Hardware Retailing

MAY 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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HARDWARE RETAILING | May 2018 186 Funneling Customers Toward a Purchase Yu recommends retailers create a series of nine videos to build awareness, spur engagement and finally drive sales. Check out the prompts below to help you get started. Consider your business's highlights, then grab your smartphone and start recording. Be brief, be informative and be ready to see increased traffic online and in-store. Awareness Engagement Conversion Take common questions you hear in your store and provide answers. Video 1 How can customers best tackle popular home renovation projects? Video 2 How can customers protect their homes against severe weather? Video 3 How can you make a big home improvement splash on a small budget? Row 1—The Why Awareness Engagement Conversion With these videos, tell customers who you are and what your business means to you, and connect with the local community in an honest way. Video 1 Why did you start your business? Video 2 Why do you love your local community? Video 3 Why is supporting independent business vital? Row 2—The How Awareness Engagement Conversion Here's where retailers do what they do best: sell. Use this final set of videos to actively promote new products, specials and services. Video 1 What items are on sale for the first time in months? Video 2 What products have the biggest discount in your store? Video 3 What new features does the latest line of power tools include? Row 3—The What

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