In-store shoppers are among the most highly engaged prospects a brand can have. These people have already chosen your business over your competition and shown that they are interested in doing business with you. While they are in your store and focused on what they need, it’s your job to make sure this brand engagement continues.
You must enhance customer engagement and catch their full attention to get them to take the next step (purchase) and prime them to restart the process (come back again).
Here are a few ways you can enhance customer engagement and leverage the opportunities of having interested shoppers in your store.
Capture Attention With Intriguing In-store Content
Customer engagement is all about creating a connection and line of communication between you and your customers, and you can’t develop this bond without first catching the attention of your customers.
To catch the attention of in-store shoppers, use interesting and compelling media.
Don’t just put up posters or end-cap flyers. Instead, utilize engaging content mediums that immediately capture attention when customers walk into your store.
Trade out static signs for engaging digital signage. Digital signage is one or more television screens filled with changing content. The screens can feature slides of branded graphics, menu and price items, as well as videos and animated ads making them far more interesting and engaging than static posters.
Turn empty wall space into a statement video wall. A video wall is a series of television screens that are connected to make one large, oversized display. Customers can’t help but be pulled into content when it is displayed on this large scale.
Share your social media streams in your store. Social media may exist online but that doesn’t mean you can promote it in the real world. Display engaging in-store content that is updated in real-time by sharing your social media feeds on tickers on screens in your location.
Feature user-generated content on in-store screens. Let in-store customers feel like they are part of your content by featuring streams of user-generated content such as tweets with your branded hashtag, Instagram photos that tag your business, or testimonials from your happy customers.
Share important messages in between the music your customers love. Controlling the overhead music in your business gives you an opportunity to enhance customer engagement as you can choose to play genres and songs your customers love. It also gives you an opportunity to sprinkle in important messages about your brand in between their favorite songs.
Give Customers a Way to Take Action
Customer engagement is best when the interaction goes both ways. Instead of making your brand the only active participant in the connection, give your customers a way to respond and interact.
Utilize in-store content platforms that let customers participate in conversation, control their experience, or manage their purchase.
Immediately enhance customer engagement by giving customers a way to actually engage with your brand. Set up tools and systems that allow customers to get involved when they visit your store.
Place interactive displays throughout your location. Let customers engage with the content in your store through interactive displays. Set up screens that enhance customer engagement by allowing users to enter contests, play games, sign up for your rewards programs, download coupons, and more.
Offer free WiFi to in-store customers. Another way to get customers to interact with your media can happen right on their own devices. Through WiFi marketing, you can deliver custom messages and digital experiences when customers log on to your free WiFi service.
Add customer service kiosks. Set up touchscreen kiosks that allow customers to control their in-store experience by signing in, setting up appointments, making purchases, and managing their account.
Create a Connection for Future Interactions
It’s important to enhance customer engagement during a shopper’s visit to your location. But you also want to create a way for the shopper to stay engaged with your brand once they leave.
While customers are in your store, ask them to create a connection that will last even after they walk out the door.
Use your media and interactive displays to connect with customers so you can continue to engage with them and encourage them to come back again.
Use touchscreens to collect customer contact information. Leverage in-store interactive screens to encourage customers to enter their phone number or email address so you can send them follow-up messages that keep them engaged. Encourage them to sign up by offering rewards or incentives like contest entry or free offers.
Use content to encourage customers to follow you on social media. Another way to stay in front of customers when they are not in your store is through social media. So while customers are in your location, encourage them to find and follow you on social media. Add call-to-actions on your in-store social streams that ask them to follow, and offer contests or other incentives to get them to like and follow your brand.
Use WiFi marketing to create remarketing opportunities. When customers opt-in to use your WiFi, require that they enter their email address or phone number. This process allows you to collect their contact information so you can send them follow-up remarketing messages that enhance customer engagement long after they’ve left your business.
Enhance Customer Engagement In Your Stores
Customers walk into your store as interested audiences and highly engaged prospects. Once they arrive, it’s up to you to create a welcoming, interesting, and appealing experience that makes them want to stick around, buy something, and return again.
Do that by setting up in-store marketing systems that enhance customer engagement and guide customers to interact with your brand.
For more tips and ideas on how you can use in-store marketing to improve customer engagement and experience, download our free ebook: The Ultimate Guide to In-Store Marketing.