In-store digital marketing today looks very different than in-store digital marketing even five years ago. When looking to boost sales, brands and retailers should consider leveraging modern technology to build awareness around their products and convert browsers into loyal customers.
Studies show that customers who have a favorable in-store experience are more likely to return than those who have a very poor experience. With so many shoppers connected at work and at home, expectations are high for companies to adopt the latest digital technologies to also connect with consumers as they shop and improve the in-store experience.
Digital is a great channel for driving business offline. A study by Google revealed that 3 in 4 shoppers who find local information in search results are more likely to visit stores, ready to buy.
Why preface a shopping trip with an online surf session? Surveys reveal these digitally-engaged shoppers are routinely looking up the price of a particular item, whether items are locally in-stock, the hours of a store, maps to a product or retailer’s nearest location, and what other items are available in a store carrying the items initially searched.
When considering that nearly three-quarters of younger shoppers conduct research on a computer or mobile device before making an in-store purchase, it’s imperative that marketers leverage these channels to bring bodies to the store. Shoppers can take immediate action when they see the right inventory, at the right place, within the right proximity to their current location.
Advertising with Google Local is one way to reach local prospects, but it’s not the only way. Mobile shopping platforms like Shopkick are serving as valuable referrers of hyperlocal business. Shopkick retail and brand partners gain access to loyal app users who may be in the pre-trip planning phase or who may have just entered a store looking for a rewarding shopping experience.
Once a captive audience enters a retail establishment, digital marketing tools can be used to move the shoppers down the sales funnel, reward desired actions, and inspire long-term loyalty. There are limitless ways to achieve these results, but some of the most effective methods include:
Digital displays have been around for a while, but their effectiveness at the point of purchase is undisputed. Early research indicated 68% of customers said digital signage would make them more likely to buy the product advertised. In fact, 44% said digital signage would influence them to buy the advertised product instead of a product they already planned to purchase. Neuroscience confirmed that moving digital signage imagery is 2.5 times as effective in creating an emotional response and recall compared to static images. In the real world, Nielsen tracked 120 grocers who debuted digital signage in their stores and found that 80% of them saw as much as a 33% boost in sales.
There are countless reasons to leverage POP digital signage:
Consider these examples for using POP digital signage in-store:
Facial recognition was one of the hot topics at the National Retail Federation annual expo in 2018, with retailers just starting to take advantage of the digital technology. Here are some of the ways retailers are using facial recognition:
Facial recognition in retail is still in its early infancy, but one can imagine the implications of widespread adoption. For starters, it can make the shopping experience much more efficient with instant, self-service checkouts and eliminate bottlenecks when customers order online and come into a brick-and-mortar to pick up their purchases. It can be used to discourage shoplifters and prevent theft. What once might have been perceived as invasive technology holds much promise, as long as retailers are transparent about how they intend to use facial recognition and allow for opt-in. Shoppers have already proven they are willing to give up a little bit of anonymity in exchange for more satisfying shopping trips.
Mobile devices are an easy technology to harness since 77% of shoppers use mobile devices to search for products and additional information in-store. They tap a wide range of resources: search engines (64%), mobile-enhanced websites (46%), retailer apps (46%), competitors’ sites (30%), and third-party apps (26%) in their quest for answers.
About half of all shoppers look for digital offers while shopping in-store, so it makes sense to link the in-store experience with a mobile rewards program. Loyalty programs are a great way to ask customers for data and permission to further communicate via mobile, SMS, push notifications, email, and social media. There should be little resistance to such opt-ins if the retailer or brand provides perceived value—like rewards points, notice of upcoming events, exclusive “VIP” perks, or personalized customer service.
Brands and retailers can take advantage of a partnership with an established mobile rewards shopping platform like Shopkick. In exchange for rewards points called “kicks,” loyal Shopkickers engage with partnering brands and retailers. For instance, a shopper can earn kicks by visiting a particular store, watching an in-app promotional video, locating an item in-store, or buying certain products and scanning their receipt.
Brands and retailers can take advantage of a partnership with an established mobile rewards shopping platform like Shopkick.
Kraft ran a campaign with Shopkick that delivered a 7:1 ROI, converting 55% of buyers from shoppers who hadn’t planned on buying the featured Kraft products before engaging with the Shopkick app in-store. Of the 9 million in-store product engagements, nearly a third of the traffic converted to sales.
Leveraging in-store digital marketing is likely to boost sales, as numerous examples illustrate. Industry leaders that are paying attention to these new developments and making thoughtful investments will ultimately be the ones to succeed.
Want a neat new way to leverage digital marketing in-store? Consider how our partners have implemented campaigns to boost sales. Contact Shopkick for details.
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