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25 Jun 2024

Marketing Tips For Independent Retailers With The Food Marketing Experts

Marketing Tips For Independent Retailers With The Food Marketing Experts

Sadly, most of us don’t have the opportunity to benefit from the Jeremy Clarkson / Diddly Squat effect to drive footfall - creating a queue of customers happy to wait for an hour and 45 minutes simply to step foot in the shop.

But access to celebrity figures aside, what are the top marketing tips to help increase customer traffic - and ultimately push sales in the right direction?


  1. Drive your data capture - Securing your customers’ email addresses is a great way to connect and stay in touch. Customers all shop with different frequency and at different times, but by gaining access to their inbox,  you can establish a stronger connection and remind them of the reasons to continue shopping with you.
  2. Newsletters - sending out a newsletter on a monthly or bi-monthly basis can help drive footfall both in-store and online. Don’t be tempted to include a discount or incentive in every newsletter as this will dilute the value of your brand but regular rewards for customer loyalty within your newsletter community makes sense. Don’t forget to populate your newsletter with relevant content outside of what is happening in-store - such as seasonal foodie events or celebrations; showing support for other local community initiatives, spotlight on environmental responsibility,, recipe ideas etc.
  3. Ask your suppliers for content. Most brands will have a plethora of delicious product images and recipes that they will be only too happy to share with you.. It is in their interest for you to sell more of their products so they will be keen to engage with your customer base - either via social media or newsletter.
  4. Keep it social - Using social media is a great way to attract new customers and build a clear brand personality. Consistency is key so keep posting each week, share stories and reply and engage with your followers.  On social, video is king so try and create as much compelling video content as possible.
  5. Share insights into the  people behind the brand. People buy from people so share your story about who you are, why you do what you do, why you stock the delicious products you stock, what lengths you go to, to create your product etc.
  6. Knowledge is key to success. Your customer wants to feel that you know your stuff so make sure you and all members of your selling team have great product knowledge and are able to pass on the relevant information and ‘brand storytelling’  with passion and pride.
  7. Don’t forget to enter your retail outlet onto the new retailer's map, providing an additional shop window to promote your retail space. You could also win a VIP package to this year’s Speciality & Fine Food Fair.

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