primary justifications for why the retail sector is so crucial to the modern economy:

Retailers support small producers

Small family companies may benefit from successful retail establishments by getting their items in front of consumers directly. In return, the store can provide consumers with more distinctive items. Since a small firm cannot afford extensive advertising efforts and only a few people are aware of this brand, this is advantageous for both sides.

Manufacturers depend on the data that retailers collect

Manufacturers need direct access to the consumer behavior data that retail establishments gather. Retailers may boost sales if both sides collaborate to generate better items based on client input.

Retailers and producers may form an ecosystem

Based on what they offer, retail brands and manufacturers differ. The producer must sell their goods on the appropriate channel. Dealing with reputable retail bicycle stores is ideal if you manufacture bicycles since they may increase your output and sales. A reputable merchant may assist your brand in outpacing rivals who do not cooperate with them.

How to boost sales with retail marketing?

Smart marketing is essential for merchants to maximize revenues, but it may not be easy to commit the time to market to advertise more effectively.

We compiled the 12 best retail marketing concepts to help drive up sales and cultivate client loyalty.

1. Store profiling for analysis and investment planning

Establishing retail outlet profiles and increasing sales at low-revenue outlets are two main problems. A shop must be profiled based on its location, customer needs, local rivals, and kind of business. In addition to boosting revenue, brand recognition may be increased by strategizing the shop profile and aligning it with the appropriate items at the correct location.

2. Track each marketing effort

Are you aware of the return on investment (ROI) for the most recent marketing effort you ran? Was the campaign successful? If so? Did you establish quantifiable, precise goals? What do you want to achieve with this campaign? Is it increased internet traffic, sales-driven money, or online reviews after a purchase? For any marketing campaign you run, whether offline or online, it’s crucial to establish objectives and create systems to measure those goals.

Do a post-campaign check-in to assess performance and utilize the results to drive your future campaign, no matter your objective. Knowing what not to do is a key component of strategy, and if something doesn’t work, you can either decide not to attempt it again or make some adjustments and give it another go.

3. Marketing emails

Nothing beats an interesting promotional email, even if it may be one of the more traditional methods in the digital arsenal. A survey questioned participants, “How often, if at all, would you prefer to receive promotional emails from businesses with whom you do business?” The answer?

86% of respondents preferred monthly delivery, while 61% preferred at least weekly. That’s a tonne of chance! But where do you begin? Both an email list and an email platform are required. From there, consider making a simple email template that you can use to promote your most recent offering or deal, or go more in-depth by showcasing your store’s participation in the neighborhood or behind-the-scenes images and tales.

4. Follow-up

Do you follow up with your customers after they’ve made purchases? Rewarding customers for their loyalty is a great way to build relationships and earn more sales. Send new customers a special gift, such as a ten percent off coupon (which you can track), to encourage them to visit again. Use these four ways to keep customers coming back again and again.

5. Organize a Local Event

Promote an issue that your service or company can assist with. Make it enjoyable and practical so that your readers or customers can immediately put what they have learned into practice. Local artists are regularly featured in pop-up markets hosted by Anthropologie. These occasions have included various subjects, such as fashion displays, animal rights, and physical fitness.

6. Planned product placement

Making a planogram is one of the most strategically important tasks when discussing retail marketing. Retail marketing entails spending money on setup, displays, and even product placement in the retail market. Planograms aid in visualizing the shop location.

Additionally, it guarantees that every consumer that enters the retail location will see the goods because of the best space usage. If done correctly, strategically arranging your items may give your brand a competitive advantage.

7. Make a Pricing Strategy

Another crucial aspect of your retail strategy is the product’s pricing. You risk losing revenue and turning away clients if your pricing is excessively expensive. On the other side, if prices are too low, you may generate a large sales volume but little profit.

Many brick-and-mortar stores and online merchants set their product prices using keystone pricing. Keystone prices are often marked up by 100%, or twice the wholesale price. Selling goods for double the price you purchased is an accepted retail procedure.

8. Examine Your Position in the Market

You can separate from keystone pricing in certain circumstances. If a product is selling very well, you may be able to raise the price. You could also charge more for your private label or bespoke items if you have many. To remain competitive, consider cutting your pricing if other companies or online retailers charge less for comparable goods.

To find out how other companies set their prices, analyze your competitors. If you discover that every other business is selling the same goods at the same price, you may provide something special in exchange for a higher price, such as free changes, no-questions-asked returns, or gift wrapping. Get opinions from your clients. Speaking with your consumers provides you with insightful qualitative information about how to set your price.

9. Launch a contest:

Customers like the chance to get free goods. Using just one popular item as the prize for your company may significantly boost traffic and sales. Create a contest where participants may enter to win a prize. You should establish clear guidelines for entering the contest, which may include forcing participants to go to your business. Alternatively, a social media contest might attract more users to your online store.

