In-person retail business has been up and down throughout the past year. In 2020, online sales surged ahead due to the pandemic, but in the second half of 2021, things have changed.
With COVID cases lessening throughout the U.S, brick and mortar businesses are racking their brains on how to capitalize on new audiences.
And we’ve got some ideas to help! Let’s dive into how some well-researched data insights can help your retail business in the second half of 2021!
In some areas, retail is booming! But in other parts of the nation? Not so much.
This is why location data is critical for knowing where to place your marketing funds. We like to layer multiple forms of information (drive data, USPS, and residential) to get the clearest picture.
(i.e Who’s nearby to your business, and if they’re worth targeting!)
With certain areas having higher vaccination levels than others, it’s important to target efficiently and not waste marketing dollars!
One of the best parts about being a data-driven marketer is that you can combine multiple data sets to dive deeper than your competition can. Here’s a great chance for that!
In addition to location data, demographics are a perfect complement.
Age – A KEY indicator of whether or not a customer will be comfortable shopping in-person.
Income – As mentioned by this article, in-store sales growth has been the highest in areas with higher income.
Marital Status – Singles may be fine with shopping online, but couples tend to enjoy in-person experiences.
After identifying the traits mentioned above in your audience, location data can tell you where these customers are in relation to YOUR business.
Sounds like the ingredients for an effective, targeted marketing campaign!
Now that you’re armed with the location and demographics of your audience, it’s time to figure out their opinion towards your “type” of business specifically.
As marketers, we know customer loyalty is critically important. Customers may be willing to shop in-person at certain stores, but not others.
For example, as this article states, consumers were invigorated to support small and socially-conscious businesses during the pandemic. An emotional connection to a business or its mission will prompt customers to engage…even during a pandemic!
Your business may have attractive aspects like this too! And by using audience propensity data, you can uncover which aspects of your business you should advertise the most!
What’s The Key To Retail Business This Year…?
Generating in-person retail business doesn’t have to be a struggle. In fact it can be a lot of fun!…If you have the right information that is!
The key is understanding where your customers are coming from, and how they’d like to be served. Understand their needs and wants…and fulfill them!
An of course, feel free to give our solutions a try. We love to see our readers succeed!
(P.S. We have a nice infographic below to help summarize the key points we covered above.)