In-store marketing is high-reward. Your customers are right there and ready to buy. After your customers enter the store, the in-store marketing you play should be tailored to close them, upsell them if/when appropriate, and provide a memorable experience they can share with others.
Here are some good ideas for in-store marketing that any brick-and-mortar company can use to get the most from its customers.
Set Your Tone
Every design choice in a retail store sets the tone for customers. The colours you choose, the music you play, how a store smells, how the room is decorated, and what the layout is like—the environment sets the tone. This is why it’s important to orchestrate such a setting to maximize sales.
Personal Interactions
Customers entering a retail store lets them know they’ve been seen. If they need assistance, a representative is ready. This is the kindness you want to show each customer.
Reinvent Your Physical Store
Use technology, colour, digital signage, and décor to create an immersive brand experience that transcends the typical retail store. Invite customers into your store and lead them down a path that provides insight into your brand’s story, products, and more.
Create Retail Displays
This common in-store marketing tactic remains effective. Retail displays with impressive cutouts and cardboard structures draw attention. You may also choose to go further and utilize digital signage software to attract customers and maximize sales of a given product.
Provide Free Samples
Offer free samples to facilitate customer interaction with a product before buying. Free samples are a great way to increase sales. This is particularly helpful if the product is new and requires an introduction to the customer. Samples generate buzz and lead to instantaneous sales.
Keep Like-Minded Products Close
It’s easier to upsell or cross-sell if the product you’re adding is already in the customer’s hands. Keep all product categories together. Treat every shelf or section as its display, requiring careful product placement.
Points-Driven Loyalty Program
Use a loyalty program wherein points are earned every time a customer scans their card or provides an email. Those points can later be redeemed for a value or product you decide on. Loyalty programs foster a community and bring back customers.
Ask for an Email
Many retail brands already ask for an email address. They will do this when a rep is closing a purchase. When you have a customer’s email, you can send targeted discounts and promotional content and likely bring them back to your store for a follow-up purchase.
Self-Service Digital Signage
Self-service digital signage can introduce a customer to all sorts of information about a product. It can also feature a product with fancy graphics, amazing video, and a rundown of its benefits.
Run In-Store Events
Launch an in-store event to increase foot traffic to your location. In-store events are easy to run and cost-effective, essential for local or small retailers trying to make a living.
Sustainability And Ethical Retailing
Highlight your sustainability practices in-store. Customers want brands that operate ethically and sustainably. This can affect material sourcing, supply chain management, and product packaging. Think about how to use this in your marketing.
QR Code Scanning for More Information
Expect more QR codes underneath product displays so customers can scan them on their smartphones and learn more about a product. This is also a way to link to how-to guides and product demonstrations.
Offer a Discount for Downloading Your App
If you have an app for your retail business, like email, this is another excellent way to keep in touch with customers. Offer an incentive to download and use the app, such as a one-time promo code or extra loyalty points.
Leverage Big Data Every Day
Every in-store purchase generates data. Collect, analyze, and let it tell you about your customers’ behaviours, preferences, and patterns. This is verifiable data that you can use to improve your operations and marketing.
Tell Your Story
Tell your brand’s story with images and text in-store. Put it up on the walls and let your customers relate. Storytelling is not just for the online space – it can be used offline and in-store. Remember that more than a third of customers are purpose-driven, meaning that they select a brand to buy from based on how well it aligns with personal beliefs. Define these values and beliefs for your brand as you tell your story through in-store marketing.