Ideas to attract more customers to your shop (even on a zero budget)

Introduction: physical shops are not dead, but they need to change

Let's be clear. The numbers are striking: in 2024, 61,634 retail businesses closed in Italy, while only 23,188 new ones opened (source: Confesercenti). Almost 3 closures for every new opening. If you have a shop, you probably feel these numbers in your bones.

But before you get discouraged, stop for a second. Because there's another figure that almost nobody talks about: online sales in Italy represent only 11-15% of total retail commerce. This means that the vast majority of purchases still happen in physical shops. People still want to touch, try, ask for advice, and take something home right away.

The shops that close don't close because physical retail is dead. They close because the world has changed and they haven't. The shops that survive -- and thrive -- are the ones that adapt.

This article is for you if you have a shop and want to make it work. Here are 9 concrete strategies, many of which cost nothing, to attract more customers. No special technical skills required. All you need is the willingness to try.

1. Get found online (even if you sell offline)

It sounds like a paradox: to bring people into your physical shop, you need to be visible online. But the numbers don't lie:

• 76% of people who search for something "near me" on their phone visit a business within 24 hours (source: Google).
• 97% of consumers search for local businesses online before leaving the house.
• 86% of views on Google Business Profiles come from category searches -- meaning people searching for "florist near me" or "hardware store Milan", NOT your specific name.

What does this mean? That there are people in your area searching for exactly what you sell. Right now. The problem is they can't find you.

What to do right away: create or optimise your Google Business Profile (formerly known as Google My Business). It's completely free and takes 15 minutes. We've written a step-by-step guide to create it. Also find out how to optimise your presence on Google Maps.

A real-world example: an artisan pizzeria in Northern Italy saw a 7% increase in sales simply by publishing regular posts on their Google Business Profile. Free posts, just a few minutes a week.

2. Word of mouth (the most powerful advertising there is)

Word of mouth is nothing new. But you might not realise just how powerful it is compared to any other form of advertising:

• Word of mouth generates 5 times more sales than paid advertising.
• 92% of consumers trust personal recommendations more than any other form of advertising.
• 90% of Italian consumers read online reviews before buying (source: Capterra Italia).
• 68% of customers will leave a review if you ask them.

That "if you ask them" is the key. Most shop owners wait for reviews to come on their own. They don't. Or rather, mostly the negative ones come, because dissatisfied people are more motivated to write.

What to do right away:

• Ask for reviews. Simply. When a customer is happy, say: "If you had a good experience, it would really help me if you left a review on Google."
• Print a QR code that links directly to your Google review page. Place it at the counter, on receipts, on business cards. Make it super easy.
• Reply to all reviews, positive and negative. 88% of consumers would choose a business that responds to all reviews, compared to only 47% for one that doesn't respond. Responding shows you care.

Want to put these strategies into practice but don't know where to start? Ivemind helps shop owners across Italy build an effective digital presence. 47+ projects delivered, free initial consultation. Let's talk →

3. WhatsApp Business (your new free assistant)

WhatsApp in Italy isn't just an app. It's an infrastructure. It has a 97% penetration rate: virtually every Italian with a smartphone has WhatsApp. Your customers already have it. You don't need to convince them to download anything.

WhatsApp Business is the free version designed for businesses. It lets you:

• Create a product catalogue with photos, descriptions and prices, viewable directly in the chat.
• Set up automated messages: a welcome message for first-time contacts, quick replies for frequently asked questions, an away message when you're closed.
• Use broadcast lists to send offers and news to all your customers with a single message (without creating a group).

What to do right away: download WhatsApp Business (it's a separate, free app), create your profile with address, opening hours and description, add your products to the catalogue and set up a welcome message. Then put your WhatsApp number everywhere: on your Google Business Profile, in the shop window, on business cards, on social media.

4. Loyalty programmes (bring back those who've already visited)

Acquiring a new customer costs much more than bringing back one who's already been. Loyalty programmes are designed for exactly this:

• Businesses with loyalty programmes earn 12% to 18% more revenue.
• Customers enrolled in a loyalty programme generate an average 88.5% revenue increase per customer compared to non-members (source: Yotpo).

And the great thing is you don't need a complicated app. The simplest solutions work perfectly well:

• Stamp cards still work: the tenth coffee free, the fifth haircut at half price, the sixth lunch with a free dessert. It's tangible, immediate, and people understand it.
• Birthday discounts and gifts: collect your regular customers' dates of birth and send them a WhatsApp message with a small discount or gift on their birthday. It costs very little and creates a very strong bond.
• Shared loyalty cards: collaborate with other complementary shops in the area (we'll talk about this later) to create a single loyalty card. Buy from the florist, earn points to use at the patisserie too. Everyone benefits.

5. In-store events and workshops

Your shop doesn't have to be just a place where people buy things. It needs to be a place where things happen. Events transform your premises into a community hub and attract people who would never have walked in otherwise.

Practical ideas:

• Theme days: product tastings, demonstrations of a new product, free consultation days.
• Hands-on workshops: a fabric shop can organise a basic sewing class; a food shop can host a cooking lesson; a bookshop can run a book club.
• Collaborations with local experts: invite a nutritionist to your food shop, a designer to your furniture shop, an artisan to your clothing shop to showcase their handmade jewellery.
• Cross-promotion during events: a clothing shop hosting a local artisan's jewellery during an evening aperitif. Two audiences meeting each other.
• Participate in fairs, markets and neighbourhood festivals: take your shop outside the shop. Make yourself known where people already gather.

Important tip: during every event, take photos and shoot short videos. They're perfect content for social media and show that your shop is a lively place.

