As a business leader, you’re focused on your retail strategy. You’re preoccupied with everything from trends, manufacturing, management, supply and pricing. After all, these important components make it possible for your business to exist in the first place.
The thing is, a retail strategy will only get your brand so far. If you want to achieve real success, your retail strategy has to connect with how you sell your brand.
Why You Should Connect PR And Retail Strategy
Retail doesn’t happen in a vacuum. Actually, no single component of your business operates on its own. In my experience, when you embrace a holistic approach to promoting your brand, you’ll see increased brand recognition, customer loyalty and an improved bottom line.
For example, our fast-paced digital age means you need to build constant excitement for your brand, both in store and online. You could have the best product and customer experience, but without PR, no one will know about it. Embrace PR at every step of your retail strategy.
How To Align PR And Retail Strategy
PR is about more than press releases. It’s all about building buzz for your brand for more customer excitement — no matter how stiff the competition. Here’s how to do just that:
Retail buyers can make or break your business. But they hear dozens of pitches from brands every year. How can you make yours stand out?
Instead of cranking out a boring PowerPoint or printing long spec sheets, use PR to make the sale. For example, buyers love to see articles and social media mentions about your brand. This demonstrates to a buyer that you’re in demand and your customers trust you. Use this coverage to excite buyers about partnering with you. As a bonus, this coverage also helps you build trust with buyers to remove more barriers during the buying process.
Host localized promotions.
Do you have a location that’s underperforming? Your retail strategy might not be to blame. More often than not, it’s a lack of awareness and clear branding that leads to underperforming stores within a proven retail concept.
Concentrate your promotions and energy on stores with slower sales. This way, you’re giving a leg up to stores that really need it. Target journalists, influencers and the media local to your store. Sometimes all you need are local voices singing your praises. Local coverage will help you bring more foot traffic to your store, boosting the sales slump.
Got a new product in the pipeline? Great! Don’t quietly place it on the shelf. Get loud and announce your new product. Build buzz and get people talking about your product well in advance of any launch.
Consider partnering with a trusted PR firm to strategize for your product launch. Tactics like launch events, coupons and exclusive sneak peeks build buzz for better sales. Target specific locations and stores to get more in-store traffic on the big day.
Establish strategic partnerships.
Your retail locations depend on partnerships. While your retail strategy might focus on buyer relationships, other partnerships matter, too.
Influencers have plenty of ways to promote your products. Influencers are a great way to affordably connect with audiences in your niche and build trust quickly. Ask influencers to go into your store and share their shopping experience with followers. Better yet, ask them to do unboxing videos, reviews or tutorials featuring your brand. Influencers give you an immediate in with your target audience, which helps to boost retail orders.
Consider other partnerships for your PR strategy, too.
Join forces with a non-competing, complementary business to co-promote your brands. For example, if you’re a makeup brand, you might partner up with a hair brand.
Charities are also another great partnership avenue. You can promote both your retail business and highlight a good cause. Try partnering up with a charity connected to your offerings. If you sell jewelry, consider partnering up with a Fair Trade charity. Not only will this help you do good in the world, but a charitable cause builds even more buzz for your brand.
The Bottom Line
Need a better retail strategy? Look no further than a smart PR campaign. The right PR supports your sound retail strategy, connecting your brand with a wider audience. Build interest in your brand by aligning PR to retail strategy — you never know where the limelight will take you.