Marketing for a retail shoe store. How to incentivize customers to buy with gifts
19.01.2021 10812

Marketing for a retail shoe store. How to incentivize customers to buy with gifts

In this article, SR expert, business coach Evgeny Danchev talks about how to conduct a marketing campaign that will be equally beneficial for both the company and the client.

Evgeny Danchev Evgeny Danchev -

director of WConsulting, coach, retail consultant.


The main idea that I try to convey to my clients after training is “Marketing is the satisfaction of the client's needs with the benefit of the company”.

Note, it is for the benefit of the company. Why am I focusing on this? So that marketers and owners constantly think about the results of our marketing activity. Are the promotions we run bringing in additional income, or are they simply increasing turnover, reducing the balance?

In this article, I will tell you how to run a New Year marketing campaign that will be equally beneficial for both the company and the client.

It is very important to create added value in the eyes of customers for a marketing campaign. Don't just hang up posters with discounts, but do something more for them in the form of material values. Think back to the last time you went to a bathroom care store. Most likely, you saw on the packaging of individual products the inscriptions + 20% free. Manufacturers increase the volume of the product, leaving the price at the same level (although I admit that someone is not entirely honest here). The main thing in such packaging is to show the buyer that this product offer is much more profitable than similar products of competitors. People are more likely to buy products where they see added value for themselves. The words "free", "gift" are a powerful additional incentive to purchase. Next, let's look at how to use this strategy in the shoe business, slightly adapting it to the specifics of the product.

The main idea of ​​the New Year promotion is to give gifts to customers depending on the purchase amount. What need to do?

1. Define a general list of gift items.

2. Define price bands by the amount of the check, and for each - your own list of gifts, for example:

  • when buying from 2 to 000 rubles - a wet wipe, a mini-sponge for caring for leather shoes;
  • when buying from 4 to 001 rubles - cleaning, protective cream, brush;
  • when buying for 6 rubles or more - a moisture protection agent, a scarf, a cosmetic bag.

3. Speak scripts with sellers how to incentivize customers to buy additional items so that they can receive their gift.

I recommend setting a minimum check amount below which gifts should not be given out. In this example, this is 2 rubles. On the one hand, this stimulates the client to make a purchase in the store for a certain amount, not less, and on the other hand, it allows the company to recoup the costs of marketing activities.

The presence of price corridors is necessary to increase the average check. The salesperson's job is to motivate the customer to buy something else. For example, if the cost of a product is 3 rubles, then the seller must offer an additional product that will increase the check by at least 500 rubles, which will allow the client to receive a gift.

Of course, in each specific business, the minimum purchase amount can be either higher or lower. And price corridors should be set in such a way that the sum of the average check for the entire chain of stores falls into the middle of the second price range. In the given example, I assume that the average check in the store is 4000 rubles.

The list of gifts can certainly be expanded if your stores have additional accessories. If they are few or not enough, you can always make a small additional purchase. If you have a very limited range of accessories, you can give your customers New Year's gifts, champagne, sweets, cookies as a gift.

Some of the readers may argue: “This is all nonsense and does not work. No cream, brush or candy as a gift will stimulate customers now. Everyone only needs discounts. It won't work. "

Yes, it won't work if your salespeople don't remind him about the promotion while working with the client.

Yes, it won't work if you have a limited list of gifts that is not nicely decorated in a prominent place at the checkout.

When I ask sellers the question “Tell me, do you have regular customers who come to buy shoes and accessories just for you?”, All sellers answer “Yes”.

“Do they bring you gifts or small presents?” I specify. And the answer to this question is “Yes”. So why do we think that if a client gives us something, it is good and pleasant, but if we are a client, then it is not important for him?

This promotion can be realized both in retail offline stores and in the online store. For online, programmers in 1C must prescribe an algorithm of actions: depending on the purchase amount, the system should automatically add a gift to the basket. If there is no time to finalize the program, you can carry out such actions in manual mode. The gift can be chosen by the client after the operator calls.

Of course, you shouldn't count on high sales results of the holiday promotion today. But its implementation is primarily aimed at maintaining customer loyalty to the company, at building trusting relationships, and the money they pay will be just a form of gratitude for what the company is doing for them.

In this article, SR expert, business coach Evgeny Danchev talks about how to conduct a marketing campaign that will be equally profitable for both the company and ...
Please rate the article

Materials on the topic

Managing the shoe business during turbulence

We are again forced to conduct business in a period of turbulence and quickly adapt to a changing reality.
04.10.2022 357

The dream Team. Sales Growth Factors in a Shoe Store

The personnel issue is one of the most acute in shoe retail. A good seller is difficult to find at first, to recognize among other candidates, and then it is difficult to keep in the company. SR expert and permanent speaker of the business program of the Euro Shoes exhibition Maria…
24.05.2022 3010

Light accents and nuances. New approaches to shoe store lighting

The pandemic has changed consumer behavior and forced retailers to reduce the costs of offline retailing. Today, the buyer spends less time in the store, more often chooses proven brands, and makes a purchase decision faster. On the other hand, in…
17.05.2022 2482

Shoe business management in 2021: what to look for

The past year was a shock for most, a new starting point, the beginning of the end or a complete transformation of the retail business. One of the main results - 2020 literally pushed online retail, intensive digitalization of sales channels, ...
27.04.2021 10374

How does mystery shopping help expose the gaps in your store's service?

Today, the lack of quality service and a customer-oriented atmosphere in the store is bad manners. Companies that did not care about their customers, did not think about their feelings and emotions before, during and after shopping - ...
19.01.2021 8195
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning