INVENTIVE STRATEGIES TO INCREASE STORE FOOTFALLS

R M S A N J A Y & A J I T A P O U D E L

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Free Pulley

Everybody loves when things are free. Most sweetmeat makers know this best. So a little “tukda” for taste is a custom you see everywhere.

What was ingenious was Grand Sweets in Chennai managed to give away pulioyogare, a rice pudding to attract and sell traditional Indian savories. Importantly, they do not sell that dish. This unrelated product, often distributed as a prasad at south Indian temples was a unique way to attract passer by, greet them with a small helping of the dish, allow the person to savor

the store and induce him to buy a small pack.

Works best with low entry, commodity product, low market spend strategy.

Bundle CSR, you have a killer!!!!!.

Ecstasy of lottery

Remember Willy Wonka, Golden tickets!!!!. Gifts, contests and rewards are very common to attract footfalls.

Diamond candles puts rings worth $10, $100, $1000, or $5000 in some of the candles and they never have to log onto discount sale.

More inventive is a Hyderabad biryani restaurant that put small silver coins to be won by a lucky customer every week. What was really nifty was silver coins had no particular pattern of emergence: they could pop at lunch or dinner, on any week day or week end.

Works best when timed with festivals or initial buzz..

Service capacity and customer expectation management is key for long term gains.

Personalize memory

Who wouldn’t feel wanted and memory etched forever.

Think of a restro that bakes the best grill and serves chilled beer. It takes your pictures with family and friends and hangs in hall of fame. It also send 5% of the bill to a charity with your name on it. You have a place owned by customer.

Well that is what Tom’s restaurant is all about, a space where your happy memories are frozen in happiness.

Works best with fine dine, high family touch, high customer engagement environ.

Post renovation opening.

Playing high and exclusive

Constraining supply side is a common strategy, stores like to play, to remain exclusive.

Tartine Bakery in USA, bakes only 200 – 300 of its signature bread everyday that gets sold out within an hour.

Despite of having huge demand, Tartine haven’t increased the production to maintain the exclusivity

An inspired bakery in Matunga took the step further. Bake the bread high with high yeast aroma floating around the time when the mom’s and office goers are attending to buying their sundries, down the shutter at earliest to create scarcity.

Works best when focus is on building brands in commoditized markets. High quality and variety management key to success.

Go Outlandish & Contrarian

It is not just jeans that use the image of outlaw or outlier. Stores effectively script a short term strategy to immediately attracts the customers.

Card Against Humanity (CAH) increased its card price on black Friday instead of giving a discount.

Rudy’ barbeque in Texas had a tagline “worst bbq in Texas” attracting a lot of attention.

A Turkish coffee shop came out with an original “drink 3 cups and sleep well challenge” not just to humor locals, but a must place for travelers visiting blue mosque.

Works well when new line or franchise is introduced.

Network Commune and prosper

Landmark did not need BIG Data to say it had a killer idea when it allowed story telling and summer programs in its shops. It saw highest number of book sales brought by impatiently waiting dad’s and mom’s who had come to pick their wards.

Toy retailer “Simba” discovered birthday parties, toy making, allowing children to talk about their toys to their peers is the best sales push.

Decathlon discovered the best way to keep its counters ringing is renting out the play grounds for birthdays. More moms and dad’s found it convenient to buy last minute expensive gifts that child is sure to cherish. Their kids also pushed open the wallet for their personal purchases.

Works best when integrated with customer life-cycle events and heterogeneous services

Redeem Guilt, location …

Ever wondered why toy stores close to a pub or a upscale saloon sees more sales.

Why exclusive women lingerie stores close to parking lot see more men shopping.

Location, location, location………………

Works well with high façade, quick sale process,

low price high impact produce

Thank You

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