In-Store Local Business Marketing Help from Apple, Nike and Nordstrom

Local business marketing help from Nike, Apple and Nordstrom that can be applied to all retail businesses.

Has your in-store marketing suffered lately? It may need a boost. There are many things that a local business can learn from retail giants. Today we’ll be getting some local business marketing help from Apple, Nike and Nordstrom.

What Apple Can Teach You

Apple’s retail locations have been known to generate the most revenue per square foot compared to any other store in the world. They manufacture and sell high-end products at significant margins. So what can we learn from their in-store marketing? Products and employee training contribute to Apple’s success. The products--Macbooks, iPads and iPhones--are higher priced than other products, and they are never discounted. Apple holds itself up as a premium brand for consumers who appreciate high quality items. This way, when someone buys a Macbook, it’s not only a new computer; it’s a fashion and status symbol. A new top-of-the-line MacBook Pro with all the extra bells and whistles will run you around $3500, so it’s as fashionable to show off in public as a Louis Vuitton purse. If you create prestige around your store and the products you sell, you may limit the number of customers you have, but your margins will be higher with paying customers. Love them or hate them, Apple’s employees are also an effective part of the formula. Carmine Gallo writes about Apple Store’s Secret Sauce for Forbes:

"Think of APPLE as an acronym. Each letter corresponds to a step:

      • Approach customers with a personalized, warm welcome.
      • Probe politely to understand all the customer’s needs.
      • Present a solution for the customer to take home today.
      • Listen for and resolve any issues or concerns.
      • End with a fond farewell and an invitation to return."

This is an easy format for employees to remember. It helps them deal with customers, and it also tows the company line. You can apply these same principles while training your employees, although you may want to change the acronym.

Are you driving shoppers to your store or restaurant with a plan that delivers the right message, in the right place, at just the right time? See how you rank vs. your competitors

What Nike Can Teach You

Have you ever waited out in the cold for a new pair of sneakers to be released? Nike has trained thousands of people to do this every month because they offer exclusive shoe releases once a week. Nike retail stores and third party shoe boutiques hold launch parties that generate massive in-store foot traffic. How does Nike do it? The buzz starts online. Their site lists all of the upcoming sneaker releases with details about how you can purchase them. These new releases get picked up by sneaker bloggers that spread the word. Shoe retailers that are also receiving these exclusive shoes will write blog posts, tweets and Facebook posts letting people know how they can buy them.

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