Successfully opening your points of sale thanks to local marketing
Posted: Sat Dec 28, 2024 7:11 am
According to the INSEE, France has around 300,000 retail outlets 1 . Competition is very strong. To open a new establishment, you must therefore prepare well in advance.
The key to a successful opening is to take into account the local context. Although of course you will be able to rely on the strength of your brand network to generate traffic in your new store.
Catchment area, point of sale marketing , prospecting, local marketing plan, events, customer journey... discover our advice so you don't forget anything and successfully open your points of sale !
1. Choose your location and catchment area carefully
2. Define a local marketing plan to attract customers to the point of sale
3. Focus on the customer experience within the physical point of sale
Conclusion
open panel - choose your catchment area
1. Choose your location and catchment area carefully
First of all, you need to study the planned buy egypt cell phone number list location of your new establishment. What is your catchment area ? What are the customer types? How far do they travel to come to physical points of sale? What are their consumption habits? Who are my competitors and what prices do they charge?
The catchment area is used to determine the level of attractiveness of your point of sale. It is calculated in concentric circles, by isochronous curves (travel time to come to the store, 10 minutes on foot) or by isometric curves (distance traveled, 10 km).
To answer all these questions, which are essential for successfully opening your point of sale , we recommend that you carry out a market study.
shopping bags – attracting customers at the point of sale
2. Define a local marketing plan to attract customers to the point of sale
To promote your new establishment, generate in-store traffic and therefore turnover, you must give it maximum visibility.
To do this, it is necessary to define a local marketing plan and an appropriate communication strategy.
Prospect and communicate locally to make yourself known
To attract customers to your new physical point of sale , you need to make yourself known!
Start by prospecting within your catchment area . Did you know that you can rent contact files targeted by geographic area? For example: women who live within a 20 km radius of your future establishment. All you have to do is send text messages and emails to announce the upcoming opening of your point of sale!
You can use ready-to-use tools and templates, in particular thanks to a local digital marketing platform .
You also need to integrate yourself visibly into your local economic activity area. Communicate on billboards, with flyers in mailboxes or even by covering your window.
Don't forget local web marketing . Invest in geolocalized ads that Internet users will see on the web, social networks and even in their GPS. To multi-publish and manage everything in the same place, you can also rely on a local marketing platform . Google Ads, Waze ads, Facebook ads... presto, your visibility will be optimal!
Prospecting SMS
Example of a prospecting SMS
Work on your local SEO in advance
To successfully open a point of sale, you need to be well referenced. That consumers can directly find the information they need (opening times, address, etc.) to promote web -to-store .
Work on your online visibility by creating a dedicated Google my business profile . This will allow you to be well referenced in Google Maps and improve your local SEO. Indeed, 86% of people search for the location of a business on Google Maps 2 .
Following the opening, you will need to regularly update this page with Google posts, useful information, respond to customer reviews, etc. to always optimize your local SEO. The more visible you are on the web, the more customers you will attract to your physical point of sale !
We also advise you to work on the SEO of your website, to update the storelocator with your new point of sale, and of course to communicate about the opening of your new establishment!
Finally, open dedicated pages on social networks . These will allow you to be visible to local users, as in the example below where Facebook Places pages appear directly.
Facebook location page florist Rennes
Facebook search results for “florist Rennes”,
well-referenced dedicated pages appear directly
Whether for your Google my business pages or on social networks, a local digital marketing platform can help you simplify their management.
Make your establishment's opening an event to generate in-store traffic
A point of sale opening cannot take place without an event to mark the occasion. Several choices are available to you: launch party, launch promo days, live shopping preview, etc.
In any case, the winning recipe is a combination of exclusive promotions that make consumers want to discover the new product and a well-defined local communication plan .
Let's take the example of the Naturalia franchise. When it opened its new point of sale in Guérande, the brand organized a full event day. A smoothie bike competition and a "win your gift" campaign were all there to attract customers to the point of sale!
Regarding live shopping, did you know that 70% of consumers in France, the United Kingdom, Spain and Poland are now interested in this innovative and immersive online consumption method 3 ? Why not give it a try? You can also offer vouchers to generate traffic to your point of sale .
Naturalia brand – launch event
New Naturalia point of sale in Guérande -
Launch event day
smiling woman – customer experience in physical point of sale
3. Focus on the customer experience within the physical point of sale
To successfully open your points of sale, you have to attract customers to the store . But you also have to make them want to come back!
To do this, you need to consider the customer's journey and experience within your establishment. Is my point of sale welcoming? Design? Is it easy to move around the aisles? Is the music pleasant? Is the merchandising optimal?
The more enjoyable the consumer has, the more likely they are to come back and generate positive word of mouth about your point of sale.
You can also invest in interactive terminals that allow you to collect customer reviews directly on site. These reviews will feed your Google business profile and improve your online SEO!
