Specialism · Retail marketing
Retail marketing you can see in store.
Plenty of reach online, but still quiet in the shops? We link online marketing to what happens in your branches. Head office stays in control of the brand, and every shop draws customers from its own neighbourhood.
When
Time for retail marketing if…
- reports are full of clicks but you don’t see them in your sales
- national promotions don’t match what’s happening locally
- the shop team doesn’t know which campaign is running online
- branches in the same region advertise against each other
What we do
From regional audit to fine-tuning on store figures.
- 01
Retail audit
We look at the online performance, visibility and local competition around all your shops.
- 02
Brand framework
Head office sets the brand style, templates and message. We work locally within that framework.
- 03
Local campaigns
Campaigns per catchment area, so branches don’t compete with each other.
- 04
Responding to the region
Switching in time for local news, an event or a change in the weather, without letting go of the brand.
- 05
Shop floor
We make sure the shop team knows what is running online, so the shop delivers on the promise.
- 06
Measure and fine-tune
The figures per shop every month, alongside till data where possible, and fine-tuning based on what works.
The retail dilemma
Why retail marketing often doesn’t land in store.
As the person responsible for marketing at a retail chain, you want one thing: for your online budget to turn into store visits and margin. Yet many chains run into the same three problems.
The first is the black box. You get reports full of reach, impressions and clicks, but you see little of it in store sales. The second is local opportunities left on the table. A national promotion takes no account of what is happening in a region. The third is the distance to the shop floor. If staff don’t know which promotion is running, or the shelves aren’t set up for it, the budget evaporates.
That is why our approach starts with the question of what needs to happen in the shop, and works back from there to the online campaigns.
Head office and branch
Centrally managed, locally recognisable.
Every branch works from the same strategy and the same brand guidelines. That brings calm to head office: no more separate marketing requests from each branch, but a fixed schedule. And it brings recognition: every message, from a social post to a local ad, fits the brand.
Within that framework, every shop gets its own face. Photos of its own team, local initiatives and promotions that suit the neighbourhood. Customers choose a shop for the brand, but come back for the shop itself.
What works well in one branch, we use across the rest of the chain. And we divide the budget by catchment area, so shops in the same region don’t bid for the same customer.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Frequently asked questions
About retail marketing.
Will this take up a lot of the store managers’ time?
No. We take care of the strategy, the campaigns and the fine-tuning. Now and then we ask the shops for local input, such as photos of the team or a local promotion. We set up a simple, fixed process for that.
Can you link online campaigns to store sales?
Where the data is available, we put the online figures alongside the till data per shop. How far that goes depends on the systems you use. We look at that in the audit.
How do you stop branches competing with each other?
With campaigns per catchment area and a clear campaign structure. That way two shops in the same region don’t bid for the same customer at the same time.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.