retail strategy
How does your brand connect with shoppers? How does it engage them at the POS? Is it through an ultra-personalized retail experience? Or through striking in-store pop-ups? And more importantly, how do you keep them coming back for more?
A Retail Strategy built around the right tools will grab your audience’s attention at the POS, and inspire action. anderson pigeon will uncover retail opportunities that make your brand stand out from the competition, keeping consumers engaged right through to the moment of purchase – and repeat purchases.
our retail process
anderson pigeon helps brands deploy their Retail Strategy, leveraging proven tactics and tools that drive sales. Our retail strategists draw on years of practical knowledge and up-to-the-minute research to define an approach that bridges brand and audience, delivering a tailored retail experience that your consumers won’t forget.
competitive retail analysis
Competitive mapping, best practice, and case studies. Close gaps and identify opportunities that your brand can leverage in retail environments. Competitive retail analysis reveals how your brand stacks up against the competition in the transaction channel. anderson pigeon dives deep into the modern retail landscape, looking at what competitors and out-of-category leaders are doing (and not doing), to better inform your brand’s approach.
retail merchandising
Product samples, shelf talkers, store layouts, and POS displays. Make your brand pop IRL in physical retail environments. Effective merchandising commands a second look from consumers, capturing their imagination at critical moments in their journey. anderson pigeon looks at the retail journey as a whole, identifying the optimal touchpoints and messaging to connect with your audience.
pop ups
Store-in-store retail, product sampling, and event installations. Give consumers a controlled brand experience in new places. Pop-ups give a replicable retail format for achieving brand objectives, benefitting from mobility and reduced overhead. anderson pigeon identifies locations heavily trafficked by your audience, develops training tools for your brand ambassadors, and designs pop-up assets that are modular and memorable.
sales tools
Navigation aids, product brochures, education software – help your staff be more effective salespeople. Sales tools give your team valuable resources to quickly turn a window shopper into a brand advocate. anderson pigeon finds innovative tools that will make the lives of your staff easier, while helping them engage with consumers and guide them to the products and services they’re already looking for.
clerk incentive programs
Sales incentives, inter-store competitions, and gamified learning. Give retail employees more reasons to promote your products and services. Clerk incentive programs engage staff, leading to more informed employees that genuinely want to make sales. anderson pigeon builds incentive programs that make sense for your brand and integrate seamlessly with the day-to-day responsibilities of your workforce.
mystery shopper programs
Undercover shoppers and authentic experiences. See what goes on when management isn’t around. Mystery shopper programs allow you to gain insights into the average shopper’s retail experience, identifying what’s working and where the weak points are. anderson pigeon outlines the core elements of an effective retail experience, and then stress tests it with actual people under the guise of a typical consumer.
retail strategy faqs
Still have questions about what Retail Marketing is and how it works? Want to know more about how it helps drives sales and supports customer retention? These FAQs explain how Retail Marketing can help your brand support its sales goals.
what is retail marketing? ›
Retail Marketing refers to any marketing activities that happen inside of a physical store. This applies to both stores that sell exclusively a single brand (brand-owned or franchised) and stores that sell multiple brands (supermarkets, convenience stores, department stores, etc).
Familiar forms of Retail Marketing include point-of-sale (POS) displays, posters, floor advertisements, and product sampling. Each of these tactics are designed to engage consumers and inspire purchase. Retail Marketing also applies to tactics that leverage store employees to take an active role in informing and persuading consumers to choose a particular brand, product, or service.
Retail Marketing refers to any marketing activities that happen inside of a physical store. This applies to both stores that sell exclusively a single brand (brand-owned or franchised) and stores that sell multiple brands (supermarkets, convenience stores, department stores, etc).
Familiar forms of Retail Marketing include point-of-sale (POS) displays, posters, floor advertisements, and product sampling. Each of these tactics are designed to engage consumers and inspire purchase. Retail Marketing also applies to tactics that leverage store employees to take an active role in informing and persuading consumers to choose a particular brand, product, or service.
why is retail marketing important? ›
Retail Marketing is important because retail is the channel in which actual purchases take place – in other words, where revenue is generated.
In the case of brand-owned or franchised retail, these stores are (ideally) controlled retail experiences that can most effectively connect with consumers. A strong Retail Marketing Strategy here will convert consumers and make them excited to return in the future.
In more traditional retail (supermarkets, convenience stores, department stores, etc), multiple brands must compete for the consumers’ attention across fewer touchpoints. Consequently, it’s critical that each touchpoint stands out to the target audience at the moments that matter – and Retail Marketing is able to achieve this.
Retail Marketing is important because retail is the channel in which actual purchases take place – in other words, where revenue is generated.
In the case of brand-owned or franchised retail, these stores are (ideally) controlled retail experiences that can most effectively connect with consumers. A strong Retail Marketing Strategy here will convert consumers and make them excited to return in the future.
In more traditional retail (supermarkets, convenience stores, department stores, etc), multiple brands must compete for the consumers’ attention across fewer touchpoints. Consequently, it’s critical that each touchpoint stands out to the target audience at the moments that matter – and Retail Marketing is able to achieve this.
how does retail marketing work? ›
Retail Marketing works by identifying available touchpoints in the consumer’s retail journey, and effectively communicating your brand’s value proposition. Consumers may already be familiar with your brand from communications they’ve encountered outside of the retail environment, but here is where the decision to purchase is made.
In other words, Retail Marketing is a brand’s opportunity to (1) demonstrate why their product or service is better than the competition, if the consumer is already considering purchase, or (2) use emotional and functional messaging to make the consumer believe that they need or want something that they hadn’t previously considered.
Retail Marketing works by identifying available touchpoints in the consumer’s retail journey, and effectively communicating your brand’s value proposition. Consumers may already be familiar with your brand from communications they’ve encountered outside of the retail environment, but here is where the decision to purchase is made.
In other words, Retail Marketing is a brand’s opportunity to (1) demonstrate why their product or service is better than the competition, if the consumer is already considering purchase, or (2) use emotional and functional messaging to make the consumer believe that they need or want something that they hadn’t previously considered.
what are the benefits of retail marketing? ›
The primary benefits of a strong Retail Marketing Strategy is higher conversion rates at the POS, and, potentially higher retention rates, as well. It is much easier to convince a consumer to buy a product that they’re already familiar with (i.e. have purchased or used on a trial basis before) than to win them over for the first time – and Retail Marketing supports both these goals. Regardless of the stage of the conversion funnel that consumers are at, the ultimate business objective is sales, and physical retail is one of the primary channels where this happens.
The primary benefits of a strong Retail Marketing Strategy is higher conversion rates at the POS, and, potentially higher retention rates, as well. It is much easier to convince a consumer to buy a product that they’re already familiar with (i.e. have purchased or used on a trial basis before) than to win them over for the first time – and Retail Marketing supports both these goals. Regardless of the stage of the conversion funnel that consumers are at, the ultimate business objective is sales, and physical retail is one of the primary channels where this happens.
how does retail marketing drive sales? ›
A strong Retail Marketing strategy sends consumers deeper into the conversion funnel, translating to increased sales. By establishing sales-driving communications in retail, brands are tapping into consumers at the moment when they’re most willing and likely to make a purchase.
A strong Retail Marketing strategy sends consumers deeper into the conversion funnel, translating to increased sales. By establishing sales-driving communications in retail, brands are tapping into consumers at the moment when they’re most willing and likely to make a purchase.
