August 26, 2015 – Your wireless marketing presence should be the heartbeat of your business. It brings customers to the door who put money in the drawer. We all sell wireless products and services. It's imperative that your wireless store differentiates itself from the competition.
That said, the wireless business can be all too willing to cut back on marketing to cut costs (signage, digital creativity, etc.). But this doesn't have to be the case. Marketing doesn't have to be detrimental to the bottom line.
A prominent theme throughout this series has been how customer experience is the ultimate differentiator when it comes to retaining customers. Your customers could really bring their business anywhere; everyone has devices and plans. What will keep your customers coming back to your store is the unique, one-of-a-kind experience and treatment they receive there. You not only have to treat the customer better than your competition; you have to treat them differently.
One way to do that is by giving them options in how to utilize your store space. We have already discussed ideas around consumer expectations in your store. One way to differentiate yourself in using that space is to give your customers something that they may not expect but that still creates mutual value. Here are a few ideas on how to do this:
The Art Wall. Designate a wall in your store for customers to come in and contribute artwork. You can contact local artists and students to come in and feature their work. You can then sample some of your technology and devices to record and share that work!
The Game Spot. If there's one thing that a tech savvy crowd likes more than keeping up with the newest wireless technology, it's keeping up with the latest gaming titles and systems. How about setting up a game section in your store to give it an arcade-like nostalgia and (possibly) generate some secondary revenue? You can host contests and tournaments with a small entry fee and devices or accessories for prizes!
The Kids' Section. If you're in a community with children, you should consider tailoring your store space in a way that compliments it. Try carving out a small space in your store as a “Kiddy Corner”, where children can hang out and play with toys while mom or dad talks wireless business.
The Cafe. Much like gaming, the tech savvy demographic loves the cafe atmosphere. Use your store space to cross-market with a local bakery or cafe in your community and invite them to come sample their best coffees, teas, and baked goods for your customers.
The Photo Booth. While you may think of an actual mall photo booth, this final point more so refers to your entire store. If your customers truly appreciate the customer experience you provide, you should give them the opportunity to capture and share that experience in the best way: with a picture! Encourage your customers to take and share pictures in your store. It's a very humanizing way to market your store and set it apart.
Utilizing your space in new and creative ways lets your customers express themselves and feel like are taking part in creating your store's culture. Furthermore, these ideas will save you money and cut marketing costs because they are largely using a resource (your store space) that you already have at your disposal. As always, let the customer experience you provide be the ultimate benchmark for your wireless business!