Working in retail marketing means:
• Delivering effective marketing collateral across multiple channels
• Maintaining brand and campaign messaging consistent across those channels while tailoring your message accordingly
• Maximizing return on investment (ROI) on both internal and external(agency) production costs
• Working in a labor-intensive environment to deliver campaigns in volume and at scale
What are the most significant marketing challenges you face as a large retail brand, and how can you meet them?
Retail promotions planning
If you’re running your summer campaign in stores at the moment, you are probably busy planning marketing collateral for the Christmas holidays. Promotion planning never stops. When you hit Christmas, you’re already thinking about how you’ll transition out of next year’s spring season. However, in many respects, campaign timings are the easy part when compared to store material planning.
The more significant challenge is ensuring every store location gets what it needs, be this in-store point of sale (POS), local marketing collateral, or location-specific information. A retailer will rarely have a portfolio of stores all the same shape and size. There are challenges to meet around how much POS material is needed, and the specific types of POS material that can be deployed. Some stores may even require POS material in unique dimensions. Say a retailer has 50 stores, and only a handful of them have specific POS requirements, then that’s an immense additional workload to consider.
Distributing large volume marketing materials
Adding to all this is the pressure to ensure promotional marketing material reaches its destination at the right time, and in-store personnel are briefed correctly and in full on its execution.
Yet, getting marketing collateral into a store is often a straightforward operation. After all, while you may have a unique promotional pack for a store, all the material goes to one place. The process becomes repeatable.
In contrast, distributing marketing materials in volume to many stores can be a much more complex task. First, you have the challenge of creating individual POS materials for stores that have specific needs in terms of product shelf space and marketing inventory space. Then, depending on your campaign promotions, you may need to create different price cards, banners, leaflets, brochures, or catalogs for your campaign. Finally comes the challenge of the distribution itself. Can your print and mail distribution supplier get those materials into the hands of stores and customers at the right time?
Start with a solid data foundation
Efficient production and execution of a marketing campaign starts with a solid data foundation. If you have a robust data setup relating to your product information (PIM), your creative assets (DAM), and your promotions data (MRM), you can potentially automate all your marketing materials. The Relayter platform helps large retailers and brands achieve this with an enterprise class data-to-layout SaaS solution. Depending on the data you already have available within your organization, you may also have the potential to personalize your marketing materials for each store location or even the customer itself.
Without data, you’re taking a shot in the dark and simply create blanket campaigns in the hope that as many people as possible “get it.”People are different, your store locations are different, so your marketing materials should be different. Through smart data input, Relayter can help retailers achieve fully automated and personalized marketing content.
How to set up marketing production without agency work
Automating your marketing production can help you eliminate the need to work with agencies and make you far more productive. As such, you can expect to instantly reduce costs, enhance the profitability of your campaigns, and enjoy improved ROI.
Marketing content across channels needs to be designed on-brand to achieve brand consistency, whether advertising on social media, via door drop marketing, or in-store. Automation supports this by establishing a data driven design foundation that is consistent across the board.
When thinking about marketing production automation, the following key components should be considered and in place before you start:
• Create smart templates that dynamically create marketing collateral based on the data input.
• Write logic or business rules to fill these templates correctly with promotions and product data, for specific situations and channels. This can include elements of personalization when producing consumer marketing materials or even different messages for specific store locations.
• Setup marketing production workflows so these processes can be repeated automatically, delivering all your required content types and materials across multiple channels, both online and offline.
When you have this in place, you can create branded ad-hoc promotions whenever you wish and have templates at hand each time you need to set up seasonal activity.
Automatically publish and distribute marketing content with Relayter
Relayter.com provides a complete set of tools for the automation of your omnichannel marketing productions. It helps retailers and brands automatically import data and turn this into marketing content across different channels. This makes it easy for retailers to create everything from social media banners to in-store POS materials, including bespoke collateral where needed.
Content can be generated automatically on-demand into PDF, JPG, InDesign, PNG and other file formats. Easily process content in clear customizable workflows. From final design touchups by your agency to stakeholder proofing with notes and approval flows. Relayter optimizes the complete marketing production process.