Your retail store is facing a shortage of key promotional items. How can you salvage your marketing strategy?

-Uma vez conversando com um varejista ele me relatou a falta de alguns itens essenciais na loja. Ele comentou que realizou a??es com itens substitutos para o shopper e consumidor conhecer, realizando a??es de pre?o e leve e pague. Além disso ele melhorou a visibilidade dos itens na loja.

Let’s think out of the box. Better forecasting with buffer Always be honest to your client : Start your campaign by claiming “ this promotion is limited by the stock” , that also help push your campaign

To salvage your marketing strategy amid a shortage of key promotional items: 1. Promote Alternatives: Highlight similar or complementary products that are in stock. 2. Digital Offers: Focus on digital promotions, such as exclusive online discounts or flash sales. 3. Customer Engagement: Use social media and email to keep customers informed and engaged. 4. Pre-Order Options: Offer pre-orders for the out-of-stock items with a promotional price. 5. Enhance In-Store Experience: Provide exceptional service and personalized recommendations. 6. Loyalty Incentives: Offer loyalty points or discounts on future purchases to maintain customer interest. These strategies can help maintain momentum and customer satisfaction.

When faced with product shortages, adaptability is your best friend. Quickly identify alternative offerings that align with your brand and customer expectations. Engage with suppliers to find suitable replacements. This agile approach not only maintains marketing momentum but also showcases your brand's resilience. By demonstrating flexibility and finding solutions, you strengthen customer trust and loyalty. Remember, it's not just about overcoming challenges; it's about turning obstacles into opportunities.

-Certa vez, como consumidor, me deparei com um dilema: optar pela marca habitual ou pela marca substituta, que apareceu em um pop-up no meu celular enquanto eu estava no PDV? Fiquei realmente em dúvida. é isso que ferramentas de CRM e programas de fidelidade fazem: capturam sua aten??o e fidelidade.

When products are scarce, your loyalty program shines. Offer members exclusive access to limited stock or alternative rewards. This reinforces the value of loyalty, keeping customers engaged and invested in your brand. Personalized communication about these benefits strengthens the bond, making them feel valued and understood. It's not just about the product; it's about the relationship. Remember, loyal customers are your greatest asset during shortages.

Focus on your existing loyal customer base. Enhance your loyalty programs by offering exclusive deals, early access to new products, or bonus rewards points. Communicate directly with loyal customers to keep them informed about the situation and any special offers available to them. This approach helps maintain customer satisfaction and encourages repeat business, even when key promotional items are unavailable.

Inform your customers about the shortage, and let them know you are working towards bringing back their loved product. Transparency helps maintain trust. Start a waitlist program and encourage your customers to leave their email and be the first to be informed when their desired product is back in stock. In the meantime, offer alternative products products. Temporarily stop all the promotions/copy/content around those out-of-stock products.

Durante a pandemia, decidi tentar uma compra online em uma rede de supermercados famosa em Belo Horizonte. Minha experiência, no entanto, deixou a desejar. Diferente do ambiente físico, onde costumo come?ar pelo corredor de bebidas e depois explorar os outros corredores, no site ou app tive que filtrar por categorias e adicionar cada item manualmente. Acabei gastando o mesmo tempo, ou até mais, do que em uma compra física. E para piorar, o cupom de desconto, que foi o motivo principal para optar pela compra online, n?o funcionou no final. Resultado: perdi mais de 50 minutos do meu tempo e n?o finalizei a compra.

Boost your digital engagement to compensate for in-store shortages. Utilize email marketing, social media, and your website to offer exclusive online discounts and deals. Create engaging content such as tutorials, product demos, and behind-the-scenes looks to maintain interest and drive online sales. Digital engagement can help divert some of the demand from your physical store to your online platforms.

Na última empresa em que trabalhei, patrocínios em festas sertanejas, churrascadas e torneios de beach tennis eram nossa estratégia para interagir com clientes e consumidores. Como um frigorífico focado em frango, esses eventos nos ajudaram a criar proximidade e fortalecer a marca.

Eventos no PDV, em parceria com influenciadores, podem criar uma sensa??o de exclusividade, como por exemplo meet and greet associado à compra de produtos exclusivos e limitados em parceria com o influenciador. Este poderia autografar o produto e o conteúdo postado nas redes sociais poderia gerar engajamento com o público-alvo desejado, associando assim a marca com o influenciador e gerando também sellout no PDV e awareness de marca. Outra ideia seria organizar eventos no PDV, como workshops, palestras e demonstra??es de produtos ao vivo, com foco nos produtos com poucas unidades disponíveis na loja (somente em uma ponta de g?ndola por exemplo), gerando assim a ideia de escassez, exclusividade e oportunidade por tempo limitado.

Consider how Best Buy handled a similar situation during the pandemic when supply chain disruptions caused shortages of key electronics. They leveraged their loyalty program, offering members exclusive deals and early access to new stock. Best Buy increased digital engagement through targeted email campaigns and social media promotions, highlighting alternative products and providing engaging content like product demos. They enhanced their in-store experience by offering personalized service and recommendations. These strategies helped Best Buy maintain customer engagement and sales momentum despite the shortages.