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Promotion is a widely used sales strategy, especially during the end-of-year season when various marketing tactics are in play. While these strategies can be effective, they often overwhelm consumers, making it hard for them to keep track of all the offers. For merchants, however, the first priority is always to effectively communicate the promotion details. The key question is: how can we spread this information in a timely and impactful way to achieve the core goal of the promotion? This article will explore that very issue.
On January 6th, the author visited a well-known local shopping mall on a business trip and noticed that the Jack Jones counter was offering a 50% discount. It's unusual for a brand like Jack Jones, which typically doesn't run discounts, to suddenly offer such a big deal. One would expect a significant increase in foot traffic, but according to the author’s observations, the store’s visitor numbers were almost the same as usual. This indicates that even though the promotion was launched, it failed to deliver the expected results—wasting both time and resources, and potentially undermining future promotional efforts.
As we know, the main objective of any promotion is to attract customers and boost sales. But what went wrong in this case? After some research, the author discovered that the problem stemmed from poor communication of the promotion itself. As a regular customer of Jack Jones, the author only found out about the discount through a chance visit to the Liqun shopping mall. That’s a clear sign of ineffective outreach.
When it comes to promotions, the success depends heavily on how well the message is communicated. If customers aren’t aware of the promotion, then the whole effort is wasted. Many stores simply post discount cards inside the store, which limits their reach significantly. To improve this, there are two main approaches: in-store (counter) promotions and single-store promotions.
First, for in-store promotions, leveraging member data is crucial. Member databases have become a standard part of many businesses, yet many still fail to use them effectively. For example, while beauty salons make full use of their membership systems during promotions, clothing stores often neglect this powerful tool. These members are a loyal and predictable group that can help drive sales.
Another important step is to create multi-channel communication. In addition to placing discount cards in the store, using mall-wide channels like POP displays, X-stands, and DM flyers at checkout counters can greatly enhance visibility.
For instance, a clothing store called Aifu in Wanda Shopping Mall initially had no noticeable change in foot traffic during its promotion. However, after negotiating with the mall management to place X-stands at major entrances and distributing DMs at service counters, the store saw a dramatic increase in visitors. They also partnered with nearby shops to cross-promote, offering small vouchers to customers who shopped elsewhere. These efforts led to a sharp rise in sales.
Online promotion is another effective method. By using local community forums or city portals, merchants can reach a broader audience at a low cost. For example, a cosmetics brand named French Poetry (pseudonym) promoted its sale by posting on local news sites and engaging in forum discussions, sparking online interest and driving traffic to the store.
For single-store promotions, the approach is slightly different. Since individual stores don’t have the same level of support as mall counters, they need to be more flexible. They can plan promotions over a few days or a week, using methods like flyer distribution, event hype, and social media engagement.
Key considerations for single-store promotions include creating attractive deals and building a strong atmosphere. For example, a children's toy store called Niu Niu held a three-day cashback promotion. To generate buzz, they organized a large electric toy parade on the pedestrian street, drawing crowds and encouraging parents to enter the store. This not only increased foot traffic but also boosted sales naturally.
In conclusion, successful promotions require more than just setting up a discount. Merchants must actively promote their offers through multiple channels, engage with their audience, and ensure the message reaches the right people. Just as businesses transition from "sitting and waiting" to "actively trading," promotional efforts must go beyond self-entertainment and truly connect with customers.