Sanliibydesign/ Retail Strategies

Better Way

...and it's right at our doorstep!

Retailers are basically in the commodity kind of business and by nature, not especially marketing oriented. Retailers are selling oriented, advertising oriented, but not Marketing Oriented. 

Our stores are our best calling cards. Not newspapers, like most retailers seem to think. Throwing money to these papers like we could not live without them. That's what they like to make us to think. And that's the way most retailers think. Good ads will always bring lost customers back. Yes, they will, but for specials mostly.

If we force our customers to look for us in newspapers, they also see our competition selling even more items below cost. And that's not the way to run a business. It's an endless circle, where nobody wins.

But there is this better way and it's right at our doorstep. Just for the taking - and planning for it. No last minute decisions, what items to use before going to press. But well though out out plan instead. Working closely with suppliers. Different for each month and getting their support. Also, educating them in the process, what is best for them as well. This is main lane advertising. It's pure Broadway at its best. And it works. 

Our customers will win, supplier will win and retailers will win, it we take this route seriously. But first we have to educate ourselves and our customers as well, for this seldom used media. So that our customers would learn and trust us, that just by coming to the store, there is something good cooking all the time. No point in wasting time and money with newspapers.