{"id":2531,"date":"2020-02-07T11:01:48","date_gmt":"2020-02-07T11:01:48","guid":{"rendered":"https:\/\/colateral.io\/en\/?p=2531"},"modified":"2024-02-15T17:23:08","modified_gmt":"2024-02-15T17:23:08","slug":"for-the-love-of-retail-marketing","status":"publish","type":"post","link":"https:\/\/colateral.io\/en\/blog\/for-the-love-of-retail-marketing\/","title":{"rendered":"For the love of seasonal retail marketing."},"content":{"rendered":"

The power of targeted in-store promotions in the quest to sell more heart-shaped things.<\/h2>\n

The season of love is here and that has meant one thing for retailers, the swift implementation of Valentine’s Day campaigns across all of their stores. <\/span><\/p>\n

While most chain retailers populate their campaign calendars with their key shopping events at the start of the year, the nitty, gritty details of store campaigns, like those for Saint V-day, are usually finalised just weeks, if not days, before the physical marketing materials are due to arrive in store.<\/p>\n

Sound familiar?<\/strong><\/h3>\n

If you\u2019re part of the retail marketing chain, you\u2019ll know that this long-term planning and short-term delivery process is both necessary, but also full of challenges.<\/p>\n

The marketing team want to ensure their campaigns deliver the best commercial performance, taking into consideration trends, stock levels, competitor activity and realisation of the initial campaign concept.<\/p>\n

Meanwhile, the stores need adequate staffing levels and clear communication to deliver new campaigns accurately and to coincide with the retailer\u2019s omni-channel strategy. It’s a balancing act. And age-old processes tend to make it even harder…<\/p>\n

Traditionally, once the briefing and artwork process is over, identical marketing packs, containing a whole host of display materials, are printed and shipped out to all stores. There may be different packs depending on the store grade, but often the personalisation doesn\u2019t go much beyond that.<\/p>\n

Occasionally, and very impressively, the marketing requirements for each store are saved in the brain of a longstanding member of the marketing or operations team, allowing for more bespoke packs to be sent out. More often than not, store data is saved on extremely hard to understand spreadsheets –\u00a0 or it all sits in the hands of suppliers.<\/p>\n

The question is, does this matter?<\/strong><\/h3>\n

Well, if the traditional process is followed, shop floor staff need to rifle through the display pack, identify the materials (or POS) that will fit their store, discard the rest and get to work installing campaigns that mirror the (often printed) display instructions from HQ.<\/p>\n

The glaringly obvious problem with this one-size-fits-all approach is waste. Completely, avoidable waste. Not to mention the massive unnecessary print costs and extra staff resources to understand and implement every new campaign on the shop floor.<\/p>\n

And if you’re an organisation with a genius member of staff that currently holds each individual stores’ marketing requirements<\/a> in their remarkable memory, what happens when they retire? Or if this Valentine\u2019s Day they meet The One and decide to jet off somewhere new? Or use their remarkable memory skills in a new role? What happens to all of that undocumented store data?<\/p>\n

Meanwhile, if it’s all on spreadsheets, extracting the right data to target campaigns is time consuming and error prone.\u00a0 And, as soon as a store layout changes or a fitting or fixture gets replaced, it’s instantly out of date!<\/p>\n

Waste and extra resources aside, the elephants in the room (yes, multiple) are the colossal missed opportunities: the chance to promote luxury dark chocolate and fine wine in areas where you know they’re more likely to be purchased, or BOGOF on flowers in student towns (stereotyping much?) or better Valentine\u2019s Day meal deals than a competitor two doors down.<\/p>\n

The chance to segment your instore promotions just like you would online. So that they\u2019re more effective\u2026 so that you can build better relationships with your customers and sell more, possibly heart-shaped, things.<\/p>\n

What can we do?<\/strong><\/h3>\n

Consumers want store environments and experiences that speak to them. They want knowledgeable staff that have the time to interact with them. They still want the convenience that physical stores bring, particularly when it\u2019s the day before Valentine\u2019s Day and the online shopping cart and free delivery is rendered useless.<\/p>\n

And we\u2019re not romanticising things \u2013 the majority of retail purchases still take place in physical stores. They\u2019re absolutely worth the long game.<\/p>\n

So, if you, like us, have fallen out of love with traditional instore marketing processes\u2026 if you\u2019re looking for more than the plenty of fish (in the store) approach to planning, producing and sending out your marketing materials\u2026 if you want your customers to experience instore promotions and campaigns that are targeted with the accuracy of cupid\u2019s bow\u2026<\/p>\n

Book a demo of Colateral today<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The power of targeted instore promotions in the quest to sell more heart-shaped things.<\/p>\n","protected":false},"author":2,"featured_media":7422,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[14],"tags":[18,19,12,5,20,15,64,65,62,66,67,68],"class_list":["post-2531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-market","tag-brand","tag-brandcontrol","tag-consumerbehaviour","tag-instoremarketing","tag-marketing","tag-retail","tag-retailmarketing","tag-retailmarketingsolutions","tag-retailpromotions","tag-seasonalmarketing","tag-valentinesday","tag-valentinesdaypromotions","type-thought-leadership"],"acf":[],"yoast_head":"\nFor the love of seasonal retail marketing. - Colateral EN<\/title>\n<meta name=\"description\" content=\"The power of targeted instore promotions in the quest to sell more heart-shaped things.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/colateral.io\/en\/blog\/for-the-love-of-retail-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"For the love of seasonal retail marketing. - 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