Sounds like a plan

Jayne Adamson (pictured), marketing manager for British Ceramic Tile, discusses how to maximise marketing activities in-store and how to work with suppliers to make the most out of the support available

When it comes to marketing, it is essential to plan ahead, define who your customers are and adapt.

It’s also not a question of what we want to tell our customers – it should be about what our customers want to know. And it’s not just for those with big budgets. Any retailer can effectively use marketing to support and generate sales.

The first place to start is to identify your customer and what information they need to make a purchase. Who are they? Why do they come to your store and where did they hear about you?

Create a 12-month plan. Ad hoc marketing can lead to a bigger overall spend and lack of cohesiveness, but a simple, clear plan looking at how to maximise your in-store environment, and engage with new and existing customers, will keep your spend and resources focused.

Consumers are like magpies searching out shiny objects for their nests. They want to be visually stimulated when it comes to creating a new look within their home through showroom design and room sets. By creating a real-life environment, consumers can quickly and easily see the design possibilities.

A digital strategy has to be implemented to ensure you’re capturing the attention of your customers at the beginning of their decision-making journey. Websites such as Houzz are now incredibly popular, attracting millions of visitors each month, demonstrating just how important an online presence is. A striking, professional website is your shop window. You can also work with manufacturers to link to their websites.

And remember to collect data. Sign-up forms for more information are ideal for creating a customer database that you can email regularly with promotions or details of new ranges.

Visual social media channels, such as Facebook, Instagram and Pinterest, should also fall within your digital strategy. Always post striking images and case studies. Share social content from brands and manufacturers. Respond quickly to messages or posts. Provide guidance and top tips. And be humorous – we all like to be entertained

So how do you implement this? That’s where manufacturers come in to support retailers with marketing solutions that help generate sales in-store. The more we can learn from retailers about what their customers want and need, the more targeted and effective we can be in delivering clever marketing solutions.


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