Seven Ps of Marketing - Place
Consider when and where your products and services are available.
Ensure your products and services are easily available to the customer.
Research who your customers are and their buying habits and alter your business practices to suit their needs.
When to sell on the the high street:
- Your customers want your product immediately e.g. a new tyre.
- Your product has a short shelf life e.g. fresh food
- Your product demands a high level of service e.g. tailoring
- Your product has a niche market e.g. bridal wear
- Your product has a strong emotional element e.g. cars
- Your product has a high ticket value e.g. furniture
- Your product is a luxury item e.g. jewellery.
- Your product needs to experienced e.g. clothing.
When selling on the high street ensure that you offer premium customer service.
The reality is that customers will treat your store as a showroom before searching for your products online. Make it easy for customers to buy and difficult for them to walk away. Offer incentives for people to buy there and then.
Have an online store.
Most products and services can be sold online. Treat your online store as a separate business to your ‘bricks and mortar’ store with its own separate accounts. This will ensure you know the profitability of both.
Online or on the High Street, make sure your business proposition is highly visible and that prospective customers do not have to search for it.
Take your business to the customer.
Traditionally businesses have waited for customers to come to them. By being proactive and taking your business to the customer you are making life easier for the customer to buy.
Find out what time of day your customers prefer to make their purchases
Adjust your opening times accordingly.
Know the touch-points where you and your customer make contact.
These could include: online, newsletters, social media, in-store, telephone, email, customer service. Use all theses touch-points to reinforce your brand and to sell your products and services.
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