Marketing and Promoting the Sale
By Alan Miklofsky
The success of a shoe store liquidation depends on how well you market and promote the sale. A thoughtful strategy can attract more customers, create urgency, and help you sell inventory faster. In this article, I’ll cover three key areas: advertising campaigns that drive urgency, the strategic use of in-store signage, and leveraging online platforms like eBay and Poshmark to boost sales.
1. Creating Urgency Through Advertising and Email Campaigns
In liquidation, time is your biggest constraint. Creating a sense of urgency is essential to attract customers early and encourage quick purchases.
Advertising Campaigns:
Use time-limited promotions and countdowns in your ads. Phrases like “Everything Must Go” or “Final Days – Last Chance to Save!” can generate excitement.
Incorporate multiple channels, such as local radio, newspapers, or targeted social media ads, to reach your audience.
If possible, partner with community organizations or local influencers to promote the sale and create more visibility.
Email Campaigns:
Email marketing is an affordable and direct way to engage customers. Send a series of emails leading up to the sale, including:
Announcement: “Store Closing – Get Ready for Big Savings!”
Reminder: “Sale Starts Tomorrow – Be the First to Save!”
Update: “New Markdowns – Up to 50% Off Now!”
Offer early access to loyal customers through VIP emails or special preview events.
SMS and Text Alerts:
Consider text message marketing for quick updates. Sending messages such as “Prices Drop Again – Shop Today!” can create urgency and draw in last-minute buyers.
2. Effective Use of In-Store Signage and Window Displays
In-store signage and window displays play a crucial role in communicating your sale’s message and creating an inviting atmosphere for customers.
Window Displays:
Use bold signage to catch the attention of passersby. Signs with phrases like “Store Closing – Everything on Sale!” or “Liquidation in Progress!” will make it clear that customers can find deals.
Highlight specific offers in your windows (e.g., “Buy One, Get One 50% Off”) to drive foot traffic.
Keep displays organized and appealing—a cluttered storefront can create a negative impression and discourage customers from entering.
In-Store Signage:
Use large, easy-to-read signs throughout the store to direct customers to key areas and discounts. Color-coded signs can differentiate markdowns (e.g., green for 10-20%, red for 50%+).
Place signs on every rack and shelf to reinforce the sale’s message. Phrases like “Final Sale – No Returns” or “New Markdowns Applied!” set expectations and minimize confusion.
Create clear sections for different markdown levels, such as “Last Chance” or “Under $50,” to help customers navigate the store.
Employee-Driven Marketing:
Train your employees to promote key deals and upsell customers. Friendly reminders, like “Today’s the last day for 30% off on these styles,” can push hesitant buyers to make a purchase.
3. Utilizing Online Platforms for Additional Sales
In today’s digital landscape, selling through online platforms can significantly expand your reach. Platforms like eBay, Poshmark, and Facebook Marketplace offer valuable opportunities to offload inventory to a broader audience.
eBay:
eBay is ideal for selling high-value or brand-name products that retain resale value.
Use auction-style listings to create urgency and potentially drive up prices.
Offer discounts on bulk purchases to encourage higher-volume sales.
Poshmark:
Poshmark caters to fashion and footwear shoppers looking for deals. List new or lightly used shoes here to appeal to trend-conscious customers.
Engage with Poshmark’s community by sharing listings and joining themed sales events for more visibility.
Facebook Marketplace and Local Groups:
Facebook Marketplace allows you to sell directly to local buyers, making it a good platform for offloading large quantities of stock quickly.
List items in community buy-and-sell groups for more exposure. You can also run local promotions or coordinate curbside pickups to streamline the process.
Website and Social Media Stores:
If your store already has a website or social media following, leverage these platforms to announce deals and offer online purchases for select items.
Create limited-time offers and encourage followers to share posts about your sale to boost engagement and reach.
Conclusion
A well-executed marketing strategy ensures that your shoe store liquidation sale attracts customers and drives consistent sales throughout the process. Advertising campaigns and email marketing create urgency, while effective in-store signage enhances the shopping experience and keeps customers engaged. Additionally, selling on online platforms like eBay, Poshmark, and Facebook Marketplace expands your reach beyond the local market, helping you move inventory more efficiently.
By using a combination of traditional and digital marketing tactics, you can maximize the visibility of your liquidation sale and generate the best possible return on your remaining inventory. With careful planning, you can turn a challenging transition into a profitable closing chapter for your business.