Retail Marketing: Top Priorities and Best Practices

Convincing potential customers to visit brick-and-mortar retail stores in an increasingly digital world can feel like pushing water uphill. After all, the explosion of online stores offering next-day delivery means consumers can shop from the comfort of their own home.

Meanwhile, the shifting sands of online search continue to present additional challenges for digital marketers. Local retail marketing strategies require constant adaptation and optimization to keep pace with the renewed focus on the AI-powered course charted by Google and other leading players.

So, how can digital marketers target their efforts most effectively? What should take priority? And which strategies offer the best chances for success?

Challenges for Multi-Location Marketing

Before we explore potential solutions, let’s examine some of the core challenges in the current marketing landscape, especially for retailers with multiple physical locations.

A number of factors feed into the unrelenting expansion of online retail, not least convenience and efficiency. In fact, the 2024 GWI Commerce Report highlighted that 59% of consumers would rather shop online than in store. In this context, brands need to make a stronger impression to persuade online buyers to swap the digital marketplace for in-person retail.

The Changing Face of Google

Google’s reputation for tinkering with its algorithms is well earned. While Google communicates significant changes, such as its August 2024 core update, their developers continuously implement smaller-scale alterations behind the scenes, and with far less fanfare.

Many of these adjustments appear designed to deliver high-quality search results that effectively address the search intent. For digital marketers, those same changes make search engine optimization (SEO) an ongoing assignment.

Although seasoned digital professionals might notice their impact, algorithm changes often remain under the radar for most users. By contrast, Google recently made significant amendments to its search engine results pages (SERPs), with changes immediately noticed by casual users. Examples include the introduction of the Local 3-Pack and – more recently – AI Overviews.

By fundamentally restructuring SERPs, Google prompted changes in user behavior, contributing in part to the rise of zero click searches. For brands seeking to raise their profiles for multiple locations, this dynamic environment can complicate efforts to develop a coherent, consistent marketing strategy.

A Wealth of Directories and Review Platforms

While Google and their competitors remain vital for effective digital marketing, they also represent only one part of the puzzle – because reviews have become essential to building trust with customers online.

In the 2024 Local Consumer Review Survey from BrightLocal, three quarters of respondents claimed they “always” or “regularly” read online reviews before making a purchase. And, while 81% of users say they rely on checking Google for reviews of local businesses, 77% visit two or more different platforms before making their decision. What’s more, over a third of respondents use social media platforms, such as Instagram and TikTok, as additional sources for reviews.

Maintaining accurate, up-to-date listings in a variety of local business directories also has a material impact on your visibility online. While platforms like Google, Facebook, Apple, and Bing might do the most for your core listings, smaller directories can boost your visibility among customers actively looking for local businesses.

Types of Retail Marketing

Retail marketing comes in many forms, from eye-catching in-store displays to cutting-edge digital campaigns. Let's explore the diverse types of retail marketing and how they drive sales and engagement in today’s competitive landscape.

1. In-Store Marketing

• Point-of-Sale (POS): Strategically placed displays near checkout counters to encourage impulse purchases.

• Product Demos: Effective product placement and visual presentation to draw attention and enhance the shopping experience.

• Events: Hosting in-store events like product launches or workshops to engage customers.

2. Digital Marketing

• Search Engine Optimization (SEO): Creating online content like blogs and store listings for local and organic search visibility.

• Social Media Marketing: Engaging customers through platforms like Instagram, and Facebook with promotions, shoppable posts, and user-generated content.

• Email Marketing: Sending personalized emails with promotions, updates, and exclusive offers to drive traffic and conversions.

3. Loyalty and Rewards Marketing

• Loyalty Programs: Encouraging repeat purchases through points, discounts, or exclusive rewards.

• VIP Clubs: Providing premium benefits to loyal customers for enhanced experiences.

• Subscription Services: Offering perks like free shipping or discounts for a recurring fee.

5. Promotional Marketing

• Seasonal Promotions: Aligning discounts or campaigns with holidays or events.

• Flash Sales: Creating urgency through limited-time offers.

• Bundles and Discounts: Encouraging customers to purchase more through package deals or tiered discounts.

6. Experiential Marketing

• Interactive Experiences: Offering AR/VR experiences or in-store tryouts.

• Pop-Up Shops: Creating temporary retail spaces to generate buzz.

• Thematic Campaigns: Designing immersive store displays around specific themes.

7. Mobile Marketing

• Push Notifications: Sending location-based or personalized notifications via apps.

• Mobile Wallet Campaigns: Using Apple Pay or Google Wallet to share discounts or loyalty cards.

• Text Message Marketing: Providing updates, offers, or reminders through SMS.

