/U/Marketing

Specifically, we wanted to identify the retailers that are doing a great job at keeping customers happy and what they’re doing right. We’re happy to report that the LinkedIn community didn’t disappoint. You can check out the best answers below, but here are some key takeaways:

• The majority of people who responded to our poll said that their favorite retailers offer amazing customer service from non-pushy salespeople.

• While low prices matter, most respondents didn’t mention price as their #1 reason for loving a retailer.

• In fact, for many of the respondents, merchandising, store layout, and product quality seem to matter a whole lot more than low prices.

• People want to shop from retailers who share their values and stand for something.

• Having a great return policy doesn’t hurt!

Want to get deeper insights into these takeaways? Have a look at our favorite comments below.

Sephora – “They’re extremely helpful, but I never feel pressured to buy something I don’t love.”

“My absolute favorite place to shop is Sephora — particularly the one at The Fashion Show Mall in Las Vegas.

I love everything about the store. It has a more intimate layout compared to other stores, but it’s not cramped. The product is always displayed in the most accessible fashion; for example, new trends, popular best selling products, etc. There’s access to help if you need it, and they can help you regarding skincare, makeup, gifting, prices, personal lifestyle choice, etc.

The one thing that I absolutely love about this particular location is that they’re extremely helpful, but I never feel pressured to buy something I don’t love. The choice is mine. I tend to buy anyway because of the great products and a lovely staff. I never leave feeling buyer’s remorse or dissatisfied. Five stars all around from one very happy and loyal client.”

– Tiffany Grant, Styliste at AllSaints

Nespresso – “It all created a feeling and ambiance of a club we all want to be a member of.”

I went along to the Dubai Mall and took a look at the Nespresso store there. In the biggest shopping mall in the world, the store was just as impressive. With the usual blend of a tasting counter mixed with several ‘stations’ where expert barista advice was on hand, it all created a feeling and ambiance of a club we all want to be a member of.

– Andrew Busby, Founder & CEO at Retail Reflections

White House Black Market – “They reward my loyalty and market to me appropriately.”

“I tend to be a loyal shopper with White House Black Market not only because their styles consistently fit and flatter, but also because they reward my loyalty and market to me appropriately (knowing my historical purchases).

I buy online and in-store and when I’m shopping in-store, the store staff are experts at getting me to try on and usually buy more (complimentary) items without feeling pressured to purchase.”

– Kate Deurloo, Sr. Manager Global Shopper & Omnichannel Activation at LEGO

I Heart Denver Store – “It’s an interesting experience to see the well-made goods and learn about the small businesses.”

“The I Heart Denver Store in Denver because the two retail stores only sell locally made (200+ brands/makers). The staff and customer service is great! I love the look and merchandising. It’s an interesting experience to see the well-made goods and learn about the small businesses.”

– David Sandusky, Co-Founder at Idea Chíc

IKEA – “Good and efficient layout and merchandising.”

“For me, it’s definitely IKEA. I can have my meals before shopping. Their stores’ merchandising and layout are really efficient and promote a comfortable shopping ambiance. Plus, their employees are friendly and they have a great exchange and refund policy. Most importantly, IKEA cares about corporate social responsibility.”

– Lex Sim, Retail and Business Consultant at VSI

Bailey Nelson – “The staff are attentive without hovering over you.”

Bailey Nelson. As soon as you walk into the store you receive a welcoming reception. The staff are attentive without hovering over you and provide advice and recommendations when needed.

Their product selection both online and instore is consistent and they can fit your specs whilst you wait!

– Cath Carlsen, Global Marketing Operations Director at Vend

Everlane – “I’m obsessed with brand transparency and would love to see the end of fast fashion in my lifetime”

“Let it be known I loved Everlane before it was trendy, made headlines, and before it went physical. I’m obsessed with brand transparency and would love to see the end of fast (read: exploitative, environment-destroying) fashion in my lifetime, so Everlane’s relatively simple commitment to showing photos from inside their factories remains radical to me.

Their products are well-made, their stores and website are gorgeous, and their customer service is speedy and gracious. Never a miss.”

– Joanna Rutter, Marketing Specialist at Dor

Home Centre – “You can’t walk out saying ‘I didn’t like anything.’”

“Home Centre from Landmark group. They bring such freshness to the shelf driven by amazing merchandising and products. Their visual merchandising compels you to think, “Well I too can do this at my home, let me buy it.”

Plus, their assortment caters to the tastes and choices of yesteryear as well as more modern designs. You can’t walk out saying, ‘I didn’t like anything.’”

– Saurabh Kulshreshth, General Manager – Cluster Operations (Punjab & UK) at Reliance Cash & Carry

Little – “Inspires me to make a purchase not only for the gorgeous product but also simply to support an amazing small business!”

“Little in Portland, Maine is a kid-centric boutique that brings my Instagram feed to life and inspires me to make a purchase not only for the gorgeous product but also simply to support an amazing small business!”

– Allison Yee, Founder at upNEXT

Trader Joe’s – “I appreciate how friendly and helpful their staff is despite a large influx of people.”

Even though they are related to F&B, I appreciate how friendly and helpful their staff is despite a large influx of people. My go-to is the outlet at UWS (71 & Broadway). The cashiering is done seamlessly and quickly and they always ask the question ‘I hope you found everything you were looking for’. Secondly, while in line to pay, the staff often walk around asking customers if they forgot anything which I think is very thoughtful and empathetic.

– Saira Sethi, Luxury Store Evaluator / Learning & Development Specialist

schuh – “So friendly, so efficient…”

“I visited schuh in Luton for the first time yesterday. So friendly, so efficient, and they brought the credit card terminal to me. Such a great experience overall. Plus a 365 day refund policy!”

– Mitul Kotak, Director at Vibe Juice

Nordstrom – “They execute the entire customer experience perfectly.”

“Always and forever Nordstrom. They execute the entire customer experience perfectly. From the beautiful prints ads that show up in my mailbox to the bright, clean, and easy to shop floor with amazingly attentive employees, they feature experiences that are fun and engaging. Most importantly, they have an expansive product assortment that mixes trends and classics that evolve with me.

A huge shout out for their footwear department, cause this size 12 girl needs boots!”

– Sarah Ferrence, Owner & Consultant at Mod. Merchant

Tommy Bahama – “Beautiful merchandise.”

