So that you’ve determined to broaden to a brand new location… congrats! Having a number of shops will allow you to widen your model’s attain and get in entrance of recent prospects.
But it surely’s necessary to do not forget that opening a brand new retailer isn’t a kind of “construct it and they’re going to come” eventualities. You may’t anticipate prospects to mechanically flock to your location whenever you open your doorways. You’ll want to do the legwork to unfold the phrase and generate foot visitors.
That will help you try this, beneath are some concepts on how one can drive phrase of mouth and visitors to your new department. Examine them out:
Discuss up your new location even earlier than it opens
You’ll want to construct up hype even when your new retailer continues to be within the works. Discuss up your retailer offline, in your web site, and through social media to boost consciousness and hold your model high of thoughts.
Right here are some things you are able to do:
In the event you’re opening a retailer that’s not too far out of your current store, you could possibly attempt to discuss up your new location to current prospects. Have your associates casually point out it (when applicable) so individuals are conscious of the brand new department.
In the event you’re working any promotions round your grand opening, make sure you give individuals a heads up by mentioning it in-store or by placing flyers inside their buying luggage after they’ve made a purchase order.
Get inventive and attempt to incorporate your promotions into different parts of your current areas. Stacked restaurant, for instance, promotes its upcoming department by placing the announcement on its coasters.
Submit updates and images of your soon-to-open retailer on social websites so your followers and followers know what’s up. Why not publish behind-the-scenes posts and provides individuals a peek of what’s in retailer?
You could possibly additionally provide you with a giveaway or promotion on social media to entice individuals to share your content material with their buddies.
One firm that does this nicely is the style retailer SheIn. Each time SheIn firm opens a pop-up retailer, the corporate talks it up on social media beforehand. SheIn even encourages individuals to share utilizing branded hashtags and giveaways.
Within the instance above, you’ll see that SheIn is freely giving the possibility to win $1,000 price of prizes to these re-post the video.
Ship out a particular e mail announcement to provide subscribers a heads up that you just’re establishing store in a brand new location. Simply just remember to’re solely sending these messages to related subscribers. Keep away from sending these bulletins to subscribers who don’t dwell round your new store.
Luckily, sending out geo-targeted emails is pretty easy when you have the best information. In the event you accumulate data on the place your prospects dwell, you’ll be able to simply kind them utilizing your CRM or e mail advertising and marketing resolution, after which arrange the marketing campaign accordingly.
Make a splash on opening day
Your grand opening ought to be a major occasion, so make investments the time to plan it. What’s your finances? What kind of theme will your occasion have? Except for buying stuff, what different actions can visitors do on the occasion? These are simply a number of the questions you must reply when cooking up concepts to your grand opening.
There are many logistics concerned right here, so you might wish to create checklists and timelines to make sure that issues go on with out a hitch. A number of the issues you must embody:
- Financing the occasion
- Drawing visitors and curiosity (invites, PR, advertising and marketing and promoting, and many others.)
- Aesthetics (i.e. themes, décor, window shows, fixtures)
- Actions and experiences (ex: photobooths, vogue reveals, meet-and-greet native celebrities)
- Documenting the occasion (photographer, videographer)
Have an irresistible hook
Discover a technique to seize individuals’s consideration on opening day. What are you able to provide that may compel consumers to go to your retailer? The fitting reply to this may rely in your store, however no matter you determine to do, make it irresistible.
One instance? When Jeni’s Splendid Ice Lotions opened a pop-up store in New York, the corporate gave away free ice cream to all visitors who visited the store on opening day. (https://spoonuniversity.com/news/jenis-pop-up-nyc)
Naturally, this bought individuals’s consideration and the shop was successful.
You could possibly additionally mix a number of choices and promos to actually hook your visitors.
Tuft & Needle a digitally-native model that sells mattresses, did simply that when it opened its retailer in Glendale, CA. To mark the shop’s grand opening, Tuft & Needle had loads of issues in retailer for visitors, together with
- free pillows to the primary 50 individuals who go to the shop
- free Mobar & Co Espresso,
- a charitable donation and free pillow for each mattress offered
Emulate the efforts for these retailers whenever you launch a brand new retailer. Don’t simply open your doorways and hope to draw visitors; drive extra individuals to your location by arising with irresistible hooks.
