30 Jun 2020

Important Tips for Effective In-Store Marketing

Today many brick and mortar retailers share the same challenges, convert to stores and convert in stores. And whether you are working with inbound or outbound marketing, you share the same goal: You want customers to visit your store and ultimately get them to buy what you are selling.

Maybe you want to create, and trigger, a need your customers don’t know they have.

You might spend a lot of marketing money on brand building activities, targeted advertising, content creation and marketing automation campaigns. And then what?

In-store advertising is a powerful marketing strategy you might be overlooking. Modern in-store marketing strategies and tools can increase sales and customer satisfaction.

In-store marketing has evolved and become more effective the last years and to maximize efficiency you need to combine digital and analogue communication channels, and of course focus on an honest customer interaction.

If you missed the four key retail trends from NRF 2020, you can save that article for a later read.

Using a variety of digital tools can make in-store advertising more interesting for customers and more effective for marketing.

Digital Signage can be

  • Informative screens
  • Campaign screens
  • Video walls
  • Interactive screen
  • Kiosks
  • Digital directories
  • Wayfinding

When you have customers in store, they are ready to buy, and in-store advertising can guide them toward what to spend their money on.

Digital signage enables you to show the right message, at the right time, in the right context for your target audience. With our digital signage CMS Signage Player, you can easily manage your content, schedule, broadcast and monitor your digital fleet from your computer.

Effective content

  • Highlight cross-sells, up-sells and related products to encourage impulse buys.
  • Introduce new products and explain their features and benefits.
  • Promote sales and make it easy for customers to notice current promotions.
  • Help customers find information they need and guide their purchasing decisions.
  • Remind customers about information and promotions they saw in other channels before arriving to your store.
  • Capture customer contact details by encouraging them to enter their email/phone number, and reward them for it.
  • When leaving the store, drive the next visit or give them a reason to visit your website. Stay in the customers phones!

Our Design Studio are experts on digital signage strategy and creating content for digital communication channels, below we’ll give you tips and trix to keep in mind when creating content for digital in-store marketing.

1. One message

Say one thing at the time and be sure your audience gets it.

2. Five seconds, five words

Test the length of the message so it’s not too long. Often people are in movement and don’t have time to consume long and complex copywriting.

3. Hierarchy is king

If you can’t keep it short, hierarchy plays an important part.

If you implement the rule on the different hierarchies in the ad you can guide the audience how to read the message and be sure that your goal is achieved.

4. Share of voice

Digital communication channels enable you to communicate multiple messages and campaigns and scheduling and share of voice is important.

But remember that more messages mean less breakthrough.

5. Everybody is moving

Digital Signage is often added to an existing environment. When adding digital signage in an existing physical space you need to analyze how people move, where they pass by, where they stop and where they make their decisions.

This is one of the most important phases you will go through when starting your digital signage journey and your analysis will determine if you are successful or not.

Divide physical spaces in three zones where you use different ways of communicating:

  • Point of transfer: Be direct and use short messages
  • Point of wait: Use storytelling and deep emotional messages.
  • Point of sale: Convert customers with information, benefits and price.

6. Create emotions

Add an emotional layer in the communication and work with different hierarchy.

If you can attract both the logical and emotional part of the brain with your messages, studies have shown a higher conversion rate.

When you put products in an everyday context it’s easier for the customers to see themselves using it. And if you also add extra value by, for example, tell the customer something they didn’t know you can increase sales rate.

7. Be relevant throughout the day

Customer’s needs changes throughout the day, weeks, months, seasons etc.

If the customers need doesn’t change, his or hers thought and feelings does. So, don’t miss out on the opportunity to be relevant every hour of the day.

Talk to our experts if you want to know how we can help you with your in-store marketing.

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