“Tommy Bahama is one. Beautiful merchandise, great coupons for discounts as soon as you buy one item, and they have smart promotions around the holidays. And did I mention beautiful merchandise?”

– Susan L. Hodges, President at HodgesWrites

DSW – “Excellent customer service in light of mishaps.”

“DSW! Lost packages, website glitches, and other unforeseen issues are always going to plague retailers, but excellent customer service in light of those mishaps will be rewarded with loyal shoppers.

DSW’s website crashed this fall, leaving many shoppers like myself stranded mid-checkout. The next day I received an apology in my inbox with a note letting me know their flash sale was extended because of the mishap. And guess what? I bought the shoes… and a few more pairs since then!”

– Mikaela Kornowski, Marketing & PR Executive at OFFPRICE Show

Amazon – “It’s a company that simplifies my life.”

“Amazon all the way as my number one! It’s a company that simplifies my life and has the best customer service. Searching for goods and services on Amazon is also extremely easy. I appreciate the suggestions they offer; most of them make sense.”

– Regina Clarke, Founder and Creative Director at Windward Beauty

Uniqlo – “ I don’t remember if I have ever walked out of the store without buying anything.”

“One of my favourite retailers is Uniqlo and I always visit them when I travel to HK. They sell products that are a good value for my money. The quality, style, and fit of the merchandise are great.

It’s also very easy to navigate the store. I don’t remember if I have ever walked out of the store without buying anything.”

– Kavita Bhatia, General Manager at MGB METRO GROUP Buying

Kohl’s – “Their cross-channel capabilities are stellar.”

“Between the coupons and the Kohl’s cash, Kohl’s Department Stores has me hooked. I did almost all of my holiday shopping there. Their website and mobile app are easy to use and offer a great selection, their orders are always shipped quickly, and their return policy can’t be beat.

Plus, their cross-channel capabilities are stellar. I went to browse in store one day, and the lines to check out were SO long. I debated leaving, but then I saw the signs for free shipping when you order online while in stores. So I browsed the store like I normally would, scanned the items I wanted using the mobile app, and ending up ordering everything online — I didn’t have to spend a minute waiting in line to check out.”

– Alex Chrum, Digital Marketing Strategist at OneSpace.com

Target – “They are not afraid of standing up for what their values are as a company.”

“I would have to say Target. They are not afraid of standing up for what their values are as a company, and they keep on top of current trends in a way that makes things affordable for the average consumer.”

– Brandon Rekowski, Associate Recruiter & Coordinator at ManpowerGroup

We handpicked a number of retailers (mostly SMBs) from various industries and highlighted some their successful business practices in this post. Our hope is for you to leave this page brimming with inspired ideas to implement in your business.

Dive in below or select an industry from this list:

• Fashion and accessories
• Homeware and gifts
• Sports and outdoors
• Food and beverages
• Electronics

Examples of fashion and accessory stores

Do you run a fashion or accessories boutique? Here are some retail examples in your market that are worth checking out:

1. Gossamer & Grace Bra Fit Studio: a lovely shop that sells bras for women of all ages, sizes and body types

Founded by Kelly Franko, Gossamer & Grace Bra Fit Studio (formerly Kelly’s Elite Boutique) in Cortland, OH, originated after Kelly grew tired of watching her mom struggle with finding a good-fitting bra.

“I decided to start a new journey into bra fitting,” she said. “I love helping my customers find what they need. There are few places that offer what we do or provide the service we provide.”

Retail practice we love

Gossamer & Grace Bra Fit Studio is more than just a bra store. This boutique has professional Fit Stylists that handpick selections for each client. So, every woman who walks into the store enjoys a curated assortment of products as well as remarkable customer service that can’t be found anywhere else. According to Kelly, “I soon realized that I wasn’t really selling bras, I was selling confidence. Women often come in feeling unhappy with the way they look. Once supported properly, their outlook changes and they leave my store with a new confidence about their image. It’s a great way to serve others.”

2. Solfire: an athleisure apparel company with a big focus on building their community

Solfire is a Brooklyn-based active retail company that launched just a few short years ago. Their goal? To create a strong athleisure apparel brand that brings together individuals who are passionate about fitness.

Retail practice we love

Two things make Solfire successful: first is their solid commitment to producing high-quality products. The company only works with manufacturers that meet their standards to ensure that everything they sell is top notch.

Another thing we love is the effort that Solfire exerts to build a community and cultivate relationships with patrons. In their brick-and-mortar store, for examples, they set up a juice and smoothie bar along with a “fitness oasis” — an area for clubs to meet and exercise.

Additionally, the retailer set up a community board to showcase “all the studios, all the places people sweat, all of that within the area around the store.” The folks at Solfire also gather customer details so they can further engage them. They do this by handing over their iPad POS at checkout, so shoppers can fill in their information. According to Solfire, they have a near-perfect customer engagement rate. Almost 100% of shoppers input their details so Solfire can stay in touch and inform them of happenings in the community.

3. Dresden: an eyewear retailer that sells personalized and sustainable products

Dresden isn’t your run of the mill eyewear store. The company produces upcycled eyeglasses and sunglasses made from plastic waste and discarded fishing nets, then sells them at affordable rates.

Retail practice we love

In addition to selling great products, Dresden also offers an interesting in-store experience. Unlike other eyewear retailers that sell ready-made stuff on their shelves, Dresden lets shoppers create their own pair of eyeglasses or sunglasses. Starting from just $49, customers can get lenses and frames made up as they wait. They can choose their frame styles and color combinations, which means they can get a pair that’s made just for them.

Retail examples of homeware stores and gift shops

If your store sells gift items or products for people’s homes, here are a couple of similar retailers that you can draw inspiration from:

4. Christmas Elves: a holiday store that grew 250% in three years

Christmas Elves, as its name clearly states, is a holiday store that sells Christmas trees, lights, decorations, costumes, and more. The store’s owner, Jason McIntyre always loved Christmas, so when the chance to own a holiday store came up, he left his job as a software architect to follow his retail dream.

Retail practice we love

Jason implemented several action steps that led to the growth of Christmas Elves, but the thing we love most is his clever use of retail data and reports. Specifically, he looks closely at his sales velocity — i.e. the speed at which products are selling.

