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Physical Marketing: What Does Your Store Say About You?

If you pay attention to my blog, you know that I recently bought a Marble Slab Creamery in Orlando. We spend a lot of time making sure the windows are washed (and trying to instruct 16 year olds NOT to wash them with ice cream towels), the pint cups are neatly stacked, and the ice cream looks appealing.

Which got me thinking. Marketing is really more than reaching out to new potential customers through social media or email. It’s creating a positive customer experience for the people who walk into your store. For us, it seemed as simple as offering yummy ice cream. But the longer we work at our Marble Slab the more we realize how the previous owner let things slip. Even just cleaning the store thoroughly has brought positive comments from customers. Some, who had stopped coming due to the dirt, or lack of flavors, or some other reason, are coming back and letting us know they like the changes.

All this adds up to what I consider physical marketing.

That being said, what can you do to improve your physical marketing? It may be as simple as stacking cups in a pyramid rather than a boring vertical stack. Here are some other ideas:

  • Make sure every inch of your facility is spotless. Train employees how to do the job right the first time.
  • Add special touches, like fancy soap in the bathroom, or a candy dish at the door.
  • Music (at the right volume and station) can add a touch that makes shoppers linger.
  • If your facility permits, light a candle or put out potpourri for a homey feel.

What are your customers saying about your store?

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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