Marketing for multi-site specialty retail
Like-for-like is measured store by store, so the marketing is planned, funded and reported the same way.
Where the money moves.
Like-for-like sales is the number your board reads, and it is measured store by store, which means the marketing has to be measured that way too. A national campaign averaged across the network hides the two stores carrying the result and the four quietly sliding. We plan against catchment: population, centre traffic, competing footfall, the mix of weekday office trade and weekend family trade, then weight spend to where a lift is genuinely available rather than splitting the budget evenly and calling that fair to everyone.
A new store is either full in its opening fortnight or it spends a year recovering. Openings get their own sequence: a waitlist built in the catchment before fit-out finishes, recruitment content that fills the roster early, the centre's marketing levy actually spent, opening offers designed to produce a second visit rather than one discounted transaction, and a store profile live with correct hours and real photography from the day the hoarding comes down.
Trade weeks decide the year. Mother's Day, end of financial year, Click Frenzy, Black Friday and the Boxing Day run carry a disproportionate share of the annual result, and the campaign has to be locked while stock is still being allocated. We work back from the buy. Creative finished before ranging is settled gets rebuilt, creative finished after stock lands is late. The plan sits beside your stock plan and your rostering so the floor has people on it when the traffic arrives.
Franchise networks fail at local marketing for a predictable reason. The kit is either too rigid to be useful or too loose to stay on brand, so operators ignore it and make their own. We build a local area kit an operator can run in ten minutes on a Sunday night, with the fields they need to change and nothing else, and we keep levy funded activity visible so franchisees can see exactly what their contribution bought this quarter.
What we run.
Catchment level planning
Each store mapped by catchment, trading pattern and available upside, with budget weighted to the stores where a lift exists. Reporting is per store, so a regional manager reads their own numbers without waiting for the national roll-up.
Store opening sequence
Waitlists, hiring content, centre levy activity, opening offers built for a second visit, and a complete store profile live before the doors open. The aim is an opening that recruits regulars, not a queue that never returns.
Local area marketing kit
Templates an operator can finish on a Sunday night. Locked brand elements, editable offer, location and staff, approvals where they matter and none where they do not, so local posting stays frequent and stays correct.
Store profiles and local search
Every store profile owned centrally and kept correct on hours, holiday trading, photography and product availability, with reviews answered by a real person, because a wrong Sunday closing time costs a full day of trade.
Trade week planning
Creative, offers, email, paid and in-store messaging built back from the stock buy for each major trading week, with rostering implications flagged early so the shop floor matches the traffic the campaign is about to create.
Questions we get asked.
Through the measures your stores already produce. Catchment level spend read against that store's traffic and like-for-like movement, store locator sessions, click and collect orders, offer redemptions and loyalty scans. None of these is perfect alone. Together they tell you whether a catchment responded, which is the decision you are actually making.
By making the approved option faster than the alternative. Operators go off-brand because the compliant path takes too long, so we shorten it to a few editable fields with same day turnaround on anything custom. Compliance improves when the kit saves an operator time, which is an easier conversation than a policy email.
Marketing can rebuild the reasons to make a dedicated trip, which is a different job to catching passing traffic. That means catchment level paid activity, click and collect, a stronger local search presence and ranging or events that give people a purpose. It will not fully replace a lost thoroughfare, and we will say so before you spend against it.
Your business, in your name. Ad accounts, analytics, every store profile, the domain, the email platform and the customer file are yours from day one and stay that way. We work inside them with our own access. Nothing about your customer records or your review history sits behind a login you do not control.
Also in retail and ecommerce
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9 services under one team, run against the numbers your business already reports on.
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