“I have to place my Christmas orders in January or February each year, so we pretty much get one shot at purchasing. If I under-purchase and sell out then I lose sales opportunities. But if I buy too many or the wrong types of products then I’ll have to look into discounts and promotions.” That’s when the sales and velocity reports come in, he says. By looking at when sales spike and which products are selling the most, Jason and his team can get a clearer idea of how many units to order. Jason says he looks at sales velocity reports for specific products and their overall categories, and this allows him to figure out what items to order and if there are any related products that he could purchase.

5. MyDIY.ie: a multi-channel retailer that sells home improvement products

MyDIY.ie is your go-to source when it comes to your home DIY needs. Whether you’re looking for power tools, decorating and wood care, or workwear, MyDIY has you covered.

According to Alan Grant, owner of MyDIY, his business has experienced 30% year on year growth, and he attributes that success (in part) to smart inventory management.

Retail practice we love

Expanding their product range was one of the top actions that led to their growth, said Alan.

“We’ve expanded our range by probably about 40%, but we really haven’t expanded our stockholding because we have to keep our stocks nice and tight,” he shared. “That has been a massive help for us. Before we would order 6 or 12 or 48 units of a product. But by looking at our inventory information from Vend and the previous years’ trading, we’re able to stay on top of stock purchasing and keep our inventory levels optimal.” Doing this also helped them offer more choices, which shoppers loved. “We offer a customer experience that gives them more options. If they’re looking for a hammer, they don’t have a choice of just three, they have seven different hammers.”

Another great practice? The store uses their loyalty program to sell slow-moving products. According to Alan, they offer double or triple loyalty points when shoppers purchase items that the store wants to move. Doing so helps them move inventory without resorting to huge discounts. And since the effort is tied into their loyalty program, shoppers have an incentive to buy and come back.

6. TheSuperCool: a gift emporium that curates interesting objects from all over the world

Based in Melbourne, this six-year-old retailer has a brick-and-mortar shop, an ecommerce site and a mobile store that serves as TheSuperCool venue for pop-up events.

Retail practice we love

We truly admire TheSuperCool’s commitment to “supporting small business makers that offer organic, fairtrade, and handmade products and helping their small family businesses grow.” TheSuperCool is also very in touch with their community and they use social media to drive word of mouth and traffic.

“We’ve been in business for nearly six years, and we began as a mobile emporium that went to the people. We had no fixed address and would use social media to keep our fans on their toes with our next location. We’ve been fortunate to be recognized locally and internationally with awards for innovative retailing and visual merchandising,” says co-founder David “Noonie” Nunez. “Fast forward to now, and we’ve had 30-odd pop-ups in various locations, from two-day events to 12 months! We now have a huge emporium within the design space (SO:ME Space) of the iconic South Melbourne Market. And in the last two years, we’ve expanded into TheSuperCool Kid (offering all those SuperCool families a place to shop for their kids!).”

Examples of sports and outdoors retail

Looking for examples of sport and outdoorsy retailers? Here’s a couple that you’ll find super interesting:

7. Sitka: an environmentally conscious surf retailer that sells socially responsible goods

Founded in 2002, Sitka was started by two friends shaping surfboards out of their garage. The business has grown quite a bit since then, and today, Sitka designs and sells clothes as well as outdoors goods that are sourced in the most environmentally responsible way possible.

Retail practice we love

We love how much passion and purpose goes into each of Sitka’s products.

According to Sitka’s Managing Director Andrew Howson:

“At Sitka, the products we create are unique and purposefully designed, and everything we make has a story behind it. Almost all of our decisions are based on environmental stewardship, encouraging others to learn about the environment, and teaching them how to become passionate about it. This, in turn, inspires many and puts a smile on my face.”

8. Rockets & Rascals: a bike-shop-slash-cafe that helps people fall in love with cycling

Based in the UK, Rockets & Rascals is a bike emporium and cafe that sells high-quality bikes while serving top-notch coffee. According to Steve Toze, Marketing Director at Rockets & Rascals, their purpose is to share their love of bike riding with the community.

Retail practice we love

Aside from the huge focus on their creating a strong biking community, we love how Rockets & Rascals implements their loyalty program. The retailer uses a simple structure where shoppers earn loyalty whenever they spend money at the store.

Best of all, the store doesn’t use physical cards. The entire loyalty program runs on their POS platform and all shoppers need to do to earn and redeem their rewards is to give their name to the cashier. “It’s a wonderful lifesaver for a cold, wet cyclist that’s come in without their wallet,” shares Steve.

Retail examples in the food and beverage sector

Moving on to the food and beverage space, here are some F&B merchants with delicious products (and awesome retail strategies and tactics):

9. Grain & Vine: an omnichannel retailer that sells boutique wine and spirits

Grain & Vine’s purpose is to give people a better way to shop for beverages. Their spacious and easy-to-navigate store features a curated assortment of drinks from all around the world. Grain & Vine currently has 10 employees, two New York outlets, and an online shop.

Retail practice we love

Grain & Vine is truly an omnichannel retailer. They sell in-store, online, and on mobile through same-day delivery apps such as Postmates, Minibar, and Drizly. All of their sales channels are tightly integrated, so inventory and product data are synced across all platforms.

How do they juggle their POS, ecommerce, and delivery apps? Two words: tight integrations. Grain & Vine takes advantage of the solid integration between Shopify and Vend to ensure that they’re able to stay on top of sales and inventory. The two systems can “talk” to each other and share data in real-time — so when orders come in, Grain & Vine’s inventory is synced across its physical and digital stores. As for the different delivery apps, they use an XML file to sync their inventory with the apps.

According to Michael Nagdimunov, the shop’s owner:

“We’ve created an XML file that constantly pings our Shopify platform for inventory updates. And because Shopify and Vend integrate almost natively, both inventories are always in sync. Those XML files are then being sent to our providers [i.e. delivery apps] and they, in turn, have constant access to updated inventory. That way, we’re never in a situation where they sell something we don’t carry.”

10. Collingwood Olive Oil: an olive oil and balsamic vinegar tasting bar and retailer

Collingwood Olive Oil is run by Alex Yuen and Cheryl McMenemy, a husband and wife team based in Ontario, Canada. Founded in May of 2014, they source and sell the freshest extra virgin olive oils, along with a selection of natural balsamic vinegars.