  1. Using social media

One of small companies’ most effective marketing tactics is social media marketing. It is part of utilizing social media to market and sells your goods, services, and brand. Brands may use both paid and unpaid (organic) social media marketing strategies to boost online sales and raise awareness.

In addition to well-known social media platforms like Facebook and Twitter, companies may also use less well-known social media platforms. Depending on your offering, your target market, and your overall marketing objectives, you may choose the best social media platform for your company.

Favorite social media sites:

  • TikTok
  • Instagram
  • Facebook
  • LinkedIn
  • Snapchat
  • WeChat
  • Twitter

Curating content, planning posts about your products, and automating where you can are all essential components of effective social media marketing. But for social media marketing to succeed, you need to do more than promote your brand; you also need to comprehend, interact with, and respond to your audience and their environment.

Because so many businesses use social media as a platform to preach about their goods, it pays to be one of the companies that connect with their audience and brings some happiness into their daily life.

11. Make enticing offers apparent.

The next error a business should make is to launch appealing ads without having an obvious presence at retail locations. Offers and deals certainly draw people, but improving visual merchandising strategies at retail locations is crucial. Use signs, digital displays, or window displays in a conspicuous business area. It informs clients of the possibilities that are open to them.

12. Establish A Loyalty Program

Get your clients to return often. You can attract new consumers while retaining your current ones with loyalty programs. They also support the development of strong emotional bonds between your company and its clients. The nicest aspect is how simple it is to make these. Observe the following advice:

  • Select the most appropriate package for your company.
  • Point-based, collaborative, or tier
  • Set a budget for the amount of money you can put into your program.
  • introduce rewards to begin
  • Assessing client satisfaction
  • Adapt your approach if necessary

14. Make your stands unique to advertise your company.

Adjusting your retail marketing to contemporary commerce is crucial as the quantity of large-format retail outlets has been growing. Retail shop frames personalized with your brand name may significantly increase sales.

Brand loyalty not only generates some revenue but also raises consumer brand awareness. Personalized shelves provide a personal touch to your shop promotion, improving reaction in contemporary commerce.

15. Utilize video

The most effective technique to advertise your goods is often to show them in use. It is simple in-store, where customers can touch, feel, and even try on things. However, you must use more inventive pictures while promoting online.

Introducing video marketing. When used effectively, the video does a great job of displaying your products’ use cases and value.

Here are a few simple suggestions for using video in your marketing:

Make them relatable: When people watch your films, you want them to feel a connection to your company. Making the information as relevant as possible can help you achieve this. Start by including images of individuals that resemble your target audience. For instance, you should include that character in your material if you’re aiming to attract middle-aged mothers.

Select the appropriate platforms and formats

Choose the most appropriate platform for your videos. Does your target market use YouTube? Do they favor Instagram or TikTok? The answers to these questions will assist in guiding your video approach. The platform where your videos will host will influence things like the length of your films, the material you’ll create, as well as the themes and effects you’ll include in the content.

Have a distinct CTA

Choose what action you want readers to take after seeing your material. Do you want their internet following? Visit the page for a certain product. How can I contact you? Include a link or mention the CTA in your video description. In certain circumstances, you may include a CTA link and request that readers “click” or “swipe up” on it.

Getting covered just once in your local paper can be enough to boost sales. Check out these 7 Tools to Get Free Publicity for Your Business to get more ideas.


Effective company marketing takes time, but it also pays off. Whether trying to attract new audiences or keep your current clientele, the above-discussed tactics are effective for all small and neighborhood companies. To see results, all that is necessary is a little execution and knowledge.

It’s okay if certain tactics are more effective than others. You should experiment with each one to see which suits you the best. After that, you’ll be able to spend more on effective marketing techniques and do so with less effort.

You should be able to increase sales and improve marketing efficiency by using these simple yet powerful retail marketing ideas. Investments in retail marketing are critical, but assessing if they are functioning as you had hoped is more crucial.

Thinking about the things you’ll sell, where you’ll sell them, and how you’ll keep consumers interested after the sale is necessary when creating a retail marketing plan. It is all-encompassing and covers everything from the design of your business to the choice and cost of products. Remember that only one plan works for some businesses, and your specific retail marketing strategy will change as your company expands.

Getting covered just once in your local paper can be enough to boost sales. To get more ideas, check out these 7 Tools to Get Free Publicity for Your Business.

Build, send and track emails that look great on any device

VerticalResponse gives you the tools to build powerful campaigns in minutes, leaving you more time to spend with customers.

Editor’s note: This post was originally published by Brian Morris for Bags & Bows and has been edited and repurposed for use by VerticalResponse. This blog post was originally published by VerticalResponse in April 2015 and has been revamped and updated for accuracy and relevance.

© 2017 – 2019, Contributing Author. All rights reserved.

Related Blogs

Ready to apply what you've
learned about Email