9. Affiliate and Influencer Marketing

• Affiliate Partnerships: Collaborating with bloggers or websites to promote products for a commission.

Influencer Campaigns: Partnering with social media influencers to showcase products and attract their audience.

Tried-and-Tested Retail Marketing Techniques

Now that we’ve outlined the key challenges, let’s turn our attention toward solutions.

At an overarching level, digital marketers should still pay careful attention to the fundamentals: effective SEO, unique content, and an unerring focus on users’ search intent. Yet, marketing multiple brick-and-mortar locations online is a specialist field in itself and calls for a considered, systematic approach.

We’ve compiled five focus areas to guide your multi-location retail marketing efforts, along with a handful of tips and techniques you can implement right away.

#1: Review Your SEO Strategy to Optimize Visibility

Online visibility will be crucial as we move(d) into the hybrid era of retail digital marketing. Retail businesses should target the Local 3-Pack to leverage the power of local search and reach nearby customers with a pre-existing interest in your products.

In practice, this means making it as easy as possible for customers to take the plunge and visit your store in person. Make sure you have entries across all of the relevant directories, such as Google Business Profile, Apple Business Connect, Bing Places, and Yelp. The more platforms you serve, the more users you’ll reach.

The next step is updating these listings regularly with accurate information and relevant, authentic content. This sends clear trust signals to Google and breaks down barriers that might otherwise dissuade online users from visiting in person.

Also, ensure your local inventory is visible online. Tools like Google’s Local Inventory Ads allow customers to check product availability at specific store locations before visiting, which reduces frustration and increases in-store traffic.

#2: Leverage the Power of Positive Reviews

A clear-eyed focus on reputation management can also boost your locations’ visibility online. The core process of review management involves monitoring and engaging with customers’ reviews to celebrate positive feedback, acknowledge negative feedback, and foster connections with your customers.

Don’t underestimate their importance: 98% of customers read or write reviews for local businesses, making review platforms a vital communication channel for your locations. Besides boosting your stores’ visibility online, reviews also present a source of store-specific feedback – an invaluable tool for identifying best practices.

You should try to cover a wide array of review platforms to maximize engagement with customers, bolster your online reputation, and optimize visibility.

#3: Engage with Your Community on Social Media

Younger generations in particular turn to social media platforms for information about local businesses and other consumers’ opinions. In fact, over a billion people connect with businesses via Meta’s messaging services each week, so social media remains a valuable tool for forging links between your stores and their local communities.

Social media platforms enable each of your locations to curate a unique identity and engage with locals, ultimately contributing towards establishing your stores as local favorites. Also, encourage your customers to share their in-store experiences online. Run social media campaigns featuring hashtags, photo contests, or review incentives. UGC acts as authentic, trusted content that can inspire others to visit. Moreover, hyperlocal ads can target specific geographic areas, helping to drive footfall to nearby stores.

#4: Drive Footfall with Foolproof Locators

A central element of converting searches to sales is making it easy for customers to find out exactly where your stores are, when they are open, and how they can get in touch if they have questions.

Integrate a locator (and local pages) into your website, ensuring that the information remains absolutely consistent with your listings on Google Maps, Apple Maps and other location services. Providing flawlessly updated information on all your stores removes another wall between online and offline shopping, so customers can plan visits at their convenience.

And since modern customers expect seamless transitions between digital and physical channels, utilize strategies like:

• Offering buy-online, pick-up in-store (BOPIS) options.

• Integrating loyalty programs across all touchpoints to encourage repeat visits.

Moreover, AI tools can streamline marketing efforts and improve the customer journey. Use personalized recommendations based on customer browsing or purchase history to encourage upsells, or implement chatbots to provide instant support and drive engagement.

#5: Define Metrics to Guide Your Approach

The best practices for converting online browsing into in-person purchases apply broadly to digital marketing techniques for multi-location businesses. Nevertheless, constantly developing your specific strategy drives results. A boutique furniture brand with a handful of high-end locations needs a very different retail marketing strategy versus a chocolate manufacturer with dozens of family-oriented stores. Informative, clearly presented data is essential for digital marketers who want to examine different locations’ performance and glean actionable insights.

One Platform, Vast Possibilities

While multi-location retail businesses tend to face similar challenges, tailoring your specific digital marketing strategy remains key. A considered, structured approach, built on reliable data and a carefully cultivated reputation, offers the most effective way to drive footfall and turn search into sales.

An integrated platform like Uberall can help you tackle these wide-ranging challenges by managing listings, profiles, and social media posts for multiple retail locations from a single, centralized solution. Get in touch to arrange a free consultation!