Retail practice we love

Collingwood Olive Oil is all about the customer experience. According to Cheryl, customers can taste any product before buying, and they ensure that their employees are well-trained and are true product experts. Collingwood Olive Oil has won plenty of awards because of this. They’ve earned accolades such as Small Business Owners of the Year, Innovative Business of the Year, Metroland Reader’s Choice: Favorite New Business, and #1 Retail Shopping in Collingwood on TripAdvisor.

Examples of electronics retail

Now it’s time to put the spotlight on high tech retail. Here are a couple our favorite electronics stores.

11. LifeLine Repairs: a retail chain that offers repair services for your electronics

LifeLine Repairs is a chain of 20+ stores that provides repairs for electronic devices including smartphones, tablets, and computers.

Retail practice we love

LifeLine’s local expansion strategy is remarkable. With over 20 stores across the US, LifeLine has managed to strike a great balance between brand consistency and localization.

According to Kestas Masanauskas, the Chief Operations Officer at LifeLine Repairs, they’re able to achieve consistency by standardizing their processes and equipment. For instance, all of their stores use the same point of sale system (Vend) and their headquarters shares and uploads products to the various locations. They also have standardized procedures and use guidelines and flowcharts to provide information on things like equipment handling, inventory storage, and more. As for their local strategy, Kestas says they do a ton of research when expanding to a new location. Then, Kestas and his team cook up unique outreach initiatives for each market.

For example, when they established a new store in Boise, Idaho, the LifeLine Repairs team discovered that the location has an incredibly strong biking community. So to grab their attention, the retailer ran an event where people can borrow bikes for free. 

12. Sennheiser: a brand that uses retail to help customers experience sound in a whole new way

Sennheiser is a leading global brand specializing in the design, production, and retail of both consumer and high-fidelity audio products.

Retail practice we love

Sennheiser is known for their amazing concept stores in various parts of the globe, but some of our favorites are the popups that they set up in New York City (one in SoHo and another in the Westfield World Trade Center) in 2016. Both stores allowed New Yorkers to experience Sennheiser sound first hand through their products and innovations.

According to the press release:

The new SoHo store has been designed to transport visitors sonically and visually: Stepping into the store guests enter via the sound tunnel, which has been carefully engineered to damp external noise levels bit by bit – making the buzz of the city streets outside recede as you go further inside. This transition in sound is complemented by what you see. The tunnel brings visitors into an area where large screens show the company’s core: the Sennheiser logo, a milestone product from the company’s 70-year history and Sennheiser’s vision to shape the future of audio.

Successfully managing your social media efforts takes more than just creating an account and posting a few updates every now and then. In order to really make the most out of social, you have to actively listen to what people are saying and be very mindful of each post or response that you put out there.

The good news is, doing all that doesn’t have to take a ton of time and money. With the right tools (most of which are free) and a solid strategy, you can effectively establish a strong social media presence that your customers respond to. To help you accomplish this, we caught up with social media maven, Kelly Mahoney. Kelly is the social media manager for CompTIA, a non-profit trade organization for the IT industry. Kelly stays on top of CompTIA’s social media channels globally and across platforms, and she also takes part in the organization’s educational initiatives by offering webinars to their members and registered users.

In this post, Kelly shares her thoughts on successfully managing social media. Below you’ll find tips and tools on conducting social listening, connecting with your audience, and recovering from social media blunders.

We’ve also included some examples of what to do (and what not to do) to help you put her insights into action.

Check them out:

DO use graphics to stand out

With millions of updates being posted on Facebook, Twitter, and Instagram everyday, it can be difficult to stand out and grab the attention of your target audience. Fortunately, there are a number of things you can do to get people looking your way.

For starters, you should make use of graphics. “The use of graphics will really help set you apart visually,” said Kelly. “So spend a little of time making sure your profile pictures, your logos, your banners and all of your branded materials look the best that they can.”

Don’t worry if you lack the design chops to create stunning images, or if you’re on a tight budget. There are some free to low-cost tools and services that you can turn to.

One tool that Kelly recommended is PicMonkey.com. “It’s a great site and it’s free,” she added. “They have a template for Facebook banners, so that’s great if you don’t have a graphics team at your disposal.”

If you have $300 and up to spare, you may want to check out 99Designs.com, a site that connects you to numerous designers. You just have to specify what you need (i.e. logo, banner, poster) and designers will submit their ideas for your consideration. Pricing at 99Designs.com ranges from $299 to $1,199.

DO claim your Yelp page

“If you have a physical address, you have a Yelp page already,” Kelly said. “So you can claim that, add photos, hours, a description, all for free. And once you sign up, you get some analytics about the number the people who checked in or searched your business, all without spending a dime. It’s also a way that you can start responding to negative reviews.”

Speaking of negative reviews, if you get some not-so-pleasant posts on your page, don’t sweat. Recognize that responding to these comments can actually help your business. In addition to giving you the opportunity to tell your side of the story and turn things around with a particular customer, replying to negative reviews helps you make a great impression on other people viewing your page.

Taking the time to respond to negative reviews increases trust among consumers, because it tells them that that there’s a real person behind the brand who cares enough to respond to customers. Of course, how you respond to reviews is critical. Yelp recommends that businesses keep their responses simple. Start by thanking the customer for their patronage and their feedback. Yelp furthers that you should try to “be specific about the customer’s experience and any changes you may have made as a result.”

A great example of this in action can be seen in the Yelp page of Kenny & Zuke’s SandwichWorks. A customer left a lackluster review for the business, and the owner of Kenny & Zuke’s responded by addressing their concerns and making a few recommendations. This brought the customer back to the business and he subsequently left a more positive review after his second visit.

DO follow trending topics

According to Kelly, the organizations that are doing well on social media are the ones that are nimble and can quickly use trends to their advantage.

“When news stories come out, or when there are trending items, they are able to get on those trends and appropriate them for their content quickly. That’s really the key to social media magic,” she added.

One of the best examples of a brand that successfully capitalized on a trending news item comes from Oreo. In 2013, a power outage hit the Super Bowl in the third quarter, causing a lengthy delay.

Oreo quickly reacted by posting a power outage-related update on Facebook and Twitter. The post, which featured an image with the caption “You can still dunk in the dark,” got tons of attention and put the brand in the media (and likely on their customers’ minds) for the next several days.

