DW's Blog

Attracting New Shoppers

by DW Green — June 8, 2017

Change is a good thing

Often times when sales and customer counts are flat or declining, a bold, new visual look and go-to-market strategy can shake up a market. Unveiling a new advertising look can create excitement with customers and employees alike. Plus change is normally a good thing. Non- shoppers are the biggest source for new primary customers and new revenue.

Advertising and marketing that is developed in the context of themes and storytelling is the best way to attract the attention of non-shoppers. And the presentation of those themes and story’s must be applied differently to each marketing platform. For example, the print ad that is posted on the website must minimally become an interactive tool to add sale items to a shopping list. A searchable item list is better. A pdf of an ad on a mobile device is not effective at all. It’s very important that advertising and promotions are well integrated into all marketing platforms, including in-store signage. This message and activity integration builds momentum, resulting in more sales and more customers. What makes this all work so well is the planning. The sales benefit alone from just sharing a great plan with employees is amazing.

No question that the retail shopping experience brings customers back to the store. But meaningful, impactful advertising is what gets them there in the first place. Ever wonder how many consumers in your market area have never set foot in your store?