Tourist and souvenir shops often focus on making an impression in the moment, but what about after the vacation ends? In today’s world, having a strong online presence helps you stay connected, grow your reach, and drive repeat business from visitors who have already fallen in love with your shop once.
- Google Business is your secret weapon. Most indie retailers don’t realize the value of their free Google Business Profile. Google is often a traveler’s first stop when researching local shops — make sure you’re easy to find and look inviting when they arrive.
To make the most of your Google Business Profile, keep your hours updated, add fresh photos regularly, make sure your shop’s description is compelling and keep your keywords relevant. Bonus points for responding to reviews!"Having an online presence helps you to extend the magic of your store beyond the walls of your building."
- Keep in touch with email. It might surprise you, but many tourists visit the same locations year after year. Others follow up their trip by shopping online for missed souvenirs or gifts.
Ask customers for their email addresses at checkout with gentle prompts like, “Want a sneak peek at what’s new next season?” Then use email newsletters to share what’s happening at your shop. New arrivals, seasonal specials or even behind-the-scenes stories from your local town can be compelling. This keeps your shop relevant and top of mind for future visits.
- Be strategic with social media. Even after tourists leave, they can still connect with you on social media. Focus on platforms that showcase your store’s personality and visual appeal, such as Instagram and Facebook. Share your best displays, fun customer moments and destination-worthy finds. Use hashtags tied to your city or tourism region in your posts.
- Your website is vital. Destination retailers don’t need to build huge e-commerce empires, but they do need to have simple, mobile-friendly websites. Tourists often research where they will shop before they arrive, so a clean, easy-to-navigate website builds trust. A good website should include a store’s hours, location, product highlights and an email sign-up form.
For independent souvenir and novelty shops, having an online presence helps you to extend the magic of your store beyond the walls of your building and into the lives of customers long after they go home. With a few strategic steps, you can spark return visits and keep your store part of their travel stories for years to come.
Kathy Cruz is a retail business coach and host of the Savvy Shopkeeper Retail Podcast. Reach her via email at: kathy@savvyshopkeeper.com. Learn more on her website, www.savvyshopkeeper.com and Instagram @savvyshopkeeper.
