In-store Marketing is an often-undervalued part of a Marketing strategy. It plays a vital part ensuring your businesses premises matches your brand and offering.

Of course, there will be many garment decorators who look at their premises as just a show room, but it can be so much more, it can be a lead generation and sales tool in itself. And in these turbulent times there will be precautions and considerations to be made. But with the correct procedures in place a showroom is still a vital sales tool.

This will not be applicable for some as there are of course purely online operations, or people who operate in remote units, lockups etc. But for garment decorators looking to attract customers and increase footfall in-store Marketing can play a critical role.


Customers trust you with their branding needs, so ensure yours is also on point from the moment the customer locks eyes at your building, enters your showroom and so on. Catching a customer’s attention visually is key, whether this is in-store with visuals, point of sales materials and Marketing collateral or outside branded with visuals, decorated windows or sandwich boards with your last offers, promotions and latest range of products.

Along with this consider things like promotional giveaways and merchandise giveaways branded with your info and details, branded samples and swatches. Anything that enhances your businesses brand that may also come useful for your customer.

You can also extend your offers to be store only. Offer showroom specific offers, discounts and incentives which can only be used by visiting your store, give people a reason to visit you.

Combining all these factors makes for an enticing store which hopefully both existing and prospective customers will visit. Offer a professional appearance, service and give customers a reason to go one step further than picking up the phone or searching for you on Google.

It allows them to visit you, see the quality product and proposition you offer, chat to you, get a feel for your business and brand. Despite the steady year on year growth of personalised clothing being sold online, there is still no replacement for seeing the quality of both a product and a service.

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Programmatic Advertising: An Introduction





Programmatic advertising is the use of a software to buy digital ad space, it provides complete autonomy for businesses. In the past few years it has made great strides in its development with a whole heap of tools, platforms and resources available for businesses looking to streamline their online advertising.

This form of advertising uses data science to improve your online conversions, it considers seasonality, user behaviours and much more to model paid search results. It essentially uses predictive analytics to monitor, maintain and enhance your ads based on a number of behaviours namely customer demand.

For this you need the right data sources, this allows you to build models to explore customers behaviours. There is a whole heap of data out there when it comes to Online Marketing and your business (I would argue too much, some useless data which only causes confusion when trying to make decisions). 


A fully data driven approach requires autonomous decision making such as AI & Machine Learning provides has become vital over a manual approach analysing 1000s of sets of data. Using AI & ML provides valuable Marketing insights which a manual approach can’t deliver and can be used to streamline future campaigns.

There are a few things to consider when using an automated approach:

  • Define your goals & outcomes: What is your campaigns end goal? What data is relevant to be collected and collated? Knowing your aims & goals allows you to decipher what data is the most relevant and appropriate to use.
  • Complete a data audit: Your business probably has an abundance of data readily available. Data from Analytics, Webmasters & Ads plus any CRM data or transactional data from previous orders and enquiries. Assess this data and work out what is relevant, what can be used and what would provide value to your business and its online efforts.
  • Consider external data sources: Alongside having data about existing customers, creating an online profile for a new potential customer is essential. Use public data sources such as Google Trends, UK Data Service and other readily available datasets to identify any existing online retail trends.

Undertaking Machine Learning & utilising AI in Marketing is in its infancy for businesses with only large multi-nationals having the facilities and resources to build bespoke software to fully utilise it. But there are a growing number of software available for small businesses to utilise with the pick of the bunch being Phraseee, Optimove, Rapidminer and Automat.

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