You can also provide individual printouts at the entrance for customers to take while shopping.
In the mini cart on your website, you expose consumers to complementary products they may not have known existed.
The printouts here show the same and tell the user exactly where it exists.
Don’t forget to include a tiny image of the product, as this helps them visualize it.
Trending themes may inspire the consumer who isn’t sure what to do, similar to someone searching for “best party themes for a 6-year-old birthday.”
The goal is to raise awareness of upsells and get customers to add them to their carts.
This strategy also converts browsers into buyers because you’re solving their problems by identifying the best themes.
When you include the top-selling products by theme, you drive exposure to increase AOV and total items per purchase as they now see more ways to make the party better.
Tip: If there is an increase in specific items by location, the retail teams could report this back to the web team, and the web team can use personalization to ping the IP address and recommend the top-selling upsells and cross-sells so it works both ways.
In-store internal linking and site structure
Showing the top-selling products by theme or occasion is the same concept as internal links and site structure.
You’re taking the person to a specific collection or product, just like linking a main category to a specific subcategory or a keyword phrase in a blog post to a product page.
You’re bringing the person directly to the solution so they can either learn more or find the desired product faster.
The goal is to help the user find the solution as quickly as possible and discover new pages or products they may not have known about but are relevant to their situation.
Digital concepts in various retail settings
There’s no shortage of ways to apply your digital marketing skills to retail shopping and merchandising.
It’s a matter of going to a store to buy something and being unable to find a solution without the help of an employee.
Employees are important, and so is getting a customer a solution without waiting until one frees up.
Think about a trip to the hardware store. From air filters to water tanks, if they had a comparison between them or examples we give on our websites, they could convert more customers without making them wait for an associate to help.
The customer would have a better in-store experience and may return to that location vs. shopping elsewhere because you made shopping easy.
If you’re eco-conscious, place a tablet at the beginning of each aisle to allow users to see comparisons, find compatibility information and have FAQs.
Now, the consumer can access all the information needed, like which laptop computer is best for work travel. They can even request that the laptop be brought to them on the tablet since expensive electronics are usually locked up.
This gets them the solution and product in hand like a food runner helping a server while the team members are busy helping others.
We apply these digital concepts to our retail clients and sometimes include retail strategies, such as the words customers use more frequently in-store, in our website nomenclature.
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