THIS year has brought
about significant
change for the travel
industry, particularly as
technology continues
to transform the way in
which agents interact with
clients.
The rise of technology,
while exciting, could
bring challenges for
agents, with less need
for personal consultation,
says Shariefa AllieNieftagodien.
“It is perhaps time we
re-invented ourselves and
learned from retailers in
our sister industries.”
These are five tips
Shariefa believes agents
could incorporate into
their marketing strategies
to increase sales.
Strategic marketing
While retailers market
their core products, they
also market seasonal
items separately in line
with what is of public
interest, says Shariefa,
adding that this helps
set companies apart in
the eyes of the customer.
She says collaboration
with other companies not
directly related to your
market can also help to
enhance your product.
Customer experience
Put quality first. Shariefa
says she did a quick
internal survey asking
where most of her
colleagues bought their
bread. “Most said Woolies
and their reason was
‘quality’.” She explains
that because the company
puts quality first on its
marketing agenda, in
terms of advertising, shop
layout and staff training,
customers perceive better
quality and will pay for it.
Specials and
discounts
Slow days and months
can be used for specials
and discounts. “These
short specials or
discounts lure customers
to buy, especially if
there are short time
frames to ‘secure the
deal’, for example,
birthday specials, ‘Wacky
Tuesdays’, midweek
specials and monthend
quick buys,” says
Shariefa. “An e-blitz can
bring in sales – think
Checkers, Food Lover’s
Market and Clicks.”
Authenticity
Enhance what works.
“Why are customers
buying from you? What
works for them?”
questions Shariefa.
“Some retailers sell
the same things but
customers go to them for
different reasons. Think
Edgars, Woolies and
Truworths; how are they
drawing their customers?”
Build brand loyalty
Learn how to build your
brand with the right
messages. “Why do we
call the store ‘Woolies’
and not Woolworths? It’s
clever marketing. Woolies
sounds intimate, like a
family friend, someone
who is always there and
part of the family,” says
Shariefa. Competitors
like Spar then responded
to this with strategies of
their own like ‘My Spar’
and ‘My Spar stories’,
she adds.
Ultimately, Shariefa
says that while agents
can observe and learn
from other retailers to
grow their businesses,
it is important that they
continuously evaluate
how they are performing
in the market and how
their customers are
responding to various
forms of communication.
“The future will always
hold some uncertainty but
if we do our homework
and invest in our people
so they understand,
implement and monitor
the company’s big picture,
then there is certainly a
brighter future ahead.