Oreo’s move was so successful that the update garnered 21,000+ likes and 6,000+ shares on Facebook, and was retweeted more than 15,000 times on Twitter. Try to do something similar in your business. Keep an eye out for noteworthy news items and trending topics that you can jump on, then quickly (but tastefully) create content around them.

You can do this by simply paying attention to what news outlets are reporting, then acting quickly when you find a topic you can post about. You could also monitor what’s trending online, using a tool like Google Trends, which displays the latest trending searches or by looking at the most popular trends and hashtags on Twitter.

On the topic of hashtags: Don’t forget that you can find and—and leverage—them around special events. Whether you’re running or attending a conference or expo, always use event-specific hashtags when posting online. CompTIA has actually done an excellent job at this. The organization ran ChannelCon from August 3 to 5, and according to Kelly, during the week of the event they received “more than 1,300 tweets containing #ChannelCon15.”

“That empowered us, our exhibitors and attendees to amplify the impact of the event far beyond the confines of the event,” shared Kelly. “In fact, more than 2 million unique Twitter accounts could have seen the hashtag in the past month.”

…but DON’T blindly jump on them

That said, while it’s a good idea to follow trending events or hashtags, you shouldn’t jump on a topic without doing your research. As Kelly put it, using hashtags without understanding what they’re about is a costly mistake.

DiGiorno learned this lesson the hard way when it used the hashtag #WhyIStayed to promote its products, without knowing that it was a hashtag used to raise awareness for domestic violence.

Needless to say, the brand got a lot of backlash. DiGiorno deleted the tweet, apologized, and explained that it did not research the hashtag before posting.

…DON’T forget that the Internet never forgets

On a related note, Kelly reminds business owners that “the Internet’s memory is infallible and it is forever.”

“Every tweet that you tweet, regardless if you delete it or not, is cataloged by the Library of Congress,” she added.

Going back to DiGiorno’s example, we can see that while the pizza company deleted the tweet, netizens have already cataloged post by taking screenshots, so anyone who wanted to see the original post could do so. That’s why it’s best to use the letterhead rule. As Kelly put it, “if it doesn’t belong in your company’s letterhead, it shouldn’t go online.”

Of course, blunders do happen, and if you commit a social media faux pas, you’ll need to act quickly and gracefully to redeem yourself.

Kelly’s advice? Use the delete button very judiciously. “Like I said, deleting something doesn’t actually make it go away. You can just add fuel to the fire. What I would suggest is figuring out a way to approach it gracefully.”

As an example, she talked about an awkward social media situation that the American Red Cross found itself in. A few years ago, one of their social media specialists—who thought she was tweeting from her personal account—posted an update about “getting slizzard” (in other words getting drunk). Unfortunately, the tweet went out to the American Red Cross’ official Twitter account, and remained up for about an hour.

However, the Red Cross was able to avert a PR disaster by handling the situation in a good-humored way. “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys,” it tweeted.

Of course, not all social media blunders are created equal. The Red Cross’ tweet, while awkward, was still relatively tame because it didn’t contain any profanities. Kelly said that if a brand makes the mistake of posting some thing vulgar or racist, they should consider deleting it.

…DON’T neglect your social accounts

“One of the social media mistakes that just breaks my heart is when brands set up and account and then never visit it again,” Kelly said.

Indeed, social media isn’t something you can just “set and forget.” As Kelly noted, “much like your website, social media requires maintenance.”

If you’re pressed for time, she recommended that companies either find someone to be responsible for managing your accounts, or be more diligent about setting aside some time for the tasks.

“Put a continuing reminder on your calendar. Fifteen minutes a week or fifteen minutes three times a week, whatever it may be, check in, see your feedback, respond in kind.”

You could also use social management tools such as Buffer or Hootsuite, which allow you to schedule posts in advance, so you won’t have manually push out updates.

Kelly also advised companies to use social tools to filter out inappropriate comments.

“On Facebook you can set filters which automatically hide responses containing any specific words that you specify. I have that turned on for CompTIA’s pages. Because chances are if you’re using those seven words that you can’t use on television, those aren’t comments that are relevant and add value.”

Tip: To find Facebook’s word filter tool, click “Settings” at the top right part of your business page, then click “Page Moderation.”

Bottom line

Social media isn’t just a fad or bandwagon that you can jump into—it has actually grown to be a critical component of any company’s marketing mix. So invest the necessary resources to learn and do well on social networks. You’ll find that if you do it right, social can pay dividends in engagement and sales.

As Kelly put it, “social media can be the greatest thing to happen to your marketing department. Embrace it.”

Today’s shoppers are smarter and savvier than ever before, and they’re craving for more compelling shopping experiences. Forward-thinking retailers are aware of this, and several of them have already taken the steps to cater more to modern shoppers. Some retailers have introduced new technologies, while others are experimenting with smaller format stores and fresh designs to make their brands more contemporary.

If you’re in the same boat and you’re looking for ways to engage today’s savvy shoppers, keep reading. Below are 3 excellent examples of retailers that are reinventing their stores to reach modern consumers. Hopefully their efforts can serve as inspiration for your own store initiatives:

Goodwill gives some of its stores a makeover

Shopping for secondhand products at Goodwill isn’t exactly hip or glamorous. Most of their stores have really plain aesthetics and bring nothing new or innovative to the customer experience.

But certain Goodwill shops are taking steps to change that. According Adweek, “Goodwill is quietly transforming a small but growing number of its stores across the country into boutiques—smaller, more intimate shops where the furniture is antique, the clothing is designer, and the space feels more like Urban Outfitters than a warehouse…”

Consider the store RARE By Goodwill in Anaheim, CA. Instead of the usual fluorescent lighting, plastic bins, and lackluster aesthetic, this particular Goodwill branch sports “an industrial-chic setting of polished concrete floors and exposed ductwork.” Merchandise is organized neatly and the place has a very artsy feel to it. Not only that, but the location also has a lounge and a reading station where customers can play the vinyl LPs they’re looking to purchase.

This particular Goodwill store sells rare, designer items at a fraction of the original price, and as with all Goodwill Orange County retail stores, 92% of every purchase will go towards helping people in need.

RARE, along with other similar Goodwill boutiques, has helped the organization tap into younger demographics, and enables them to draw in new customers who wouldn’t have walked into a Goodwill store otherwise.

Takeaway

Struggling with enticing younger consumers? Perhaps a store makeover would help. Give your store more personality by incorporating a fresh new design or layout that sets you apart from competitors.

