Attracting new customers into your premises – whether as a retailer, hospitality business, service provider or anything in between – is often a struggle in itself. So the last thing you want is to have them head for the exit without purchasing anything.
According to marketing expert Steve Hughes, managing director of sensory marketing firm Mood Media Australia, businesses risk losing sales by not effectively engaging with customers on-site and by failing to convey their value on the spot.
“It's the combination of signals and ... If you walk into the store [as a customer], you need to be aware of the offering in the first place. If you're not aware of it, you're not going to be engaging in it,” he explains.
“I think this comes down to the whole omni-channel marketing that is now taking place. Retailers that do it across the board really well will engage their customers and connect their customers to the brand, because they'll push the messages out consistently across all forms – whether it's on websites, whether it's through adverts – and bringing those messages into the store.”
He adds: “The more that retailers can do that, then I think more effectively they can engage with the customers in the store.”
Steve sights franchise network Amcal Chemists as a prime example of a business that actively engages with people in-store to convey latest offers, upsell products and generally connect with its customers.
“They have something called Amcal Air radio station with some messages that goes in-store,” he says.