Retail Marketing Strategy
38mIntermediate2022-03-17
Authors
Sharon Yourell
Retail Marketing Strategist and Consultant
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.
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.
Skills covered
Marketing StrategyMarketingDeep Dive (X:Y)
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