AT&T creates more customer-centric stores

To address this, AT&T revamped its stores to focus more on the customer experience. Its flagship store in Chicago’s famed Miracle Mile for instance, has “zones” that customers can check out. According to AT&T:

“In the Explore Zone, customers can demo the full lineup of AT&T devices. The Connected Experience Zone is designed to showcase AT&T’s connected products and services through interactive lifestyle scenarios like music, where you can check out the latest music accessories and how they work with your smartphone. Or you can learn about AT&T Digital Life. Finally, the Community Zone features “community tables” that show customers how they can pair their smartphone with the latest accessories and applications to design a solution that fits their lifestyle.”

AT&T has also armed store associates with tablets, allowing them to assist customers anywhere in store, and turn traditional over-the-counter transactions into side-by-side interactions. Additionally, the store fosters community relationships through initiatives like Yelp Events, which give people the opportunity to mingle and check out the location and its products.

Takeaway

Enable people to experience your products. If it makes sense for your business, let them play around with the merchandise and make it easy for them to visualize how your products fit into their lives.

You could explore ways to break barriers such as cash wraps or clunky equipment that slow down customer interactions. Like AT&T, consider arming your store staff with a tablet-based POS, inventory, and customer management so they can help shoppers and ring up sales on the spot.

Hy-Vee introduces dieticians, plus in-store bars and restaurants

Supermarkets, for the most part, sell commodities. Consumers can pretty much buy the same products from other stores, which is why many groceries face the challenge of differentiating themselves and building customer loyalty.

Hy-Vee, a supermarket chain in the US, has found a way to set itself apart by adding more value to the in-store experience.

A few years ago, Hy-Vee introduced the Market Grille and Market Grille café, which allow shoppers to have a sit-down dining experience complete with wait staff and alcoholic beverages. These dining concepts don’t just give customers more reasons to stay in the store, but they also serve as additional revenue streams for the grocery chain.

In addition, Hy-Vee introduced in-store dietitians who provide shopping tours, health screenings, and other nutrition services for health-conscious customers. This initiative adds tremendous value for shoppers and gives them another reason to choose Hy-Vee instead of the competition.

Takeaway

Adding more value to the in-store experience could help you differentiate yourself from competitors selling the same merchandise. How you go about this will depend on your business, but a few ideas could be to hire in-store experts (stylists, decorators, nutritionists) or offer value-added services (ex: makeup stations inside cosmetic stores).

Your website needs engaging, up-to-date content to help you build a relationship and connection with your audience. People want content that’s easy to read, engaging, has value and is educational, informative or entertaining.

Here are three questions to keep in mind when creating content for your website:

• What information do your customers expect to find on your website?
• Is the content relevant and interesting to your audience?
• How should the content be presented to best communicate with your target audience?

Six tips to help you create engaging content for your business website

1. Identify your target market

• Before you sit down to create your content, make sure you clearly define who your target market is and understand their interests and needs. Knowing your market will help you personalise your information to the right audience and maximise the chance of your message reaching the right people.

2. Quality is key

• Write in short, concise sentences and paragraphs to allow the reader to easily digest the content.
• Use active voice where possible (for example, ‘The quick brown fox jumped over the lazy dog’ not, ‘The lazy dog was jumped over by the quick brown fox’).
• Make sure your content is original, relevant, accurate and current—remember old news is no news.

Creating useful and original content about things your target audience would be interested in is important for search engine optimisation (SEO).

SEO is the process of improving a website’s ranking on a search engine’s results page with the core purpose of providing the most relevant results in response to a search term.

3. Create a good structure for your content

• Structure your content so that important information doesn’t go unnoticed. Put important parts at the beginning of the article or page so you can grab the reader’s attention straight away.
• Keep pages short and break content up with white space to provide uncluttered, readable pages. Consider using:
  • headings and sub-headings (this is known as H1, H2 and H3 in HTML)
  • bullet points and tables where appropriate
  • graphics and visuals to break up text and make your content more appealing to read
  • keywords, highlighted hyperlinks and bolded words to draw attention to key points.

Make sure that the content you create can be viewed on different devices and platforms. Content that looks good on a desktop computer may not look the same on a mobile screen. Your content should be designed (also known as optimised) to suit all devices.

4. Choose the right format

You can present your content in a number of ways, including through:

• text, such as:
  • feature articles
  • short news stories
  • blog posts
  • social media messages.
• multimedia content, such as:
  • images, e.g. an infographic or picture
  • interactive content, e.g. an interactive map
  • audio, e.g. a podcast
  • video, e.g. interviews or animation.

You can choose to use one or a number of different formats to present your content in. When choosing the best format, make sure you consider things such as your target market, your branding, and the costs involved for each format.

 5. Repurpose your content

Creating relevant, original content can be a little overwhelming and time consuming. The good news is that there are options to create one piece of content and turn it into multiple pieces.

Here are some ideas to turn one larger piece of content, for example, a page on your website, into many different mediums:

• Take the main message of the content and turn it into a smaller blog post or news article.
• Ask your graphic designer, or do it yourself (DIY), and turn the blog post into an infographic that can be used in the actual post, newsletter or on your social media pages.
• Pull out the important messages and turn them into short social media posts with links back to the complete blog post or larger content page.

 6. Save information for future updates and promotion

• It can be useful to create a stockpile of content for publishing in the future. This helps you make sure you’ve got new content on hand even when you’re under the pump running your business.
• It’s important to make sure any content you create for publishing in the future is information that will still be relevant when you publish it.

Want to write your own content but need some help?

If you think you need some help to create content for your website, you might consider hiring a professional copywriter who specialises in writing for websites. Hiring a professional can help you make sure your content is expressed clearly and effectively.

Tip:When working with a professional copywriter, make sure that you retain the copyright over the written content.

And as a hint – it’s all about content marketing, putting effort in and making content compelling for readers to enjoy! Furthermore, fill content with search engine optimisation (SEO) rich keywords, so that when key search terms are typed in search engines such as Google, your page ranks higher in the search engine results pages (SERPS). Why is this change occurring you may ask? It is because anyone in the market for a B2B product or service is researching online! What follows is a look at how content marketing fits into the overall picture and the five best practices and key trends for B2B marketing in 2017.

What is content marketing?

