Retail Marketing Strategy

Course details

Today more than ever, crafting your retail strategy for the complexities of the shopping landscape is a must. It's key to build marketing plans that fully address shopper needs, showcase your unique selling proposition, and prioritize purchase conversion.

In this course, retail expert Sharon Yourell Lawlor shares how to strategically guide and market to your shopper along the path to purchase, whether they're buying in a physical store, online, or in an omnichannel journey. Sharon describes how effective retail marketing guides shoppers seamlessly along the path to purchase. She outlines how your tactics and communications can adapt along the shopper journey. Sharon also provides a checklist of criteria to incorporate into your retail strategy to successfully execute campaign plans and drive purchase conversion.

Concepts

Introduction

Build an effective marketing strategy for retail success
Define shopper marketing in retail

Step 1 - Know Your Customer in Retail Marketing

Define your target customers - Consumers and shoppers
Identify how your product benefits customers
Shopper behavioral changes that drive category growth

Step 2 - Define Your Business Value

Design a selling proposition

Step 3 - Map the Consumer Journey in an Omnichannel World

Mapping today's consumer journey in a digital world
Physical store vs. online touchpoints
Guiding shoppers along path to purchase

Step 4 - Choose Tactics to Influence Your Customers to Purchase

Use a five-point checklist for your retail strategy
Make your retail product available and highly visible
Create links and prompt inspiration in the purchase journey
Deliver value for money in your retail strategy
Build excitement in your omnichannel retail experience

Conclusion

Launching and continuously adapting a retail strategy