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How to Build Remarketing Campaigns Using In-store Marketing

Posted Aug 20, 2019 8:00:00 AM

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Strong marketing strategies don’t just bring a customer in one time. They use remarketing strategies to get customers to come back to a business again and again. Let’s look at what remarketing is, why it’s so important, and how you can use in-store marketing to launch, support, and grow your remarketing campaigns. 

What Is Remarketing? 

Remarketing is the act of sending advertising or marketing messages to someone who has already shown interest in your brand. 

Remarketing is often associated with online marketing tactics. Many brands remarket to digital audiences by using tracking breadcrumbs that allow them to show ads to people who have visited their website, made an online purchase, or followed them on social media. 

But remarketing is just as powerful offline as it is online. 

Brick-and-mortar businesses can also use remarketing tactics to reconnect with customers who have visited their store, made an in-store purchase, or engaged with their in-store content. In fact, remarketing is actually an extremely powerful strategy for brick-and-mortar businesses, and they could be missing out on major opportunities by not using them.  

Why Is Remarketing So Powerful? 

Every brick-and-mortar business should have a remarketing strategy designed to bring in-store customers back to their business, because it can increase revenue while decreasing marketing costs. 

Customers who have already been in your location are highly engaged, interested, and willing to buy. 

Consider these customer churn and retention statistics

  • It’s five times cheaper to keep a customer than to acquire a new customer. 
  • You have a 60-70% chance of selling to an existing customer versus a 5-20% chance of selling to a new customer. 
  • Existing customers may spend up to 67% more than new customers. 

It’s essential to use remarketing campaigns to bring existing customers back to your business. It generates more revenue and decreases marketing costs all while building a higher customer lifetime value

How to Create Remarketing Campaigns Using In-Store Marketing 

In-store marketing is the perfect support system for remarketing campaigns. Here are a few ways you can use in-store marketing tools and strategies to launch, support, and grow your remarketing campaigns. 

Use interactive displays to collect customer contact information. 

Interactive displays or touchscreens that allow users to enter information are great tools for collecting contact information from in-store shoppers. Even if customers don’t buy anything, you can use a touchscreen to encourage prospects to enter their customer contact information and form a lasting connection with your brand. 

To encourage customers to sign up, give them an incentive for opting in and sharing their information such as: 

  • Running a contest
  • Offering games that save customer scores
  • Creating a customer loyalty program 
  • Giving away an instant coupon or discount 

Offer free customer WiFi to collect customer contact information. 

Another way to generate leads from customers while they are in your store is through WiFi marketing. WiFi marketing allows you to build connections with customers by offering them free WiFi while they’re in your location. 

WiFi marketing comes with a variety of marketing benefits. (You can check them all out in our post 7 Reasons Why Free Customer WiFi is a Secret, Ninja Marketing Tool.) 

One of the primary benefits of offering free customer WiFi is that it makes it extremely easy to collect customer contact information. 

When users sign up to use your free WiFi, you can require them to opt-in and enter their email address or phone number. This allows you to collect contact information so you can later send email or text marketing follow-up campaigns.  

Promote your opt-in offers through digital signage and overhead messaging.

Once you set up systems within your store to collect data from shoppers, you need to make sure that in-store customers know about it. 

Use engaging digital signage content to let customers know about your contests, opt-in offers, and free WiFi. Use animation, graphics, and videos to highlight the benefits of your offers and explain what customers need to do to sign up. 

You can also guide customers to your opt-in opportunities through overhead messaging that speaks directly to shoppers as they move through your location. 

Use customer contact information to launch remarketing campaigns. 

Once you set up ways to collect customer contact information and promoted it so in-store shoppers know how to sign up, you can start marketing to existing customers.

Use customer contact information to create smart remarketing campaigns.  

  • Launch email and text marketing campaigns designed to get customers to return. Include time-sensitive offers and coupons to draw customers back in. 
  • Send push notifications to customers when they are near your location to catch them when they are very likely to return. 
  • Track data about customer purchase history so you can match offers and messaging to what individual customers want and need. Customers love personalized shopping experiences

Bonus Tip: Use what you know about existing customers to find new customers. 

Tracking customer data for remarketing campaigns can even help with your efforts to bring in new customers. 

When you can track data about your customers, you can analyze their characteristics and demographics and use that information to create buyer personas. When you create buyer personas and get to know your target audience, you can build campaigns to attract new customers as you will learn the platforms, funnels, and mediums most likely to catch their attention. 

Use In-store Marketing to Launch Your Remarketing Campaigns 

Getting existing customers to come back to your business is cheaper and easier than trying to constantly bring in new customers. So don’t overlook the value in setting up remarketing campaigns within your business. 

Use these tips and tools to leverage in-store marketing to support remarketing campaigns that build lasting connections with highly engaged and valuable customers. 

Need help with bringing in-store marketing to your business? Contact Spectrio to get a free demo of our robust set of in-store marketing tools. Or, download our free ebook “The Ultimate Guide to In-Store Marketing” to learn more about the power of marketing to customers while they are within the walls of your business. 

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