Opening a new store? Here's how to max out your new location's potential

Opening a brand new location is hugely exciting and multiple locations mean that more people are seeing your brand and you can reach out to them in new, exciting ways! The truth of the matter is that opening a new store isn’t as simple as opening the doors and gaining the footfall - it will take some time and effort to get customers crossing the threshold. In this blog we share our advice for opening a new store so you can max out your new location’s potential.

Get talking about your new location

This may sound obvious, but if you’re not talking up your new location then it might as well be a well kept secret! If you’re smart about promoting your new location then you’ll be taking every opportunity to share the news in store, make a big announcement on your website and showcase your news and developments on your social media channels.

If your new location is going to be nearby, you should be sure to communicate this to your existing customers and keep them updated on the progress. Make sure that your team is enthusiastic and promotes the store opening too. You could also run a promotion in the lead up to the grand opening and let your customers know through chatting with them casually and sharing flyers in their shopping bags. You can use any means of promoting a new location that fits your existing style - in hospitality, you could share your news on coasters or in a clothing store, have t-shirts printed for your team to wear.

Well maintained social media channels will always be a great tool for sharing news. Businesses often benefit from posts which are more centred around celebrations or milestones so create a buzz around the exciting news with behind the scenes photos. A giveaway might encourage people to share your news too.

An email campaign dedicated to the news of your upcoming store opening is a great tool. You tailor this to your target audiences - i.e. people who live within a suitable radius of your new location. Sharing the news repeatedly with the wrong audience could cause some customers to unsubscribe so keep your marketing relevant. The best way to do this is to use your customer management data to target your emails effectively. Saledock makes email marketing simple with 2 way customer sync with HubSpot for your targeted marketing campaigns.

Make a splash on opening day

There’s no grand opening without the ‘grand’! Opening a new location is a really exciting event and in an ever-changing retail landscape, it’s always great to see new developments on the high street so make the most of it! Spend time planning your opening event with an appropriate budget and theme. Be sure to put yourself in the shoes of your customers and think about what their experience of your planned event will be. As a logistical task, you will want to consider the following in detail:

• How you will finance the event
• How you’ll advertise (PR, marketing, flyers etc.)
• How you’ll decorate (window displays/decorations)
• Planned activities such as a fashion show, tasting, demonstrations, special guests/entertainers
• How many staff you’ll need
• Publicity (local press/photographer/videographer)

For those who aren’t aware of your grand opening, you need to create an eyecatching scene around your new location so consider carefully how to draw new people in. This will be very different depending on the type of business you’re opening and also specific location details such as how much pedestrianised space is in front of your store. Whatever you do, you need to make it pop so people want to come and see what’s going on! The bottom line is: you can’t just fling open the doors and hope that people come inside. You need to carefully consider what will attract your target market.

Get your customers in on the action

With your most loyal customers this will be quite easy. The people who advocate for your brand will be among those who are spreading the word about your grand opening. You could reward these customers with more exclusive offerings such as ‘invitation only’ events for them and their family and friends. You can remind your customers to share and post content online with branded hashtags - make sure you make this easy by subtly providing hashtags on flyers or stickers around the store.

Invite the press

Getting your news into the local press is a great way to let people know about your new location. You could invite the press to your grand opening or better yet, give them early access. You might find it tricky to get them involved so make sure that you sell your new location with an exciting angle - emphasise what you’re bringing to the local area. Something bold and exciting could help you stand out with the press such as a special guest or stunt to put you in the spotlight.

Create a presence online

Make sure that your business can be seen from every direction. Get all the right information including address, opening hours and phone numbers on Google, Facebook, LinkedIn, Yelp and anywhere that people will look you up. You can invest in ways to improve your SEO to be sure that customers can find you.

Help drive traffic to your location by showcasing your inventory with an eCommerce platform. Saledock helps you sell everywhere and reach a wider audience on Facebook, Instagram and Google Shopping. Make sure that your images are high quality and that your content emphasises your quality as a brand.

Conclusion

Opening a new store is both an exciting and challenging time. As a retailer, advertising a new location requires some careful planning but there is plenty that you can do to create a buzz about your new store. You can get off to a great start by sharing information on your new location before opening through various channels, including social media, email campaigns, and word of mouth. Creating a memorable grand opening event, with activities and decorations that are tailored to the target market, is a great way to draw in new customers and maximise your new location’s potential!

With Saledock, we want you to succeed! Why not start your FREE 14 day trial today to get your multi-store business off to a winning start and see for yourself why Saledock has been named Point of Sale Technology of the Year by 2022 Retail Systems Awards.