The Consumer Technology Association* projects a record-setting $96.1 billion will be spent on technology products in the U.S. between October and December of this year. The right marketing strategies help your stores achieve higher profitability and increased sales during the upcoming 2018 Holiday season. 

By putting the right plans into action, your stores can take full advantage of this peak sales season. Here are some of the most practical marketing strategies to brighten the Holiday outlook for your stores. 

Catering to Online Researchers 

The biggest competition for your brick-and-mortar store may not be located in your community. Going head-to-head with the internet giants can be a tricky proposition.  

According to research conducted by Epsilon*, 60 percent of Holiday shoppers aged 45 and under perform online research before traveling to a local store to complete their purchase. These shoppers want immediate gratification of having their desired product in hand and will often pay a higher price in order to eliminate shipping times and costs.

Shoppers performing online product research enter your stores armed with knowledge, yet tend to seek validation about what they have learned from sales associates. While the internet provides a plethora of information about the latest PCs, it cannot replace the face-to-face assistance and guidance of a knowledgeable sales associate, on-hand product demos, side-by-side processor comparisons, and more that is provided by the in-store shopping experience.  

Your sales associates must have the training and tools needed to deliver not only the product, but the experience the customer needs and wants. In-store interactive sales aids such as the Intel® Retail Experience Tool (RXT) deliver an engaging and exciting shopping experience for customers while visually demonstrating the differences in processors, capabilities of new Intel® technologies, and more. 

The Best of Both Worlds

Many retailers allow customers to shop online on their brand’s website and either narrow down their choices for in-store comparisons or buy online and pick up their purchases in a local store. This creates the perfect synergy for customers who want the best of both worlds.

Typical buying processes might look something like this:

• Your potential customer is looking for a desktop PC with enough processing power to run the latest VR applications and ultra-HD entertainment options.
   
• After a little research, the customer decides on an 8th Gen Intel® Core™ processor to power the new PC purchase. The information she found revealed these processors offer exceptional power and speed to make multitasking and advanced video editing easier.
   
• The customer uses your website to compare different desktop PCs you carry that are powered by 8th Gen Intel® Core™ processors. She then selects a PC and completes the purchase online, or narrows down her choices to two or three PCs.
   
• The customer comes into your store and picks up the PC purchased online or she takes the two or three selected product options for a test-drive with the help of one of your associates.
   
• The customer asks questions and gets the expert advice and assistance she needs to complete the purchase.
   
• The customer leaves your store happy with her new PC, confident it has plenty of processing power and other features she needs.

It’s important that your website accurately reflects the current inventory you have on hand in your stores. Nothing can crush an in-store shopping experience like lack of products.

By aligning your online and in-store brand strategies, you provide better experiences that allow you to capture more online and in-store sales, and increase the likelihood customers will purchase additional items.

More on Creating the Best Customer Experience

As a tech retailer, you are selling more than computers and accessories. You’re also marketing a total customer experience from pre- through post-sale. Not enough can be said about a store’s atmosphere or the in-store experiences made available to customers. 

Retail stores designed to generate excitement inspire customers to spend more time browsing the aisles. This adds up to increased sales for you and your team. 

• Interactive displays allow your customers to perform product research right in your store, reducing frustration levels if sales associates are busy with other customers and paving the way for immediate purchases. 
   
• Solid Wi-Fi connectivity is a must. It’s turned into a basic expectation of customers and is used in-store for activities such as product research, social sharing, and checking product and store reviews. Some customers may also be more tolerant of waiting on help from a sales associate if they’re able to access Wi-Fi. 
   
• Allow customers to try out the latest PCs as your associates explain the features and benefits. Demo PCs give customers the chance to experience firsthand the look, feel, and capabilities of devices for sale in your store. 
   
• Personalize your approach to customer service and sales to increase customer retention. Listen to your customers and provide them with the technology products and solutions they want and need. This pays off many times over in increased sales and more customer loyalty. 

Your sales associates are crucial in creating the right experience for loyal customers and first-time shoppers to your stores. According to a study conducted by the MIT Sloan School of Management* and publicized by Retail Dive*, lack of service in the retail industry is responsible for the loss of six percent of potential sales. 

Make sure your stores are adequately staffed with friendly, capable, and knowledgeable sales associates. It can be the difference-maker in your overall sales outlook for the upcoming Holiday season and beyond. 

The Intel® Retail Edge Program provides you and your staff with the latest information on Intel® products and technologies. Encourage your sales associates to participate in the Program and give your stores a real competitive advantage all year long.

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*Other names and brands may be claimed as the property of others.

©Intel Corporation 2018. Intel, the Intel logo, Intel Retail Edge Program, and Intel Retail Edge Live are trademarks of Intel Corporation or its subsidiaries in the U.S. and/or other countries.