But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 1) The store is visually appealing 43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences. Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. For your retail client? Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I pulled this word cloud out of the reviews of the little grocery store: While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment. 3) The store hosts local events 20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Seeing opportunity Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings.
Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them.
I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.
And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:
I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.
Getting it right: A little market near me
For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.
Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”.
Encourage your retail clients to explore the following tips.
1) The store is visually appealing
43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.
At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.
For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!
Share these suggestions with a worthy client:
Basic cleanliness is the starting point
This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.
Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware).
For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build…
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