Finally, don't forget the importance of recruiting your staff. To successfully open your point of sale, you need professional and friendly employees who will make customers want to buy and come back!
The key to a successful opening is to take into account the local context. Although of course you will be able to rely on the strength of your brand network to generate traffic in your new store.
Catchment area, point of sale marketing , prospecting, local marketing plan, events, customer journey... discover our advice so you don't forget anything and successfully open your points of sale !
1. Choose your location and catchment area carefully
2. Define a local marketing plan to attract customers to the point of sale
3. Focus on the customer experience within the physical point of sale
Conclusion
open panel - choose your catchment area
1. Choose your location and catchment area carefully
First of all, you need to study the planned buy egypt cell phone number list location of your new establishment. What is your catchment area ? What are the customer types? How far do they travel to come to physical points of sale? What are their consumption habits? Who are my competitors and what prices do they charge?
The catchment area is used to determine the level of attractiveness of your point of sale. It is calculated in concentric circles, by isochronous curves (travel time to come to the store, 10 minutes on foot) or by isometric curves (distance traveled, 10 km).
To answer all these questions, which are essential for successfully opening your point of sale , we recommend that you carry out a market study.
shopping bags – attracting customers at the point of sale
2. Define a local marketing plan to attract customers to the point of sale
To promote your new establishment, generate in-store traffic and therefore turnover, you must give it maximum visibility.
To do this, it is necessary to define a local marketing plan and an appropriate communication strategy.
Prospect and communicate locally to make yourself known
To attract customers to your new physical point of sale , you need to make yourself known!
Start by prospecting within your catchment area . Did you know that you can rent contact files targeted by geographic area? For example: women who live within a 20 km radius of your future establishment. All you have to do is send text messages and emails to announce the upcoming opening of your point of sale!
You can use ready-to-use tools and templates, in particular thanks to a local digital marketing platform .
You also need to integrate yourself visibly into your local economic activity area. Communicate on billboards, with flyers in mailboxes or even by covering your window.
Don't forget local web marketing . Invest in geolocalized ads that Internet users will see on the web, social networks and even in their GPS. To multi-publish and manage everything in the same place, you can also rely on a local marketing platform . Google Ads, Waze ads, Facebook ads... presto, your visibility will be optimal!
Prospecting SMS
Example of a prospecting SMS
Work on your local SEO in advance
To successfully open a point of sale, you need to be well referenced. That consumers can directly find the information they need (opening times, address, etc.) to promote web -to-store .
Work on your online visibility by creating a dedicated Google my business profile . This will allow you to be well referenced in Google Maps and improve your local SEO. Indeed, 86% of people search for the location of a business on Google Maps 2 .
Following the opening, you will need to regularly update this page with Google posts, useful information, respond to customer reviews, etc. to always optimize your local SEO. The more visible you are on the web, the more customers you will attract to your physical point of sale !
We also advise you to work on the SEO of your website, to update the storelocator with your new point of sale, and of course to communicate about the opening of your new establishment!
Finally, open dedicated pages on social networks . These will allow you to be visible to local users, as in the example below where Facebook Places pages appear directly.
Facebook location page florist Rennes
Facebook search results for “florist Rennes”,
well-referenced dedicated pages appear directly
Whether for your Google my business pages or on social networks, a local digital marketing platform can help you simplify their management.
Make your establishment's opening an event to generate in-store traffic
A point of sale opening cannot take place without an event to mark the occasion. Several choices are available to you: launch party, launch promo days, live shopping preview, etc.
In any case, the winning recipe is a combination of exclusive promotions that make consumers want to discover the new product and a well-defined local communication plan .
Let's take the example of the Naturalia franchise. When it opened its new point of sale in Guérande, the brand organized a full event day. A smoothie bike competition and a "win your gift" campaign were all there to attract customers to the point of sale!
Regarding live shopping, did you know that 70% of consumers in France, the United Kingdom, Spain and Poland are now interested in this innovative and immersive online consumption method 3 ? Why not give it a try? You can also offer vouchers to generate traffic to your point of sale .
Naturalia brand – launch event
New Naturalia point of sale in Guérande -
Launch event day
smiling woman – customer experience in physical point of sale
3. Focus on the customer experience within the physical point of sale
To successfully open your points of sale, you have to attract customers to the store . But you also have to make them want to come back!
To do this, you need to consider the customer's journey and experience within your establishment. Is my point of sale welcoming? Design? Is it easy to move around the aisles? Is the music pleasant? Is the merchandising optimal?
The more enjoyable the consumer has, the more likely they are to come back and generate positive word of mouth about your point of sale.
You can also invest in interactive terminals that allow you to collect customer reviews directly on site. These reviews will feed your Google business profile and improve your online SEO!
Finally, don't forget the importance of recruiting your staff. To successfully open your point of sale, you need professional and friendly employees who will make customers want to buy and come back!