Use Pop-Ups for Lobby Influencers & Holiday Gift Guides It’s July in early July. The heat is scorching and margaritas flow freely. Retailers know that it means one thing: Christmas is coming. It’s time for retailers to start thinking about how they […]
Use Pop-Ups for Lobby Influencers & Holiday Gift Guides
It’s July in early July. The heat is scorching and margaritas flow freely. Retailers know that it means one thing: Christmas is coming. It’s time for retailers to start thinking about how they can earn a place in the most sought-after holiday gift guides.
Many forward-thinking retail marketers will see this as a holiday-themed pop up aimed at the trades. Everybody wants to make an impact during the holiday season. So how can you stand out from the crowd? Influencers are key.
Attract the attention of the influencers, and they will be drawn to you. You’ll be a star in the top holiday gift guide lists before you know it. Here’s how you can get there.
Get your message across to your audience early
The holiday season begins early. Christmas-themed products start appearing even before Halloween candy goes stale. You must also start planning your pop-up early if you want to succeed.
This means inviting your core business audience and inviting them in advance. The field can get crowded with such a long season in retail. Bloggers, journalists, and vloggers all receive dozens of invitations to holiday events and pop-ups. They can’t (or will not) attend all of them.
Being first is the best way to win in this game. Get your audience excited and reach them early.
It’s like an invitation-only pop-up for Christmas. It is ahead of the opening and generates lots of curiosity and excitement. Your must-see, must experience pop-up will be buzzing with influencers. The crowds will be waiting to get in on the opening day.
Get the exclusivity factor
Pop-ups’ influencers are your VIP guests, the VIPs in the crowd. These are the people who have the greatest impact on your brand and will share social media currency with them through a few posts or promotions. Treat them as if they were your only.
You must make them feel special, so you invite only elite people. You should limit the guests to top influencers and customers. You can reward your top customers with a gift or create a contest to win tickets to the premier pop-up event.
Social media is not the best place to announce your event. It should be exclusive and invitation-only. To build excitement among influential people, share only a few details about the pop-up.
You can even walk the red carpet! You can make the event memorable and unforgettable by capturing the moments on Instagram that influencers will share with their followers. Your influencers will be able to take home a swag bag as well as plenty of samples. They’ll spread the word if they had a positive experience.
Visit your influencer’s hometown
This has been discussed before, but it bears repeating.Mobile pop-upsThey are a show-stopper. They’re also very convenient.
Pop-ups targeted at bloggers and merchandisers are especially vulnerable. A mobile pop-up comes to you, which is a great way to make an influencer feel special (assuming it makes economic sense to travel there). If you are featured in major blogs or in holiday gift guides, it can be worth it.
A pop-up with influencers is mutually beneficial. You can make their pop-up memorable and unique by sharing it with your followers.
Retail Returns are E-commerce’s Bane. Brick & Mortar is the Advantage
It started innocently, like many bad habits. It started at two and then it moved to four. It was eight before you knew it. It felt at first like a little secret. It’s now out there, a point to be proud of. It’s not vaping or video gaming, but returning e-commerce orders. It started as a selling point for convenience, but it has now become a problem for the person who ships it. Retail returns are the result of e-tailers.
CBRE states that e-commerce retail returns range from 15% to 30% or one in three purchases. This amounts to $32 billion in dollars and cents. Contrast this with brick-and-mortar returns, which are only 8%. This is a fraction of online returns.
There are downsides to buying without buy-in
In-person shopping is the best way to ensure that a purchase fits properly, whether it’s clothes, electronics, or housewares. E-commerce cannot match the tactile sensation of e-commerce, regardless how high the resolution of the photo.
E-tailers are often the victims of their marketing strategies. E-commerce makes it easy and affordable to return (hello Zappos! Consumer behavior has gotten so ingrained that they are more likely to order with the intention to return.
This is a common problem in our household, as well as the neighbors. My daughter ordered many dresses online for prom, so she could find The One. Online shoppers don’t have to wait for a special occasion to order FedEx trucks – you can get new shoes, sneakers and handbags, as well as a tennis racket or area rug, all of which are good fodder for multiple items orders. Online shoppers can buy, but there is no “buy in”
Customers are more likely to buy in-store than online. They are able to see exactly what they are getting. There’s nothing more thrilling than opening a box and seeing what’s inside. However, it’s not a disappointment if what you were expecting, room dimensions or shifting whims are all wrong.
Derek Hall, CEO of Brightpearl is calling the rising tide of online retail returns a tsunami. Hall points out that consumers will purchase more, but they could return four additional items per month.
This is having a serious impact on ecommerce margins. Every retailer, online and offline, is well aware of the constant threat to their margins. Brightpearl’s recent survey found that 44% of retailers agreed that shipping, handling, and returns are affecting their margins.
E-tailers see the intentional return as a huge buzzsaw that cuts away at their profitability. The result is the explosion in ecommerce brands opening brick-and-mortar shops. You can easily decide which eyeglass frames will look the best on you if you have them in person. Once you zip up your pants, you will know which size and what style is best for you. Once you lay your body on a mattress, you can tell if it’s going to be a restful night.
E-tailers have a flexible way of creating an in-store experience. Some open pop-ups. Pop-ups by e-commerce brands are appearing more often. The goal is to allow the customer to get up close to the products, and provide a tactile experience that makes the sale.
Line up for an opportunity
TJX Companies, Saks Off Fifth and others have taken advantage of the checkout line’s popularity as prime impulse-buying territory. Apple’s Genius Bar has a video backdrop that keeps customers engaged and informed. Customers can enjoy engaging visuals that enhance technology use by watching the Genius Bar’s video screen backdrops.
This principle can be applied to the returns section. This is right. Why limit the display to the sale side? Why should all information be restricted to the help desk? Functional and profitable customer service and retail returns can be achieved. Customers who are waiting to be answered or returned by their service representative can also be lured to purchase.
It’s a good idea to set up sales displays wherever people are. It’s a good idea to have sales displays placed wherever people are standing.
The path to discovery is laid out
One area in which retailers have found a profitable middle ground between offline and online shopping is this: Customers can find it online and pick it up in-store. The retail sector can take a leaf from the supermarket’s layouts and be even more strategic. Food shoppers have had to pass on tempting cakes, fruits, and other seasonal goodies for years in order to reach the back of the shop to purchase milk, eggs, and other necessities.
This can also be used for fashion, sporting goods, and health & beauty pick-ups in-store. You can place the pick-up area at the back of your store and arrange for shoppers to pass by attractive/fun/eye-catching signage and displays. They will pick up the items they ordered online and more.
Multi-channel retailers face two problems when it comes to online returns. The first is to reduce the number of returns by making it easy for shoppers to find what they are looking for and giving them valuable information. Having more buy-in means that shoppers are more likely to be satisfied and less likely return. To maximize your incremental sales, you can suggest a visit to a physical store if there are returns.
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