The summertime is currently in full force. Additionally, traditional retail frequently sees sales decline when the temperature rises, whereas the tourism and hospitality businesses typically experience a boom in sales. Many consumers are choosing to spend their money on travel, outdoor concerts and festivals, and athletic activities, to mention a few, which has resulted in a decline in sales.
However, this downturn does not have to be accepted as the new normal. In fact, as long as they continue to sell to local clients, clever businesses may benefit from the tourism spending this time of year. There are methods to take advantage of the summer selling season regardless of whether your retail firm is largely online or also has brick and mortar locations by using a few seasonal sales-boosting strategies.
See if you can implement any of these summer marketing suggestions in your retail business.
1. Hold a summertime occasion
Who doesn’t enjoy parties? Make an event that customers will want to attend as the summer is full with BBQs and pool parties. Set up events like an in-store demonstration by one of your suppliers, a free lesson using some of your items, or a trunk show with your top vendors while cranking up the air conditioning and serving lemonade.
This not only brings more customers into your store, but it also fosters a sense of neighbourhood and patron loyalty.
DermWarehouse, a skincare and cosmetics shop, realises the value of generating in-person sales in their Columbus location despite making more than 85% of their sales online. They hold a monthly open house event series where clients may take advantage of free skincare consultations, special deals, and freebies.
Because of this, they have been able to promote their company locally, and now each event attracts more than 50 individuals. Additionally, as a result of these individuals telling their friends and family, each event — as well as revenues – keeps growing. These occasions are excellent for promoting new products and getting rid of extra inventory. Customers frequently convert later even if they don’t buy at the event.
2. Take tourists for granted
If there are a lot of tourists in your city during the summer, advertise your shop by handing out brochures at the welcome centre and getting in touch with tour operators to develop a special deal for their clients.
Make sure you’re listed on Yelp and Google Places because more than 75 percent of tourists use these review sites to make trip plans. Boost your online efforts to increase your visibility since even when they are on holiday, those travellers are still using social media.
Make sure your business appears in your customers’ feeds where they post pictures from graduation parties, holidays, and trips. This will encourage them to make a purchase. Better better, give tourists a discount code in exchange for sharing a photo of themselves using your items while on summer vacation and tagging you in the picture. This will encourage them to promote you on Facebook, Instagram, and Twitter.
Consider the following Lotus Herbals illustration. Given that summer is in full swing in the US, the brand just reposted a snapshot from one of its sunscreen users.
3. Head outside.
Make your visual merchandising something that will stop both locals and tourists in their tracks because foot traffic tends to rise during the warmer summer months. Push your store outside if possible by erecting display racks or tables on the sidewalk in front of it. People who are walking by will see what you have to offer and probably want to enter to learn more.
Your windows are prime real estate, so be sure to visually market them in an engaging manner to entice customers inside. Use a window display with a summer or trip theme, or just compile a striking visual selection of items that are most appropriate for the warmer months, such as hats and visors, sunglasses, lip balm, moisturisers, outdoor toys, etc.
Besides, use signs on the walkway or sidewalk in addition to windows to ensure it is seen. Moreover, use a sidewalk easel to advertise a sale or some new summer goods by affixing a few balloons to the sides.
Check out this outdoor sign from DressUp, a clothing company.
4. Produce summer products in limited quantities.
Speaking about brand-new summer merchandise, now is the ideal time to produce or stock limited-edition goods that appeal to tourists and the summer season. Pumpkin spice latte, anyone? Starbucks is the master of maximising seasonal items, and this spring they created a stir by collaborating with Lilly Pulitzer to produce a summer water bottle that quickly sold out.
Although collaborating with a major brand isn’t always possible, any company may create seasonal products — such as mugs, T-shirts, and stationery — that will appeal to their customers through online stores like CafePress, Vistaprint, or Printful. Get inventive and create buzz to convince people that if they don’t act now, the product will soon be gone.
This is something that Chantal Guillon’s macaron shop excels at. For particular seasons and occasions, the business always makes macarons with themed decorations.