First of all, content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand as such as the focal point, but is intended to stimulate interest in its products or services. Content marketing has become extremely important in recent years when compared to other marketing activities available. Content marketing is a great tactic for B2B marketers because the long customer journey means customers will want to do plenty of research before purchasing and compare several different providers.

Build Trust

Today in B2B marketing, you need to give your leads or potential customers a reason to trust you. No lead will convert on your landing page, let alone become a customer, without trusting your offer. This ultimately starts with content – your branding messages. Take for example, when it comes to web content, buyers have little patience for obstructions and typically do not trust websites full of distractions such as:

• Poorly written content or unhelpful content
• Poor quality designed websites
• Intrusive or unpleasant calls to action
• Lack of contact information or contact forms

If you want to be seen as credible, you have to dish out authentic messages that genuinely empathise with your audiences’ needs, and put the spotlight on what solution you offer. Then your audience will be more willing to trust you.

Mobile and Smartphone Content Compatibility

There has been a momentous shift to mobile, thus a key trend for B2B marketers is to have a mobile responsive site – a website that is compatible with any device, from smartphone to tablets. For example, Google can tell us now that most businesses have a mobile responsive site, so you could say it is no longer a trend. However, changes that will affect B2B marketers in 2017 (particularly those who do not know about them) include Google’s new mobile-first index and potential penalties for pop-ups. Even if none of your customers are arriving on mobile devices, you still need a smartphone responsive site because of Google’s ‘mobilegeddon’ update, as otherwise you’ll be getting penalised. Over half of B2B businesses have mobile sites, but really all should have mobile responsive sites.

Social Media

It is a misconception that businesses don’t need to be on social media, for reasons of it is too hard to manage or it is not where B2B marketing is happening. So wrong! It is about being on the right platforms at the right times. B2B businesses tend to get the best results from LinkedIn and Twitter, but are present across a wide range of social networks with YouTube and Slideshare also standing out as particularly effective.

If you have learned a lot from your industry experience and now have high-level knowledge, talk about it. Sharing your expertise builds trust and can generate leads (think webinar registrations or subscriptions to blogs). Successful strategies embrace opportunities to showcase industry knowledge by:

• Publishing blog posts
• Recording podcasts
• Hosting webinars
• Posting LinkedIn articles.

Among B2B buyers, web and email content tend to rank among the most successful channels, but webinars are not far behind. Look for opportunities to share content that allows your audience to engage and get in touch with you and more importantly buy from you!

Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to undergo repetitive tasks such as emails, social media, and other website actions, often manually – talk about arduous and labour intensive. However, there is technology like marketing automation that makes these tasks less time consuming. Marketing automation is pretty close to the perfect technology for B2B marketing. It can provide an automated way of scoring and nurturing leads with relevant content along the journey down the sales funnel. Yet many businesses are not fully exploiting marketing automation since they are at an early level of maturity.

Use these five points as a checklist as you head into 2018. It is true more than ever, content is king. It helps with SEO tactics, lead generations and so many other factors outlined above. The best method forward is having great content that is authentic, offers a true solution to a problem and is sharable.

These are trends in B2B marketing we have seen that are shaping the way in which we do business. Business owners are on the go, so you must have a mobile compatible website and content, especially for Google, so your content and website rank higher in SERPs. And lastly get automated, not only does this decrease time, it can neatly organise a myriad of variables, from sales leads, to actual customer behaviour, saving your business time and effort at the same time getting highly valuable insights so you can better your business decisions.

There are several advantages to getting some good PR for your business. In addition to generating buzz, getting covered by the press can drive traffic and sales while boosting your credibility in the process.

In this post, we’ll be walking you through the things you need to do to get the media spotlight your business deserves. Read through the pointers below to get started.

Make sure you have the ingredients for a powerful pitch

Before we dive into the steps you need to take to grab the coveted attention of the press, let’s first talk about the ingredients you need to ensure that your actions reap results. You could reach out to journalists all day, but your efforts will get little (if any) traction if your pitch doesn’t have the following ingredients:

A story / narrative

Listing the features and benefits of your products or store doesn’t count as telling a story. You need to go beyond such things and find a compelling hook or angle that’ll pique reporters’ (and readers’) interests.

Having a narrative is an effective way to do that. Instead of advertising your store, think of an interesting event or instance that puts your business in a good light without being too salesy. For instance, you could talk about the story behind your business, or the adversities you had to overcome before you achieved success. Perhaps you started your company in the midst of a recession or you’ve pivoted towards a completely new and interesting direction.

Another option is to tap into your customer base. Did your product change someone’s life for the better? Get the other party involved and pitch the narrative together. If your tale resonates, you just might land a spot in a great publication.

Newsworthiness

Simply telling a story (i.e. a narrative with a beginning, middle, and end) won’t cut it. You have to make sure that you’re sharing something that’s inspirational, exciting, shocking, or all of the above.

A good way to test if your story holds up is to search for similar narratives. If you find many stories that are too similar to yours, then you may have to determine a new angle or find a way to top the other tales out there. Also consider telling your story to another person—preferably someone who’s busy and who doesn’t have any biases towards your business—and see if you’re able to grab and keep their attention.

Timeliness and Relevance

For best results, see to it that your story is relevant to both the publication and to current seasons or events taking place. For instance, if you’re an apparel retailer selling outerwear, it would make sense to pitch your story to fashion magazines a few months before fall or winter. Additionally, you could follow news and current events and see if there are any trending topics you can jump on. Say there’s a big sports event happening. Why not grab the opportunity to talk about your athletic customers or sports-centric merchandise? 

Another tip is to make news in line with seasons and events. If it’s breast cancer awareness month, for example, why not sponsor an initiative in your area? These things are usually covered by journalists, so you stand a good chance of getting in front of the press. Or better yet, create your own event and invite reporters to come along.

Action steps to get in front of the press

Now that we’ve covered the elements that make up powerful pitches, it’s time to dive into the actions you can take to put your compelling and relevant stories in front of reporters (and hopefully, a wider audience)

Invest in great content

One of the best things you can do PR-wise is to invest in great content. According to Vend founder and CEO Vaughan Rowsell, some of the things you can do include establishing a blog that comments on industries issues and shares advice, and contributing to other websites. You can also speak at industry events. Start small by working with local business associations and go from there.

