Retail Marketing

Opening a retail establishment isn't what it used to be. You could put up a few shelves, write a menu for a restaurant or simply sign a lease and see what happens. It's a lot more competitive these days and retail is as much about concepting and entertainment as it is about selling goods.

There are many customer touchpoints. They include:

• Psychographics and behaviors: beyond demographics, it's essential to have a complete understanding of how and what your customer thinks and how they behave in relation to your product or service. You have to get into their heads to see why they'll make a purchase (again and again).
• Multi-channel: think about how a shopper interacts with your company, from the retail experience online, through the mail, in store and on the phone.
• Store design: from the exterior to the interior, the impact of a 3-dimensional, tangible space has a powerful impact on the customer's desire to purchase and return. And let's not forget merchandising.
• Customer service: this is where the emotional connection is made; the experience should be unique, engaging, informative and helpful; not sell-y. This alone can lead to repeat business, recommendations and referrals.

To help you with your retail plans, we bring you these resources.

Location, location, location
Information to help you find just the right spot:

• Downtown & Business District Market Analysis
• ESRI
  Business Analyst Online (BAO) provides all types of reports, including demographic data, mapping and marketing analyses. Reports are available for $50.
• Loopnet
  Commercial real estate listings.
• Retail Traffic Magazine
  Info about retail, real estate and development.
• Walk Score
  Being within walking distance of your customers can be essential to the success of many types of businesses. Think coffee shops or neighborhoods with little parking. At this site, you can check the "walkability" of any address.
• WA State Department of Transportation
  Local maps and data
• Directory of Major Malls
  Allows one free search, otherwise a paid directory; also offers mall news.

Industry Research
These websites offer tons of information on consumers, trends and more

• Convenience Store News
• FMS Solutions
  Do an Independent Grocers Survey
• Food Marketing Institute
  From government regulations to supermarket facts and figures, this site offers tons of free info.
• Gourmet Retailer
• Inmar Info Source
  Lots of info on couponing, digital promotions and consumer shopping behavior.
• National Association for Retail Marketing Services
  Includes lots of free reports you can download.
• National Grocers Association
  Info and issues for independent retailers and wholesalers.
• Private Label Magazine
  Retail branding, events and links to even more useful information concerning retail.
• Retail Customer Experience
  This site is devoted to the idea that retail marketing goes way beyond price. How true.
• Retailer Daily
• Smarter Retail
  Info for independent retailers (aggregated from other sources).
• ​Stores Magazine
• Supermarket News