Ruby Tuesday increases in store promotions

Ruby Tuesday is changing marketing tactics. The restaurant reduced marketing allocations for TV advertising to increase spending on in store promotions.

Ruby Tuesday’s newest promotions center on the consumer experience while dining. Promotions vary from offering two-for-one sales and website showcasing their green practices. The promotions are designed to be a direct approach to drawing customer in. After witnessing decrease in sales for 2008, the restaurant was prompted to use in store promotions over TV advertising that was not paying off.

Across retail, restaurants, and auto industries, we are seeing a move in marketing and promotions to be centered at the point of sale. Look at Hyundai’s success with their on site promotion. In a MediaPost article, Ruby Tuesday’s leadership won’t claim success yet. From what we’ve seen, customer driven promotions are the key to draw people in and improve sales.

How will the shift in advertising from TV to in store, effect the marketing industry? What other in store promotions have you seen?

In-Store video promotions used by Tween Brands

In-store video promotion is a growing trend. Meijers uses video at the point of sale and Betty Mills runs customer testimonials onsite. These are just two examples of the growing trend to use media for in-store promotions. Tween Brands is applying the same tactic but to their niche market.

Tween Brands targets shoppers from the age of 7-14 years. The are they largest tween age retailer in the nation. The retailer has recently installed in-store video promotion, The Tween Network, in Justice and Limited Too stores across the nation.

In a report by MediaWeek, the retailer’s strategy is to create a link between the mail catalog and in-store shopping experience. The Tween Network is designed to reinforce the catalog advertising by fostering a customer experience to increase the time in the store.

It is becoming more common for retailers and brands to use video and online resources in their marketing mix. Unlike static printed displays, the video components are easily customizable after the initial installation of display screens. Once the hardware is in place, retailers and brands can change the content as often as they like. This allows for quick seasonal and niche market promotions.

Where do you think the direction and growth of in-store video is going? Do you see it as an effective marketing tool?

Retail Survival Guide: Keep it hot!

Yesterday, CNNMoney had an amazing article on what retailers need to do in 2009 to get shoppers in their stores. Author Parija Kavilanz says it boils down to retail basics:

1. Products
2. Price
3. Service

Instead of following suit with the auto industry, whose woes are well published, the article advises retailers to show off. Attract consumers with keeping in-store promotions enticing and consistent. Avoid pulling back in fear of the economy. Instead, focus on what customers want in terms of product variety and competitive pricing.

Retailer’s first step is to entice consumers into the store. Don’t slash prices excessively, rather focus on exciting in-store promotions that draw consumers in.

Once the consumer is in the store, the second step is to focus on merchandising. Avoid filling racks with discounted products and minimal staff. Merchandisers should move appealing products to the front and promote using eye catching displays. Maintain the value of the retail brand with clean and well-presented store front. Regardless of the economy, consumers want to enjoy their shopping experience. Make your store front a warm and inviting get away from the daily economic down turn.

Lastly, keep in touch with your retail results. Know what promotions are effective and where consumer experiences are lacking. Be proactive about making changes to merchandise, prices, and customer service programs. Staying in-tune with your consumer is the key to staying on top for 2009.