by Arpita Kundu
You sell groceries, and you don't do deliveries. What possible use could your business have for online marketing? Even without the presence of an online store, the Internet can bring more people to your retail location. Grocers sometimes mistakenly think that everyone needs their products so they don't need to launch marketing campaigns. However, even if everyone needs what you sell, they won't necessarily go to your store, especially if you're competing with chain stores in the area. They won't necessarily buy the products you want to push the most, either. Not without targeted marketing.
Marketing online is easy if you have the right tools and combine your in-store efforts with your online publicity. Part of designing a brand that represents your store to the public is getting that brand to where people are most likely to see it - and that's online. Think of the smartphones, computers and laptops at your customers' fingertips and reach new and repeat customers alike with strategies aiming to raise brand awareness. When it comes to most grocery stores, the Internet is a platform to get people into their stores instead of their competitors'. Ignore the Internet in your marketing strategy, and your business will suffer.
Use Merchandise Signage Software
The best online marketing efforts result in your store's own unique brand. Someone browsing social media should see your graphics and immediately think of your store. Purchase software that allows you to design the signage throughout your store - price tags on shelves, displays, sale information, etc. - around a common theme. It can be as simple as choosing unifying colors, always using the same text or adding your logo.
Extend that theme into your online marketing efforts. For example, use the software to design a logo and color theme for your website and social media pages. You might also design the sales flyers you'll post online. When your online followers share your deals, you don't want anyone to have trouble identifying your store. Unified signage both inside your store and online will help avoid that issue.
Hold Online Promotions
Use your signage software to design online-exclusive promotions that act as coupons. For example, encourage shoppers to print off the coupon or bring their smartphones into the store, where cashiers can scan or check the promotion and reward the shopper with a discount. Limit these online promotions to short time periods and offer a discount on a different type of product on a daily or weekly basis. Regular promotions will keep people riveted to your social media accounts and increase the number of your followers.
Run a Sweepstakes
Create more buzz online with a sweepstakes. Prizes could include a gift card to your store, a prize pack full of some of your best-selling products or even something grander and more likely to attract attention, like a cash reward or free groceries for a year (with a limit). Use your signage software to create the sweepstakes displays and online advertisements. Encourage people to come to your store by requiring a purchase to enter or at least requiring people to visit your store and fill out the form in person. Or you can let people enter online, knowing your brand is getting out there as people share the entry form on social media.
When it comes to online marketing, active social media pages are just the start. Combine your in-store marketing efforts with your online ones, and you'll be able to streamline your publicity. The right tools for the job are all the grocer needs to compete with the bigger retailers.
About the Author:
Finn Ellis owns several mom and pop grocery stores in California. If you own a business, he encourages you to market your retail store online even if the bulk of your sales are done at a brick and mortar location.
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