What techniques should be used to support sales shop owner
zoo, to expand sales of products?
The similarity of the veterinary medicines market sold without a prescription and pharmaceutical market can be deceptive. Although seemingly have much in common (medicinal product or seasonality) the differences between them make, the marketing communication in both markets should proceed in a different way. A multitude of brands and FMCG products in the pharmaceutical market makes, that close to him FMCG market (fast moving customer goods), which can not be said for the veterinary medicines market. Communication in the case of the latter should be an affiliate, harking back to the affiliate marketing strategies, based on close relations between the entities forming the market. Thus, the owner of a pet shop with a wide range of veterinary medicines should build long-term relationships with veterinary clinics, representatives of production companies, veterinary wholesalers, and even employees shelters or hotels for pets. This network of contacts will not only valuable exchange of experiences, but it can also become a field for the actions of mouth marketing, which due to the local nature of the business can be crucial. But returning to the heart of the matter, that is, sales promotion, retailer in this market, It may indeed take handfuls of the solutions used in the pharmaceutical market. Free samples of drugs, Practical gifts, additional products or rewards for loyalty especially good in the daily work with the consumer. Assortment planning system on store shelves should know the rules of merchandising pharmacy, which allows well “communicate products” on the shelves. I refer here to the numerous publications of Thomas Barałkiewicza - an expert on the pharmaceutical market in this area. When planning sales strategies should take into account the seasonality of the offer and rotation of products. You should be aware, that preparations for fleas and ticks usually are buying on “One season”. Hence, most often due to their relatively high price, which should not be an obstacle, and open up new possibilities for the use of sales techniques. The use of contrast and propose rules on product will increase purchasing basket, and professional advice shop owner will reduce the dissonance, characteristic of this type of transaction. All these solutions are typically sales. Much more important aspect seem to be image campaigns, which in the long run allow the company to bring tangible benefits. Support for local initiatives for animals, presence at local dog shows great fit in with the idea of event marketing. Charitable activities in accordance with socially responsible business (CSR) will exist in the consciousness of the community.
Is localism can be for a small, a neighborhood store success factor?
I consider, so. In the era of online communication and the multitude of shops offering a similar range is a real challenge. Many of these virtual enterprises draws many of the popular recent marketing content (content marketing), Customer attracting not only the brand, price, but also practical tips. Leading local shop should emulate these patterns. In proposing the said preparation spot-on as an owner should know about him almost everything! Let us remember, that we sell medicinal product, which requires specialized knowledge - a mechanism of action, contraindications and potential side effects. So given the client knowledge enriched with practical tips will become an added value, which can bring profit in the future. Professional approach to make products to be sold, that in time will become a local expert in the field.
How to stimulate the activity of local market: whether there should also be combined communication channels
off-line i on-line?
In the era of marketing 4.0 and online communication seems obvious. Profile in social media, who will contact us with potential buyers is an absolute minimum. Do not forget about the company blog, which could over time become a great platform for contentmarketingową. We focus there on the practical content, which in the long run will allow customers to identify our shop. Constantly śledźmy local forums and there Let's create a positive buzz around our brand. Let us remember, that despite the rapid development of the Internet in Poland - still a large part of the older generation, which should be important to us, does not move smoothly on network resources. Let's make a nod in their direction using other advertising tools both these “above the line” (radio, local press) what “below the line” (brochures, Outlines, Sponsored articles). Just as the integrated management of marketing small, a local business will bring us the desired success. Good luck!