When done correctly, in-store marketing has a lot of advantages. It’s not just about selling and expanding market share; it’s also about creating an inviting atmosphere that reflects your brand and providing customers with an unforgettable experience.
Here are some of the greatest advantages of using in-store marketing:
Personal emotional ties
For example, in an ideal case, you see an advertisement on Facebook, click on the link, and purchase a product. What, on the other hand, makes you want to buy anything from that store again? Is it the banner ad design or the delivery that’s the problem? Is it the copy or the handwritten note that came with the merchandise that isn’t having the impact you were hoping for?
Before making a purchase, people want to engage with companies and experience and touch the products. When making a purchase, 72 percent of shoppers regard the in-store experience to be the most crucial channel.
When you promote in-store, you provide something that eCommerce doesn’t: a genuine relationship. Customers have the opportunity to see the products in person and determine which is the best option for them.
Provide excellent service at all times
The Internet is a crowded environment for a brand to demonstrate its full potential. Customers are bombarded with advertisements from various businesses every day, but once they visit a physical store, the promotion appears to stop or is simply too dull to notice.
To deliver at every touchpoint in the eCommerce era, you must invest in in-store marketing. From their computers to their physical shopping trolleys, they go from online to offline. With the support of omnichannel retail, brands and retailers can ensure that they are close to their customers at all times and across all channels.
Tell us about yourself.
In-store marketing allows you to share your brand’s narrative while also allowing people to engage with and relate to it. While many people feel that storytelling is only for online platforms, physical stores have an advantage: real-time connections. Tell your narrative across all platforms. Begin online, then expand in-store!
You can, for example, use in-store marketing to demonstrate that your brand is environmentally friendly. Nowadays consumers are choosing to purchase sustainable and eco-friendly products. You can demonstrate your brand’s commitment to sustainability and bio goods with an in-store advertising campaign.
More than a third of respondents are purpose-driven consumers, meaning they choose products based on how well they connect with their personal values. Environmentally friendly, transparent, and value-driven products are becoming more popular among consumers.
Convert clients who are undecided
According to statistics, 70% of shoppers make their final purchases in physical stores rather than online. They may look for things online, read reviews, and engage with brands on social media, but they still go to stores to make purchases.
They see the things they need from several brands as they enter the store. Why would they chose your soap out of all the soap on the shelves? It’s simple: your in-store advertising strategy has gotten their attention!
Consider how many individuals go shopping simply to look around and be entertained. These guys aren’t looking to buy anything; they’re looking to see what’s new. With your new in-store promotions, you can grab their attention.
In-store marketing can also be used to educate your customers. It’s not just about the money; it’s also about raising awareness and educating people. You have the option to share a piece of your world with customers once they visit the shop.
As an example, let’s pretend you’re a company that sells sunflower oil. A simple poster or aisle blade explaining why it is crucial for people to avoid pouring oil down the drain will demonstrate that you care about the environment and your customers’ safety.
Improve the shopper’s experience
Retailers must be able to provide their customers with an unforgettable experience. Brakus et al. postulated four categories of brand experiences: affective, behavioural, sensory, and intellectual experiences, based on Schmitt’s (1999) characterization of five sensory experiences (think, feel, sense, relate, and act). Consumers form emotional attachments and leave enduring impressions as a result of these experiences, resulting in the effectiveness of branding efforts.
You can provide a better shopper experience to your customers by introducing in-store radio. It’s a great way to inform customers of promotions, new products, and store events. Plus, it gives your store a more professional look and feel. You can select music that is reflective of your branding and even hire live presenters who can give shoutouts to your staff and customers and comment on the latest news.
Visual signs and displays can attract and entertain customers. Make them even more fun by introducing interactive elements. Use these to promote your best products and the latest marketing campaigns.
You may even want to take it one step further by giving your stores a signature scent that completes the customers’ sensory shopping experience. A great example of a brand that has achieved this effect, is Hollister.
Take advantage of spontaneous purchases
Impulse purchase might be aided by in-store promotions.
Did you know that over 40% of clients who shop in physical stores spend more than they intended?
This is your time to persuade them to buy your products in addition to what they already have on their shopping list.
Time to get started
In-store advertising presents an opportunity for your business to build a relationship with customers and share more of what you offer with them in person. Be creative in the way you promote your products and services, in order to make an impression in-store.
Now get out there and create some magic!
Infographic created by Clover, a POS system provider