It’s an exciting time in the retail power mobility market. Emerging technologies and innovations are making mobility scooters, power wheelchairs and lift chairs more sophisticated and feature-rich—and offering end users greater independence than ever before. With the right marketing approach, these retail products can appeal to a wide consumer base due to their ease of use and unique features.
Here are four tips for effectively marketing retail products and driving more customers to your store and website.
1. Emphasize trust, quality & serviceability.
Across all marketing efforts, the dominant message should be that you’re offering reputable products from reputable manufacturers, backed by robust consumer support. Your audience should trust that when they buy from your store, they will receive a mobility product of world-class quality, tested to the industry’s most rigorous standards and backed by exceptional service from both the provider and the manufacturer.
There are many less reputable options available to consumers through direct selling websites that may be appealing at first due to convenience and price. It’s vital for authorized providers to reinforce that such purchases will bring more headaches down the road due to lack of quality and serviceability. Establish trust with your customers and build lasting relationships by delivering an all-around experience with quality products and reliable service.
2. Understand & reach your target audience.
As a provider, it is imperative that you understand the demographics of your market. For instance, populations in downtown areas of major cities will differ from those in rural settings when it comes general mobility needs. Your customer base may skew older. The median disposable income may be higher or lower than the national average. These are just some factors to consider when determining which products to market.
Additionally, a provider’s existing customer database can be invaluable for identifying follow-up opportunities. Maybe a customer who bought a retail product several years ago is ready for a newer model. A customer who previously purchased a scooter may benefit from a lift chair. Through targeted communication methods such as mailers, newsletters and e-blasts, you can harness these opportunities for repeat business.
3. Strong websites & showrooms create strong impressions.
Two areas we at Pride Mobility have made major efforts to help providers with are their websites and showrooms. That’s because a website that’s easy to navigate—with exciting products placed strategically—and a showroom that’s arranged in a way that engages and inspires visitors can lead to a more meaningful customer experience that ultimately increases the chances of a purchase.
Consider featuring retail products on the home page of your website. These tend to be products with many unique features that can create excitement for a site visitor. Even if they didn’t come to your site expecting to buy a retail product, prominent placement could lead them to click through to learn more about it. Additionally, it could serve as a reminder for them if a friend or family member needs mobility assistance down the road, and the visitor can act as a referral source from having seen a compelling product on the home page.
Complementing a strong website is a showroom that stands out and provides the visitor with an engaging experience. Are your higher-end target products clearly visible and accessible to a customer entering your store? Do you have a wide range of products on your show floor to meet the various needs of your customers? Is there adequate space for them to test the products? Do you have the appropriate signage throughout the store and on the products to educate customers? Are your employees trained on all products to create a compelling presentation for your customers? In short, try to view your retail location through the eyes of a customer coming through the door.
Use resources that manufacturers provide to help customers connect with products. For instance, for our specialty products with EZ Turn technology and Charge360 magnetic charging, we offer signage for these features that can be clipped on to a product or displayed near them in the form of posters and banners. Highlighting unique features both on-product and in other areas of the showroom can educate the customer and lead them to learn more about certain retail products.
4. Harness the power of social media.
Being active on social media is critical for building a reputation as a trusted mobility provider. Developing a social media calendar weekly or monthly can help you plan out your marketing strategy. Again, manufacturers may be able to provide resources to use; Pride Mobility sets a calendar each month with videos, photos, blogs and other media to highlight products and features or tie to the seasons.
Once your social media accounts are established, you should post regularly to build up a following. Consider unique ways to reach your audience through videos and photos. User testimonials, product reviews, feature spotlights and in-field testing all can be used to reach your audience. Don’t feel as if this content needs to be perfectly polished; video shot on a phone is very effective in conveying a message due to its realism, which can connect with viewers on an emotional level.
The Message Is Clear
Whether in your showroom, on your website, through social media, or any other marketing avenue, the message of quality and serviceability should be constant.
These are the factors that separate a reputable mobility provider from imitators and help build lasting relationships with new and existing customers.