HOW CAN I COMPETE DURING KEY SELLING WEEKENDS?

Q: We didn’t see as much traffic as we used to on Black Friday weekend. From what I’ve been reading, more and more business is moving online. As a brick-and-mortar retailer, how can I compete during these key selling weekends?

Steve Pruitt: That’s a good question and an important one for many brick-and-mortar retailers. You’re right – e-commerce continues to grow and many wonder how they can beat the convenience. The answer is by giving customers a better experience and making your store fun. But at the same time, you need to consider how you can take advantage of digital marketing to drive customers into your store.

First, think about how you push promotions. The digital environment has really leveled the field by offering promotions to customers, no matter where they live. And the great deals out there are all planned promotions. You have to play the game or miss the business.

As you look at upcoming seasons, figure out how much promotional product is needed. To succeed you need to steal strategies from e-commerce retailers, embrace digital marketing/selling, develop a promotional game plan and offer a great experience.

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