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In-Store Marketing: What It Is and How to Use It Effectively

Posted Jun 12, 2018 8:00:00 AM

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When we think about marketing tactics, we often think about the strategies used to attract people to a brand and draw them into a store. Many marketers fall into this line of thinking and center their efforts on tactics to attract people.

They focus on leading customers to the physical location and in the process, fail to capitalize on in-store marketing strategies that continue to connect with customers once they arrive.

Here are a few reasons why marketers need to stop overlooking in-store marketing and some ways you can bring these powerful, location-based marketing strategies to your brick-and-mortar business.

What Is In-Store Marketing?

In-store marketing are strategies brick-and-mortar businesses can use to engage and convert customers who are in their physical store location. As opposed to inbound marketing tactics that draw people to a business, in-store marketing tactics use tools to connect with customers once they’re already there.

Other marketing strategies typically focus on building brand awareness and connecting with new customers. In-store marketing focuses on generating conversions and sales as well as promoting customer engagement and experience.

Why Is In-Store Marketing Powerful?

A customer service study found that businesses spend 94% of their marketing budgets to get people to call their business. Then, they only spend 6% on what happens after that. Businesses put a lot of effort into getting customers interested in their business. But, they could greater benefit by focusing more on in-store marketing because:

  • In-store shoppers are highly engaged prospects. A shopper who is inside of your store is already far down the path of their buyer’s journey. They are at the end of the road and primed for being sold to.
  • In-store marketing helps decrease stress on on-site sales staff. Digital, in-store solutions can help educate, engage, and sell to customers when your team can’t. In busy times, it helps your sales staff by supporting customers while they wait for an agent.
  • In-store marketing decreases perceived customer wait-times. In-store marketing helps customers while they wait, and it also entertains them while they wait. Entertainment tools can distract and engage customers so their in-store wait-time feels up to 33% shorter.
  • In-store marketing increases upsells and promotes cross-selling. Because in-store marketing is a promotional tool, it can effectively initiate upsells and cross-sells by showing customers how additional services or products can save them money or provide additional benefits.
  • In-store marketing supports lead generation. In-store marketing tools also support re-engagement and remarketing tactics. Tools can collect customer data that your brand can use to send follow up deals and messaging through text or email communication.

What Types of In-Store Marketing Can You Use?

Now, that you know the many benefits of in-store marketing, let’s look at the tools that can help you start to market and promote to shoppers in your location.

Overhead Messaging

One of the most traditional forms of in-store marketing, overhead messaging uses loudspeakers in your location to share updates, promotions, sales, upcoming events, and other important information with your customers. It is often paired with custom-curated in-store music playlists that can also help shape the shopping experience inside of your store.

Digital Signage & Video Walls

Instead of using dated, static posters and signs in your business, you can upgrade the look and effectiveness of your marketing with digital signage and video walls. These systems of screens allow you to easily control and change content around your store. Extremely flexible, the screens are useful for promoting ever-changing specials, deals, news, and updates. They also have features for private label TV, custom video streams, live cable pass through, social media and news tickers, and even trivia and games, making them a great entertaining as well as informational in-store marketing tool.  

Menu Boards

One of the most effective ways to use digital signage as a sales support tool is by setting them up as digital menu boards. Digital menu boards display lists of your offerings as well as featured content that promotes combining services for upsells and cross-sells. It enables businesses to give customers information they need about their purchases as well provide additional sales insights that encourage them to spend even more during their visit.

Interactive Touchscreens

On some digital screens, the business owner is in control over the content. But through the use of interactive touchscreens, you can put the power in the hands of your customers. You can use signage that allows shoppers to choose their content, browse through catalogs, select product demos and informational videos, as well as play games, look for in-store directions, and enter their contact information to check-in, enter contests, or play games.

WiFi Marketing

While it may seem like offering free customer WiFi is an experience service, offering WiFi to your customers can actually support your marketing efforts. When you enable in-store shoppers to sync up with your WiFi, you create opportunities to market to them on custom landing pages, you can collect their data for retargeting, and you can even monitor their shopping habits in your store. By providing this free service and using WiFi marketing, you improve customer experience and support strong in-store and retargeting marketing strategies.

Upgrade Your In-Store Marketing Tactics

Far too many businesses put a majority of their marketing efforts and dollars into drawing people into their physical store location. And, while attracting customers is an essential part of increasing your customer base, it’s not the end of the sales process.

To guide customers to purchase, encourage them to make larger purchases, and have a great experience while they go through the process, you can use in-store marketing. These tools and tactics complete the buyer’s journey while improving the experience of the customer and uplifting the appearance of your store.

For more tips on how to use audio, video, and in-store cues to market to and provide better experiences for customers, get our free ebook. It walks you through all of the tools you can use to launch a strong and successful in-store marketing strategy.

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