Encourage consumers to unfold the phrase
Increase phrase of mouth by encouraging your prospects to assist unfold the phrase. Begin together with your most loyal patrons. Contemplate giving them incentives (corresponding to invite-only occasions) and entice them to speak up your model to their buddies and followers.
Additionally remind in-store visitors to pin, publish, and share images of your retailer and merchandise on-line. Depart hints corresponding to hashtag stickers round your retailer, to subtly promote social shares.
New York & Firm, for instance, has hashtag stickers in its dressing rooms to encourage individuals to publish photos of their outfits on Instagram.
In the meantime, Snowflakes, a dessert retailer in California, has particular Instagram placemats that individuals can use when taking images of their scrumptious-looking orders.
Get some press protection
Attempt to get some press protection round your new retailer opening. Your finest wager right here can be to get in contact with native media shops and inform them that you just’re opening up a brand new retailer within the space. Why not invite them to your grand opening, or should you can, give them an early take a look at what you might have deliberate.
Having some bother grabbing the eye of the press? You might wish to rethink your pitch. Maybe the plain “new retailer” angle isn’t sufficient. If that is so, you’ll want to provide you with a compelling story to pique the media’s curiosity.
When you’ve got an fascinating story behind what you are promoting, think about sharing it. You could possibly additionally emphasize all the good issues that your retailer is bringing to the group. Are you creating jobs and reinvigorating the city? Make sure that the media is aware of about it.
Moreover, doing one thing daring at your grand opening may enable you get the protection you want. When you’ve got any stunts deliberate, or if a celeb is attending your grand opening, see to it that the media is conscious of what you might have in retailer, to allow them to provide the highlight you deserve.
Improve on-line visibility
Cowl all of your bases in terms of on-line directories, to make sure that individuals can discover you on the net.
Begin with Google, Yelp, and Fb. These web sites get numerous search engine love, which is why you must full what you are promoting profiles on these websites as quickly as you might have your new location up and working.
Add as many particulars as attainable, together with retailer hours and parking data, and embody images of your retailer.
Except for getting listed in on-line directories, think about investing in search engine optimization or search advertising and marketing to your web site or itemizing. Numerous consumers conduct on-line searches to search out and uncover native institutions, so getting your retailer in entrance of those individuals can increase your visitors in-store and on-line.
For finest outcomes, showcase your stock in your Google Enterprise profile. With 90% of shoppers trying up enterprise and stock data on-line earlier than heading to the shop, giving your prospects visibility into your product catalog provides them confidence that they’ll discover what they want at your retailer. In the end, this drive much-needed visitors and gross sales to your new location.
You may simply do that utilizing an answer like Pointy from Google, which will get your merchandise on-line, so prospects can see what’s out there earlier than heading to your retailer. Pointy integrates together with your POS system and shows your in-store stock data immediately on Google, with no information entry required.
A superb instance of a Enterprise Profile on Google executed proper comes from Whole Rush, a bicycle retailer in Richmond, Australia.
Not solely does Whole Rush’s’ Enterprise Profile comprise all of the necessary particulars concerning the enterprise, it additionally has a handful of buyer opinions and plenty of images displaying the within and outdoors of the store. As well as, Whole Rush’s Enterprise Profile on Google lists the merchandise they’ve in-store, so consumers can confirm their availability earlier than heading out.
Attempt to get your Google profile (and different listings) to this degree. Arrange your Google My Enterprise itemizing and beef it up by including numerous data, importing high-quality images, and showcasing your stock.
Getting began with Pointy is straightforward and free should you’re a Vend buyer. Simply join your Vend account, comply with the prompts, and also you’re good to go.
Opening a brand new retailer doesn’t assure foot visitors. As we talked about on this article, you’ll want to put in numerous work to drive consciousness and visits to your new location. So chuck that “construct it and they’re going to come” angle out the window, and begin placing the concepts above to motion.
Acquired different recommendations on producing buzz round a brand new retail location? Share them within the feedback.
About Francesca Nicasio
Francesca Nicasio is Vend’s Retail Knowledgeable and Content material Strategist. She writes about developments, ideas, and different cool issues that allow retailers to extend gross sales, serve prospects higher, and be extra superior general. She’s additionally the creator of Retail Survival of the Fittest, a free eBook to assist retailers future-proof their shops. Join along with her on LinkedIn, Twitter, or Google+.