Strategy: Health and Wellness Boutiques

Congratulations! You’ve decided to launch a health and wellness boutique.

Deciding on a Strategy

Is there a strategy that is just designed for retail and where no other industry can it use?  The short answer, no. A marketing strategy is a road map, helping you decide which direction to take, whether it will be to enter a niche, penetrate a market, create differentiation and so on.

And, any of these strategies can be used for your boutique.

But, there are certain tactics that work beautifully for a local boutique! Get the plan, here!

Before you decide, include these important factors during your planning stage: your competition, location, product choice, and the technology available to you.

A properly developed marketing plan can accomplish a lot for a relatively small amount of time and effort. It stimulates thinking and can help you better use limited resources. And, today’s successful retailers compete using more than one strategy and more importantly, being on all sales channels.

Category Development  

This should be developed based on what your competitors are carrying, trends and what your target audience wants as well as items that will make you unique. Category development should also be developed as impulse products, trends and staple items.

Sales Channels

Now that you’ve decided on your marketing strategy for your boutique, your next step is to plan out your sales channels and today’s that means using all of them, from the actual store, website, catalogue

Loyalty Programs

A good loyalty program takes into consideration your customer and whether the financial investment of a loyalty program fits the purchase frequency and size of transaction. If you’ve decided to implement one, then your loyalty program needs to start with the positioning of your program. Most programs don’t have one, and that’s why so many programs look and act the same.

Budget, Accordingly

Retail is always 6 months ahead than any other industry. You’ll need to plan and budget for the holidays, new stock arrivals, street festivals and other important events many months prior to these dates. You will need to stock extra cash for advertising, so keep your finances up-to-date.

Train Staff 

Too many small boutiques skip out on training staff and, as a result, lose sales. From staff complaining about management behind the cash without a care for the shopper in the store to selling your credit card ‘at the cash’, timing, shopping behaviour and customer experience play important roles in helping you make more sales.

Promotional Planning for Boutiques

Unsure where to start to get shoppers in your store? We know the world is getting smaller and noisier. Your customers are tuning out to advertising messages and at the same time getting pulled-in to shop online or at another store by their iPhone. Start with a Grassroots style of promotion, like street signage, passing out coupons and working with other local retailers. Also, if your product doesn’t fit the local residents, you will need to do local advertising. Don’t forget social media works wonders for local businesses. Get more answers and learn how to reach your customers in today’s competitive and fast-paced market right here!


5 thoughts on “Strategy: Health and Wellness Boutiques

  1. I love the idea of a personal shopper right in the store. In fact, I have a friend who has a consignment store with amazing software where she keeps details for every customer. If you can afford the database, wow what a service to provide.

  2. Therry, I find that many boutiques are still using old/traditional advertising and marketing strategies and techniques. Many times a new approach can turn around slumping sales by employing newer social, local, and/or mobile marketing approaches 🙂

    Thanks for your insights and suggestions,

    ~Coach Mark Edward Brown

    1. Thanks for your comment Mark,

      But there is no old strategy, it either works for a company or it doesn’t. As I said, it requires an analysis. What you’ve highlighted are not strategies but promotional vehicles and as mentioned in the post, successful retailers employ all sales channels, which mean social, local and mobile.


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