Retail
Retail marketing
Shoppers are not looking for a shop. They are looking for the answer to two questions: do you have it now, and can I get it today. Our job is to make both answers findable before the person sets off for another door.
We agree how you will know whether the advertising brings people to the till, not just to the website.
Where the sale is lost between the screen and the till
The advertising runs and the till says nothing
The sale happens where the ad accounts cannot see it. So the budget moves on instinct rather than on results.
Online says one thing, the shop another
Price, stock or opening hours do not match what the customer finds. One case like that weighs more than several good ones.
It is not on the shelf
When something is missing, some shoppers take another brand, some delay the purchase, and some go to another shop. The gap is almost never counted, because it leaves no trace.
Every location gets the same advertising
The neighbourhood, the competition and the customers differ. One campaign for all locations is convenient to report and expensive in results.
The discount looks like a discount but is not one
When the percentage is calculated from a regular price that has not applied for a long time, the risk is both a fine and lost trust.
What changes in the order of work in retail
In retail the sale often happens at the till, where the ad accounts cannot see it. So the steps of the way we work are built around the link between online and the store.
Goal
Separate goals are set for the shop and for online orders, by location. A small-turnover location and a large one cannot carry the same target.
Check
We agree how a visit is recorded: a call, directions to the location, a code at the till or an order collected in store. We also check that prices and hours match everywhere.
Channels
Search and maps for people nearby, advertising by area around each location, social media for seasonal moments, and messages to people who have bought before.
Report
The report starts from revenue and cost by location and shows which channels bring trackable visits and orders. We also look at the reverse: which days and which products were missing.
The services that matter in retail
Prices, promotions and the map listing
In retail the rules come down to price, and visibility comes down to the data about the location. Neither is a matter of taste any more.
The mandatory dual display of prices ended on 8 August 2026. Since 9 August prices are announced in euro, and the lev equivalent may remain for information only, with no doubt about which is the price to be paid. Separately, until 9 August 2027 a price increase that is not economically justified is prohibited, and the burden of proving the justification sits with the trader.
For discounts, the announcement shows the previous price, and the previous price is the lowest price you applied during the 30 days before the reduction. It is counted separately for the shop, the website and the app. A promotion may not be shorter than one working day or longer than one month. That is why the promotion calendar is built before the season rather than during it.
Reviews are a rule too, not decoration. If you display reviews, you owe people the information on whether you check that they come from actual buyers, and how. Ordered or edited reviews are an unfair practice. The same goes for the ordering of results on your own site: if payment affects a position in the list, that is said plainly.
- The urgent purchase: Searched on the move, decided in minutes, and won by the location that is near and open. Here the map, the phone number and accurate opening hours do the work.
- The weekly shop: Done out of habit in the same shop. The habit breaks on a missing product, or on a promotion worth the detour.
- The considered purchase: Looked at online for weeks, then visited to be touched. The product page works for the shop even when the order is never placed online.
- The gift: No product chosen, but a deadline. What helps is a selection by occasion, wrapping, and a clear cut-off time for collecting today.
- The return: A return is a moment of trust, not a cost. Clear terms release the brake before the purchase.
- Stock as advertising: Google's ready-made listings for stock in a specific shop are not offered in our market. So availability has to live on your own pages, and those pages have to be accurate.
- The location profile: Ranking on maps rests on relevance, distance and prominence. A position cannot be bought, but the name, address, hours and photos have to be maintained.
Sectors where the customer checks online first
Customers buy online
What sectors where the decision starts on the site have in common.
E-commerce
When the whole sale happens on the site.
FMCG
When you sell through other retailers and chains.