Marketing has never been more accessible for a small business. Nor has it ever been quite so overwhelming. The number of online and offline promotional channels seem endless at this point.
This has created the need for a multifaceted approach to sales. Various channels should be utilized, metrics tracked, and adjustments made as you go along. This can help a business ensure that they’re effectively reaching their core audience.
The need for a comprehensive marketing and retail strategy has been a necessity for a while now. Nevertheless, there may be a golden window of opportunity opening up in the near future — and brands interested in selling in the U.S. marketplace should be ready to act.
A Brief History of Modern Retail
Don’t worry, we’re not about to dive into an intricate history lesson here. But, it’s worth running through the trajectory that the retail world has taken as the technological era has kicked off.
Painting with broad strokes, modern retail has roughly gone through four stages in the last several decades:
- Exclusive brick-and-mortar retail was the only option before the internet era.
- The arrival of the internet began to foster a new e-commerce portion of the retail sector.
- Over the years, e-commerce grew until it had claimed a legitimate section of consumer shopping activity.
- The coronavirus pandemic began, shuttering countless brick-and-mortar enterprises and funneling a massive amount of activity online.
Now that the so called “new normal” is beginning to take shape in the U.S., a new phase seems like it’s about to kick off.
The Potential of a Post-Pandemic Retail Window
With the pandemic so fresh in the past, it’s still difficult to truly tell how the future will unfold. Even so, we’re willing to bet that things aren’t going to look the same as they did a couple of years ago.
For instance, while brick-and-mortar stores are clearly sticking around, in many cases they’ve consolidated. Many smaller chains and weaker threads in the larger retail fabric couldn’t weather the pandemic, either.
In many cases, this has left a paired down selection of robust big box retailers, companies like Walmart, Target, and CVS. For an ambitious startup or smaller operation, each of these can be pursued as a refined list of potential brick-and-mortar retail options.
Additionally, the new emphasis on e-commerce isn’t likely to vanish any time soon. Will it ebb a bit in the wake of the internet-heavy pandemic? Possibly. As physical stores ramp back up, it will probably have an impact on online shopping.
But the online shopping trend isn’t purely pandemic-related. As consumers and companies alike are aware, e-commerce has a long history of growth that isn’t likely to stop here. And with companies big and small used to maintaining an online presence now, it would seem that e-commerce has nowhere to go but up.
Blazing a New Retail Trail
Simply put, we’re in new territory here. It’s time for forward-thinking brands to take the next step. With a red-hot e-commerce space and a brick-and-mortar marketplace that is catching fire once again, the next few years will be pivotal.
TruLife Distribution is ready to take advantage of this opportunity-prone new market. We already have an arsenal of marketing tools including:
- Social media management
- Public relations
- Retailer brand presentations
- Search engine optimization
- Website creation and management
Each of these has a strong track record of past success. Pandemic or not, they are regularly put to work for our clients in the here and now.
But it’s the future that we’re really excited about at this point. We feel that, with the United States slowly returning to a sense of normalcy, it’s time to shine in a marketplace that is transforming before our very eyes.