“If you create interesting, well-produced content that relates to your passion, it’s likely to be shared far and wide, and it doesn’t have to be expensive,” Vaughan says. “I was once filmed being thrown out of a plane by a skydiving school customer, to show that we accept payments anywhere. That stood out, and was as cheap as it was hair-raising.”

Use services such as HARO or Profnet

HARO (Help a Reporter Out) and Profnet are two examples of services that connect reporters to expert sources that they can quote and include in their articles. Both services send out publicity alerts via email, where they list queries from reporters looking for experts they can use in their articles. As a potential source, you can go through these alerts to find relevant queries. Once you see a story or journalist that could use your help, you can get in touch by responding to their query.

Target local publications

While it’s good to aim for placements in national or even global publications, you shouldn’t neglect your local media outlets. Securing a placement in your hometown networks or publications may actually be easier, since these outlets usually love featuring homegrown stories. Plus, you’ll get in front of people in your neighborhood, so you could get a traffic boost from the locals.

It’s also important to note that larger outlets often get news from smaller networks and publications, so if your story is compelling enough, you might just grab the attention of bigger fish in the media.

Work with your vendors or companies linked to your business

Got an interesting story or anecdote that involves a vendor or one of the companies you do business with? Work with them to create a story. Perhaps they can include you as a case study or success tale.

Check out what happened TopShelf Style, one of Vend’s customers in San Francisco. We created a compelling story around how TopShelf uses Vend, and this helped us land a story in the Wall Street Journal.

Publish a press release

Putting out press releases is a pretty traditional PR tactic, but when done right, your article could get picked up by some great outlets. You just have to make sure that your announcement is newsworthy and adds real value to readers.

Need inspiration on what to write about? Here’s a great list of press release topics from PRWeb.

Do note that publishing press releases can be quite pricey, so you have to make sure that it’s well-written and very newsworthy (do we sound like broken record yet?). Once your release it’s out there, be sure to do the legwork and spread the word. You can’t just hit publish and expect the press to talk about you. You need to take your story, and create relevant and strong pitches for reporters.

And that brings us to our next topic…

Pitching to media outlets

Gathering the right ingredients and turning them into great narratives is just the beginning. You also have to pitch the heck out of your stories. Here’s how:

Target specific reporters and bloggers

Instead of sending your pitch to general email addresses, figure out who’s covering your industry and reach out to them specifically. Finding these authors is actually quite easy.

Try the following:

• Checking the editorial page of a publication or site to see who’s in charge of your industry.
• Reading articles in your industry and reaching out to the authors
• Looking for pieces about your competitors, and reaching out to the journalists behind those articles

Personalize

Once you find the right people to contact, customize your pitch for each individual. You don’t have to create pitches from scratch, but you do have to make an effort to ensure that each one is tailored to the writer you’re reaching out to.

One thing you can do is personalize your introduction by referencing a recent article they wrote, or mentioning a tweet or update and then relating it to your business. Show them that you did your research. Flatter them a bit (but in a sincere way). Most importantly, see to it that your pitch answers the question of what’s in it for them. In other words, be very clear about the value of your story and why they should care.

And don’t forget to tailor the voice and tone of your pitch to the specific person you’re reaching out to. Naturally, the approach that you’d use on a serious business outlet should be different from how you would pitch an upbeat or causal blogger.

Follow-up

If you don’t hear back within a week or two, send out a polite email and remind them about your pitch. Journalists and bloggers can live pretty hectic lives and they receive tons of emails a day, so it’s quite possible that your email fell through the cracks.

Of course, if you still don’t get a response after two or three follow ups, you should consider moving on to another reporter.

Know that there’s more than one way to reach out

When it comes to pitching their stories, most people send out one email and leave it at that. Don’t make the same mistake. Recognize that there are a number of ways to touch base with someone, and that utilizing more that one channel to reach out can actually help you stand out.

For instance, if you reached out via email, why not send a tweet to make sure you’re in their radar? You don’t have to be pushy when doing this. A quick tweet saying something like “FYI, I sent you an email about (insert topic here)” would suffice.

Keeping things in perspective

Getting press coverage is great, but remember that PR is just one contributing factor to your success. Gaining tons of media love doesn’t guarantee revenue, so while it’s good to enjoy the spotlight, don’t let it blind you from the other important things about running a retail business.

According to Nielsen, Millennials spend more than $65 billion per year and influence “upward of $1 trillion in total consumer spending.” That’s a lot of spending power, which is why if you’re in the retail industry, it’s always worth having a conversation about Gen Y.

And that’s exactly what we did. We caught up with Jasmine Glasheen, a writer, marketer, burgeoning generational voice at Retail Minded. Jasmine is also a contributing editor at RetailWire and a regular contributor to various publications in the retail, business, and technology sectors including: Retail Minded, NectarOm, Fiverr and RetailWire.

As a millennial herself, Jasmine has a deep perception of this generation’s shopping preferences, and she shares some actionable advice on engaging and selling to Gen Y. Check it out:

1. What are some key things that retailers should know about Millennials? In terms of shopping behavior, how is this generation different from others?

It’s important for retailers to realize that Millennials are not a strange alien breed. Sure, we shop on our smartphones a lot and have a strong affinity for locally-sourced goods, but we also value an engaging in-person shopping experience and being greeted by a well-trained and enthusiastic retail staff.

2. What are your top 3 recommended action steps for retailers who want to reach Millennials?

First is to tie-in to your local community. Millennials want to feel like their dollar has an impact for the greater good, so source from local makers/growers whenever possible and advertise your collaboration well.

Secondly, your website absolutely needs to be iPhone compatible.

And third, remember that price points are still important. Millennials aren’t inherently millionaires. The brands that win with this generation will be those that learn how to sell sustainable/local goods at affordable price points.

3. Can you name examples of retailers that are doing a great job at engaging millennials? What about those who aren’t doing a good job?

Moosejaw comes up right away when we start talking about brands who are marketing to Millennials in a language that we understand. The brand is witty to the point of irreverence and Millennials will always rally behind a voice that is slightly sardonic. Hopefully, the company will retain their unique voice despite the Walmart buy out.

Brands that aren’t doing a good job? Look at any of the myriad closing big box retailers that aren’t getting specific with woe inventory or honing in on local markets. They represent “the man” to this generation.

Your turn

What’s your experience with millennials? Let us know in the comments.