All traders already have the same commodities and very similar rates. The only thing they don’t have is marketing. This will allow you to be original. In conversations with store owners, I often learn that they don’t need marketing. However, when we keep talking, it usually turns out that they are intended to advertise, especially in the classic form. It comes as a surprise to them that this can be a tool that allows them to drive sales directly in the store. So far, they have relied only on promotional kiosks or posters from suppliers and have experience that if one item is highlighted and therefore more sold, then sales will decrease again relative to others, so that there is no increase as a result.
Lehits entrepreneurs love originality. Not for self-serving, but could distinguish them from the flock of sheep in the eyes of the customers.
But sales marketing (especially smart) is another thing. It is based on knowledge of psychology and assists customers in purchasing decisions.
Take the effort to put all the goods on a shelf like a ruler, for example. After all, customers love it when everything is clear. or not? But yes, if they know what they want to buy. Nobody wants to look for a bag of breadcrumbs or a wanted book for half an hour. On the other hand, there are buying opportunities to discover something unexpected. This is an instinctive situation, and if we don’t, The customer gets bored. One study found that over sixty percent of shoppers have such feelings!
“Hypermarkets increase sales. Malls increase sales. Traditional stores go bankrupt.”
Lehits sales marketing business
In a pharmacy, for example, they found that if they not only put some goods on the shelf but also mixed them with other products in a large basket with the phrase “everything is for …”, the basket would soon be emptied. Even more interestingly, the prices of the goods in the pile were higher than the prices on the shelves. Our instincts compel us to explore, and we are able to pay more for the feeling of ‘grasping’. You might say that shoppers simply haven’t noticed the same merchandise on the shelf and cannot compare prices. But why did they head to the basket right away?
Another marketing tool that encourages sales is Deprivation of the principle of self-service. Leave everything to the customer. For example, if he wants to buy something for dinner, then he must first figure out what to cook. Why can’t we help him with that in the store? Recently, the wave of interest in cooking has reached its zenith, which has been fueled by a number of thematic TV shows. When we look at how traditional commerce benefits from this, we can immediately speak of missed opportunities. Almost nobody has ever thought to support and use rediscovered home cooking ( You can read about another way to inspire customers in the article Snacks – an opportunity to sell more).
Imitation is a sure way to fail
There is also a lot of talk about online store competition. I tell myself it is competing with them when the stone shop owners behave like sheep being slaughtered. Think a little bit to understand what the Internet is lacking: it can only affect the eyes and very little hearing. But instead of taking advantage of the sense of smell, touch and taste, stone stores prefer to imitate e-stores and reduce sensory stimuli! Apparently in the idea that if they are doing well, they should do it as they do ( You can read more about this in the article How many senses do we have? One?).
This is another misunderstanding that in-store marketing has to overcome. It’s called mimicry. After November 1989, traditional merchants could set an example of entrepreneurship and follow a path that was beneficial to them. Instead, as soon as the first strings appeared, they began to mimic them. How about a mouse Hard to beat the elephant. Smaller stores are starting to compete with discounts for the cheapest. Unfortunately, the result is known. In order to save money, they replaced qualified vendors with low-paying feeders, discontinued equipment upgrades, and gave in to customer dialogue. The sale has been reduced to “Pick what you want – pay low – go ahead, don’t delay.” This is not a way to match intuitive marketing.
calendar? Hypermarkets increase sales. Shopping malls increase sales. Traditional stores fail. Is there another need to stop imitating those on a completely different level and start making small store marketing profitable? Understand that when chains offer self-service payments, should a traditional trader, on the contrary, strengthen the human factor and talk to clients? That when there are ten balances per meter of shelf in the supermarket, on the contrary, he must build on a clever mix of goods and attractive sales, so that he does not have to sell at below cost? That if the competition is based on a sterile environment, on the contrary, it should create a unique atmosphere in its store?
Portals of the past
An article published some time ago in Hospodářské noviny summed up most of the problems of traditional traders in saying that smallholders do not keep up with the times. It is not just about investing in modern technology and new equipment. It’s also a matter of turning down actions that can lead to increased sales without big money and thus earning money for necessary updates. Then it is quite appropriate when the author of the article calls them and their stores a “gateway to the past” ( While the future and present outlook as I described in the e-book Lehits in-store marketing).
Of course no one can be forced To thrive. But retail alliances are already starting to realize that these retailers are ruining their brand’s reputation and quality. If needed, they could one day start cutting out all those who don’t meet certain criteria. This would be a quick way to further breakdown of a number of smaller stores. So wouldn’t it be better to pay attention to timely marketing measures that can prevent all of this?
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