Retail marketing trends: see 6 tips for 2020 and coming years!

Every company is always seeking to connect with the target audience, promoting initiatives that can promote their products and attract new buyers. To this end, keeping an eye on trends in retail marketing is essential.

So, we prepared this article so that you can keep up to date with the main innovations that are being adopted by organizations that are at the forefront, seeking better ways to connect with their customers. Keep reading!

Why keep up with the trends in retail marketing?#

Marketing is a vital tool for any type of company. When it comes to retail, it is an integral practice of processes, as important as purchasing intelligence or the management of physical and virtual stores. It is through its techniques that retailers promote their products, attracting people who may be interested in what they sell.

In other words, marketing is the area that studies and proposes actions related to attracting customers. Philip Kotler, considered the greatest guru in the area, suggests an approach based on 4 main pillars: price, product, market and promotion. In short, it is about understanding the products offered and how they generate value for customers; what is the optimal price that allows improving the relationship between quantity sold and margin; what are the places where you should sell and the forms used for advertising.

In the end, the key to any successful retail marketing strategy comes down to understanding consumer needs. Only after being clear about the pain of your target customers will it be possible to formulate effective guidelines to build a solid relationship with them.

It is interesting, however, to remember that the demands are constantly changing. People today buy items that didn’t even exist years ago. Therefore, the ways of connecting with customers also need to evolve. By following the main trends, you can ensure that your retail is always growing, while remaining relevant in the market context.

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What retail marketing trends should you be aware of?#

The current great news regarding retail marketing is that innovation is profoundly changing everything we know. Companies are increasingly inserted in the online environment, and technologies offer new possibilities that could not have been imagined before.

So, it is necessary to move to implement these trends that are shaping retail marketing now in 2020 and also in the future!

1. Bet on the use of Augmented Reality (AR)#

Retailers that sell some types of products are using platforms integrated with augmented reality software that allow customers to “taste” the pieces quickly and interactively, providing a unique experience.

This can be done in fitting rooms that have dynamic screens and that even make suggestions based on the consumer’s profile, or even remotely, making the satisfaction rate with online purchases substantially higher.

2. Invest in the availability of products according to demand#

This is a trend for retailers in virtually every segment, seeking a significant reduction in inventory spending. Keeping many items in stock represents various costs and expenses, in addition to the fixed capital itself.

Until then, maintaining a good level of inventory at the top was essential in order not to lose sales, but that reality is changing. Today, planning is made to meet only in the short term, and sales that exceed the limit are placed on waiting lists. It is clear, however, that it is necessary to achieve a high degree of differentiation for your customer to demand your product and even prefer to wait rather than buy from a competitor.

3. Have an omnichannel presence#

Today’s media possibilities are very varied. Being where your customer is is fundamental to the retailer’s positioning. The technologies that we currently have available even allow the sales channel to be integrated, so the consumer can purchase the item practically as soon as it is impacted by a digital marketing campaign.

This tends to greatly increase the impulse sales rate, in addition to reinforcing your image in people’s imaginations.

4. Make segmented deliveries#

Something that has made more and more difference is the retailer that is able to fulfill the promise of very short term deliveries. When you segment your audience and have local partners, it is even possible to deliver on the same day of purchase, an act that undoubtedly has a great impact on customer satisfaction.

5. Invest in employer branding#

This is a trend that is strongly correlated with Human Resources and endomarketing practices. By strengthening your employer brand, you make more talent want to work in your company.

This directly affects referral marketing, since your employees start to act as promoters of your company, both to recommend it to friends who are looking for job opportunities and to recommend it to consumers.

6. Bet on the growth of subscription services#

Subscription services are growing among consumers looking for lower costs. Until then, this type of offer was very niche, with high prices. However, subscription channels are now also reaching lower cost products, but which have recurrent purchases. It’s a way of offering discounts and valuing the brand simultaneously.

We must not forget, either, the use of social networks. This is already a trend that has been going on for a few years, but it is still very strong. People spend several hours a day on these apps and usually have profiles on several networks.

It is interesting to have professionals in the area, who are able to understand and translate languages, in order to ensure that your company’s presence is as organic as possible. Today, we talk about Social Selling, and the presence in these networks is an important ally in the process.

Following the trends in retail marketing and adopting the measures that make the most sense within your reality is something that can guarantee the success of your business. Identify which investments should be prioritized, but be sure to update yourself, because accelerated technological development is making everything much more dynamic.

Did you like to learn more about the trends in retail marketing? Then, share this text on your social networks so that your friends can stay tuned too!