Store Opening Strategy
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Retail
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Retail Opening Plan
Strategy:
Creating a successful store opening marketing strategy involves careful planning and execution to generate excitement, attract customers, and establish a strong presence in the market. All openings should build a plan on:
• Defining the target audience • Building anticipation • Understand the unique selling points • Engage the media • Collaborate with local influencers • Leverage social media • Review local partnerships • Create a menorable event • Direct marketing (Email and SMS) • Online advertising • Customer retention plan
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Upcoming Projects
Retail
Project
Territory
Project Type
Date
Reem Mall
UAE
New Opening
August
Tahlia
KSA
Renovation
September
Fayfa
KSA
Store Support
September
Kingdom Mall
KSA
New Opening
October
Yas Mall
UAE
New Opening
December
Dubai Mall Boutique
UAE
Renovation
TBC
Mall of the Emirates
UAE
Renovation
TBC
Ecommerce
Project
Territory
Project Type
Date
US Fullmillment Centre Launch US
New territory
September
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New Territory Launch
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• Engage Local PR agency to pitch the brand to the press • Explore OOH (outdoor) advertising locations, preferrable LCDs in mall or along the high street to support with directional signage • Internal email communication and What’s App artwork • Media and VIP Opening Event with activation e.g muisician, personalisation, photowall, gifting • Press release on Bateel expansion plan – International Media • Press release on brand opening – Local Media • Press Announcement on Bateel.com • Social Media annoucement – post and highlight • Google Ads focusing on product offering, location awareness and ecommerce platform (if available)
Pre-Launch
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Launch
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Post-Launch
• Media and Influencer Gifting Tier 1,2 & 3 • EDM and SMS to own opt-in data base
• Media partnership to cover the opening (editorial, social or database barter) • Brand awareness social media advertising campaign across Instagram and FB
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New Store Opening
Activities
• Press release – Local Media • Press Announcement on Bateel.com • Media T1 and VIP Opening Event with activation e.g muisician, personalisation, photowall, gifting. • In-mall/landlord support with directional signage, LCD, moopies or easels. • Media T1 and Influencer Gifting Tier 2 & 3 • Social Media annoucement – post and highlight • EDM and SMS to own opt-in data base • Brand awareness social media advertising campaign across Instagram and FB • Google Ads focusing on location awareness and ecommerce platform (if available)
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Renovation Strategy
Newly Renovated Location
• Media Alert to local press • In-mall/landlord support with directional signage, LCD, moopies or easels. • Media T1 and Influencer Gifting Tier 1, 2 & 3 • EDM and SMS to own opt-in data base • Brand awareness social media advertising campaign across Instagram and FB
Temporary Closure:
• Update the website to ensure the location landing page mentions ‘closed for renovation’ • Publish a highlight explaining the closure temporary for brand enhancements. • Communicate on the hoarding that the location has moved/or is only a temporary closure
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Store Support Plan
Objective Based Activities
Stimulate Footfall: • Paid for influencer collaboration – invite an influencer for an instore experience publishing content of the boutique online along with location tags • Reach out to mall or landlord for support with OOH advertising, social media and database marketing support • Launch an advertising campaign on the Google Network and Social media focusing on location awareness Increase ATV: • Launch instore sampling on a focused product accompanied with talking lines and a brochure or booklet • Re-merchandise the boutique to focus on cross-selling, focusing on the till area and multi-product purchases i.e.hampers and gift sets • Launch an advertising campaign linked to a thematic occasion to maximize the sales opportunity.
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RETAIL SUMMARY A successful store opening requires thorough planning, a prime location with high visibility and accessibility, effective marketing strategies utilizing multiple channels, engaging with the target audience through social media and influencer collaborations during the opening, ensuring a full product range is offered, with well-trained staff to maintain a seamless and memorable customer experience.
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Thank You
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