Excellent customer service is your secret weapon. “According to HubSpot, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service (2023)”. In the retail sector, where face-to-face interactions are the norm, turning every customer interaction into an unforgettable experience can mean organic promotion.
Example: A local bakery spent no money on marketing. Instead, they trained their staff to greet every customer warmly, offer free samples, and remember regulars by name. The result? Loyal customers shared their experiences online, and word-of-mouth brought in new patrons consistently.
Thought to Ponder: Are your frontline employees equipped to be your brand ambassadors?
2. Leverage the Power of Storytelling
Connect to people’s stories, not sales pitches. Share the journey behind your product or service. It could be on your website, in-store interaction, or through social media. A great story humanizes your brand but makes it relatable.
Example: A shoe brand shared its journey in sourcing sustainable materials and working with local artisans. Their story resonated with eco-conscious shoppers, and they received media coverage without spending on ads.
Question to Reflect On: What’s the story behind your product that could connect with your audience?
3. Encourage User-Generated Content
There is nothing more authentic than content made by your customers. “Research shows that 79% of consumers say that user-generated content has a huge influence on their purchasing decisions (Stackla, 2022)”. Encourage your customers to share pictures, reviews, or videos of your product in action.
Example: A small coffee shop encouraged customers to upload photos of their drinks by creating a unique hashtag. Their Instagram following doubled within weeks, and new customers poured into the store.
Think About It: How will you encourage customers to share love for your product organically?
4. Partner with Local Communities
Building partnerships within your immediate local community can be huge. Sponsor small events, collaborate with local influencers, or host workshops to get relevant attention.
Example: A gym partnered with local health food stores to host wellness workshops. Besides boosting footfall, the brand became a local beacon.
Think About This: What local partnerships can be created to amplify your impact?
5. Create FOMO with Limited-Time Offers
Fear of missing out (FOMO) is a strong motivator. Introduce exclusive offers or limited-edition products, and make much of their lack of availability to create scarcity.
Example: A cosmetics brand did a pre-order for a limited-edition holiday collection at early access events. A buzz around the scarcity that it was going to disappear soon led to sell outs in days.
Think to Think: How can you ensure that your product or service feels like a must have, right now?
6. Engage Through Pop-Up Events
Pop-up events can generate a lot of excitement and can be a memorable experience for your customers. At the same time, you get to test new markets.
Example: A clothing brand has put up a weekend-only pop-up in a busy urban area. It offered a curated collection and live music. The exclusivity of the event drew a big crowd and generated social buzz on social media.