6. The window display that attracts (visual merchandising)

Your shop window is the first point of contact with people passing by. You have just a few seconds to capture their attention. Here's how to make the most of them:

• The Rule of Three: display products in groups of 3. The human brain remembers and processes information better when grouped in threes. Three mannequins, three compositions, three height levels.
• Change your window display at least 6 times a year: a static display becomes invisible. People who walk past every day stop seeing it. Change it with every season and for major holidays.
• Lighting makes the difference: don't underestimate it. Combine general lighting (to illuminate the entire space), focused lighting (to highlight the main products) and accent lighting (to create atmosphere). A well-lit window catches the eye even in the evening.
• The A-frame sign or chalkboard outside the shop: it's a classic for a reason. It's cheap, you can update it every day with an offer, a witty phrase or the daily special. It catches the eye of distracted passers-by.

7. Collaborations with other shops in the area

On your own you can do a lot. Together with other shops you can do more. The key is choosing partners who have a similar audience to yours but aren't direct competitors.

Combinations that work:

• Florist + wedding planner
• Bakery + coffee shop
• Clothing shop + tailor
• Organic food shop + herbalist
• Bookshop + literary cafe

How to collaborate in practice:

• Cross-promotions: "Show your receipt from the partner shop and get 10% off with us."
• Co-organised events: a neighbourhood aperitif evening with 4-5 shops staying open, each offering something special.
• Neighbourhood festivals: organise a day with all the shops on the street, with music, tastings and promotions. Share the costs, multiply the impact.
• Physical co-marketing: display your partners' business cards or flyers and ask them to do the same. It's free and reaches customers who don't know you yet.

8. Social media (choose 1 and do it well)

In Italy, Instagram has around 29.9 million users and Facebook around 28.5 million. Your audience is on these platforms. But be careful: the biggest mistake is trying to be everywhere. It's much better to be on one platform only and do it well, rather than being on five and doing everything half-heartedly.

Some encouraging data for "small" accounts:

• Accounts with fewer than 10,000 followers on Instagram get significantly higher engagement rates than large accounts. Being small is an advantage.
• Geotagged posts (location-tagged) get 79% more engagement. Always tag your city or neighbourhood.

What to post:

• Behind the scenes: how you prepare products, how you set up the window display, daily life in the shop. People love seeing the human side.
• New arrivals: every new product is ready-made content.
• Your story: why you opened, what you're passionate about, what makes your shop unique.
• Customer testimonials: with their permission, share the stories of satisfied customers.
• Local Facebook groups: join groups for your city or neighbourhood. Don't spam, but answer questions, give advice, be helpful. People will remember you.

Read our complete guide on how to advertise your business for free to discover all the tools at your disposal.

9. Seasonal promotions and a marketing calendar

Italy is a country of celebrations, special occasions and traditions. Every occasion is an opportunity to create a targeted promotion and attract customers to your shop. 9 out of 10 Italian consumers appreciate receiving notifications about discounts and promotions.

Your opportunity calendar:

• January: Epiphany, start of winter sales
• February: Valentine's Day
• March: International Women's Day, Father's Day (19 March)
• March/April: Easter
• May: Mother's Day
• July: Start of summer sales
• September: Back to school, autumn restart
• November: Black Friday, Cyber Monday
• December: Christmas, New Year's Eve

The secret is to plan ahead. Don't wait until the day before Valentine's Day to think of a promotion. Prepare it at least 2 weeks in advance, announce it on social media, publish it on your Google Business Profile, send it via WhatsApp to your regular customers.

You don't need to run promotions for every date. Choose the ones most relevant to your sector and focus on those.

What really makes the difference

You've just read 9 strategies. Perhaps it seems like a lot. Perhaps you're wondering: "Where do I start?"

The answer is simple: you don't have to do everything. You need to do 2-3 things, and do them consistently.

The biggest mistake we see in small shops isn't a lack of ideas. It's starting something and abandoning it after two weeks. Opening an Instagram page and posting 5 photos on the first day, then disappearing for three months. Creating a Google Business Profile and never updating it. Asking for reviews once and then forgetting about it.

Consistency beats perfection. One post a week for an entire year is worth more than 30 posts in one week followed by silence.

Here's my practical advice:

1. Choose 2-3 strategies from this list. The ones that feel most suited to your shop and your way of working.
2. Commit to following them for 3 months. No exceptions.
3. After 3 months, evaluate the results. What worked? What didn't? Add a strategy, drop the one that doesn't work. Improve.

You might also be able to access non-repayable grants for digitising your business. And if you need a website, find out how much it really costs.

There is no magic formula. There is your formula, the one that works for your shop, your customers, your area. But you'll only find it if you try consistently.

Why professional support can make the difference

The 9 strategies you've just read work. But putting them all into practice, consistently, takes time and skills that a shop owner doesn't always have available. Here's when it makes sense to ask for help:

• You can't stay consistent. Consistency is key, but running a shop is already a full-time job. A professional ensures continuity: one post a week, replies to reviews, Google Business Profile updates.
• You want measurable results. "I have more customers" is a feeling. "I had 200 views on Google, 45 direction requests and 12 calls this month" is data. A professional gives you concrete numbers.
• You need a complete online presence. Google Business Profile + social media + website + WhatsApp Business need to work together. A coordinated approach multiplies the results of each individual channel.
• You want to take advantage of available grants. In many Italian regions there are vouchers that cover up to 60% of digitalisation costs. A professional helps you access them.

Ivemind: your digital partner

Ivemind is an Italian social cooperative and innovative startup. We've helped 47+ businesses and organisations build their digital presence, with a 100% client satisfaction rate. 60% of our profits are reinvested in social inclusion projects.

We can help you put the strategies you've just read into practice: from your Google Business Profile to your social media presence, from your website to review management. A single partner for your entire digital strategy.

Contact us for a free consultation or discover our consulting services and web development.