After you have identified your target market, you have crafted a compelling message, how do you get the message out to them?

Good market media selection is about:

• Lead generation: getting them to come to your store
• Lead conversion: getting them to buy while they are in the store
• Customer retention: triggering repeat visit

Smart retailers use multiple media to lead generate.

Some use advert, leaflets, billboard ad, sponsorship, radio and TV ads and newspaper ad.

Many retailers now have their own newsletters they use as lead generation magnet.

However, the most important thing is what happens after you get them into your store. That is where the rubber meets the road.

After you have identified your target market, you have crafted a compelling message, how do you get the message out to them?

Good market media selection is about:

• Lead generation: getting them to come to your store
• Lead conversion: getting them to buy while they are in the store
• Customer retention: triggering repeat visit

Smart retailers use multiple media to generate leads.

Some use advert, leaflets, billboard ad, sponsorship, radio and TV ads and newspaper ad.

Many retailers now have their own newsletters they use as lead generation magnet.

However, the most important thing is what happens after you get them into your store. That is where the rubber meets the road.

Yet Tesco CEO is moaning that he is losing his customers to his competitors.

How can that be?

The answer is simple, he is not converting them.

Conversion is getting people to take the actions you like them to take, such as coming to your store and buying you products.

Do not underestimate the difficulty of getting people to part with their money. Being a retailer you understand this better than anyone.

So in this section I walk you through a process of how to convert customers when they come into your store.

Therefore, it is very important you pay attention to your conversion process. There are lots of easy ways you can easily improve your conversion process.

Missed opportunities is also another aspect of the conversion process.

It was revealed in a report that 75% of shopper say to only see 25% of the merchandise in retail stores.

Just think if the process was to be reversed, if they saw 75% of the merchandise instead, what will that do to your sales?

Increasing your sales requires you pay serious attention to your conversion process.

I once told the story of the time I went with my son to shop at Next. I did not know what size to buy for him so I was looking for a store assistant to help me.

I stood for a while looked around when I could not find one, we went to GAP there was someone there to help me so I bought from GAP.

Next missed the opportunity GAP benefited from it. How many customers walk away from your store for similar reasons?

Part of the sales process is triggering repeat purchase from the time of the initial purchase.

The way you trigger repeat purchase is to have a customer retention strategy in place in your store.