How to have a successful retail store in a tourist destination
Having a retail store in a tourist destination like Branson, Missouri, the Smoky Mountains in Tennessee, or maybe a place like the Florida Panhandle can seem great when you first think about it.
You’re getting access to a lot of foot traffic in these tourist centric areas, but as many people in retail know, it’s not without its challenges.
The following are some key things to know about being successful in retail that is specific to places that get a lot of tourist activity.
Take advantage of the benefits
There are benefits to opening a retail store in a place that gets foot traffic, including from tourists.
The foot traffic itself is, of course, one of these benefits.
You have the ability to grab the attention of people walking by, and not all retailers can say the same. Of course, you have to actually take advantage of that chance to get attention.
People may enter your store out of curiosity at first but then become loyal customers, even in touristy places.
You also gain access to a wider variety of possible customers. Tourists are going to come from all walks of life, and that can be a benefit because you’re getting diverse exposure.
At the same time, it can create challenges because you have to find ways to market and appeal to a broader customer base than you would have to if your retail store attracted primarily people who came to your location purposely.
Getting people in the door
If you’re in a touristy location and you’re a retailer, traditional types of marketing might not be as effective.
For example, TV and radio advertising isn’t necessarily going to be effective for tourists because they’re simply not going to have exposure to it. When you’re on vacation, you’re not as likely to be listening to the TV or radio.
Instead, your chance to get people in the door comes from what you show them. You need curb appeal.
Travelers are much more likely to discover a great retail store by chance. They could pass your store when they’re walking somewhere else, going to a nearby restaurant, or when they’re on a walking tour.
Regardless of how they discover it, you need to be able to pull them in quickly from what they see on the outside.
They are going to judge a book by its cover in this case.
Along with signage and “curb appeal,” visual merchandising is huge when your store is in a place with a lot of foot traffic, especially from travelers.
While TV and radio might not be ideal for advertising for a tourist centric retail store, social media can be. Encourage people who come to your store to take photos and videos and then use relevant hashtags on social media.
Location-based hashtags help people discover new things to do and places to go before and during their travels.
A fun idea is to set up a photo booth or photo area in the corner of your store where people can snap a social media picture and let their followers know they were there.
Offer events in line with the local culture
When people are traveling and are on vacation, they want to connect with the local culture, whatever that may be.
For example, maybe your store is in a town known for its breweries and hiking. If so, build events around what the area is known for locally in a way that lines up with what you sell.
Much more so than when they’re shopping in their hometowns, travelers want to feel like they’re immersing themselves in the experience of their destination.
You can also focus on your products when you host events, but try to tie it all together with the surrounding city, town, or landscape.
When people are traveling, they’re all about the experience, so as a retailer, go beyond selling items and create that experience for them.
Reach out to travel bloggers
Travel bloggers can be a good way to get your store out there on a broader basis than just relying on foot traffic.
If you have a bricks and mortar shop, you might find bloggers that write exclusively about your area or maybe general travel bloggers.
Prepare for seasonal slumps
One of the toughest things to do when you have any time of business in a tourist area is that there will inevitably be slumps based on the travel season.
What you can do during those times is work on building your online presence, and you can cultivate a strong social media following.
You can also think about how you can cater to local residents year round.
Provide drinks and snacks
The idea of providing drinks and snacks goes back a bit to the idea that when people are traveling, they want an experience. They’re not out shopping for the necessities in most cases - they’re out shopping for fun.
Provide mimosas or little snacks on particularly busy days.
This creates a pleasant environment that people can enjoy while they’re traveling.
If you’re in a cold climate, maybe you offer hot drinks like tea and hot chocolate. In a hot climate, you could offer spritzers or refreshing drinks.
Think about a range of budgets
If you have a store in a place not known for attracting a lot of tourists, it’s easier to focus on one budget bracket. You likely have a strong idea of who your targeted customers are, and you gear everything toward them.
In a tourist destination or a place with a lot of foot traffic, your shoppers could be anyone. That means their budgets are going to vary quite a bit.
Some people might want to come to buy cheap souvenirs, while other people might love to splurge when they travel.
Having a wide variety of price points can attract more customers and raise the chances that more of them are going to spend at least a little money.
You might also want to offer little perks that make shopping more convenient, like shipping services if someone doesn’t want to take their items back in their luggage.
