Thrift Store Marketing Plan

by Flora Richards-Gustafson, Demand Media Google
Opening a thrift store can be a successful venture with the right marketing.


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An essential part of a thrift store's business plan and advertising campaign, a marketing plan can help ensure profit. When you create a marketing plan, you identify the needs and desires of your customers, as you satisfy them while generating revenue.

Market Research and Description

Before you can market and advertise your products, you need to learn more about the thrift store industry, your target customers and the competition. In addition to reading about the retail and thrift store industry in trade journals and books, you can gather your own information by conducting surveys and focus groups and observing those who shop at thrift stores. With this information, you can generate a description of your target customer along with information regarding their age, sex, lifestyle, geographic location and income. If you wish to open a thrift store in a college town, for example, you may find that your target customers are women in their early 20s who earn low incomes. Use your research to describe the size of your market, trends you learned, factors that can affect a thrift store customer's purchasing decision and the effectiveness of thrift store promotions. Using the same example, market research may suggest that business is slower during the summer months while school is not in session. However, sales are higher after the fifth of the month, which is when students receive their work-study paychecks.

Thrift Store Mission Statement

After conducing your research, create a mission statement that explains the purpose of your marketing plan and the goals you have for the thrift store. Then include a brief description of the steps you need to take to achieve your marketing goals.

The Competition

In your marketing plan, include a description of thrift stores that could compete against yours. Provide details about their target customer, sales history, trends, services offered and products sold. Compare your store's marketing techniques, strengths and weaknesses with those of your competitors as well.

Review of Products and Services

Since your inventory will frequently change, it is difficult to provide a clear description of your products. However, you can discuss the products you intend to sell in the thrift store, how you intend to display them and the quality of secondhand products you intend to sell. If your thrift store will provide additional services, such as an on-site tailor, discuss these as well. It is a good idea to provide a review of the anticipated demand for the items sold and the revenue you expect to generate. You should also list of fixed and variable expenses, the prices your competitors charge and distribution costs. Additionally, if applicable, provide a reason as to why your products are cheaper or more expensive than competitor prices.

Advertising Campaign

Provide an overview of how you intend to advertise your thrift store, your marketing strategies and the media choices you will use in the campaign. Explain if you plan to do the advertising on your own or if you will hire consultants or an agency to provide assistance, along with advertising costs. In order of importance, list your marketing strategies, including promotional activities you may conduct.

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