04 Jun 2017
In-store marketing is an innovative and inspiring form of marketing which goes beyond the traditional tenets of marketing. Many customers prefer using their mobile phones to look up reviews and testimonials, to search for products, and check stock availability during their retail shopping process to make effective buying decisions. To take advantage of this, marketers are setting up systems which make it easy for shoppers to share in-store information across devices. The customer data thus accessed can be leveraged using customized marketing moves. Utilizing the services of an in-store marketing agency can help businesses boost performance.
Another excellent example of in-store marketing is providing customers the resources to create specific content based on their experiences and then using the content as a passive marketing tool to influence buying decisions of others. The content thus generated has an unmistakable organic touch to it and can be used with telling effect on social media channels. As the content is of a promotional nature yet has a clear organic shade to it, the material can be used for expanding reach that can go way beyond what traditional marketing can achieve.
In-store marketing should work at many levels but it must not be very obvious. The trick is to keep it subtle enough to establish an emotional connection between the brand and the customer. Contrary to popular marketing theories, brand loyalty and recognition is ascertained by a few unique aspects that go beyond new and returning customers.
For customers to enjoy truly positive in-store experience, it is essential that the employees must be knowledgeable and friendly. There is something special and unique about your store and its location. Always keep this in mind and highlight those USPs to customers to make them aware they are shopping in an environment that’s different from others.
There is a definite need to demonstrate to your customers that you understand their needs and desires by enhancing their personal experiences in each store. One of the ways of doing this is by offering specialized loyalty programs based on their personal preferences. However, effective in-store marketing involves in-depth market research about the interest of customers in each specific store location. Customer preference can be gauged by asking probing questions but in a non-intrusive manner. Your customer service can then be suitably tweaked to deliver an enhanced solution based on the input provided by customers. In-store advertising can also go a long way in improving sales.
A campaign by one of the leading salons showcases how user-generated content can be used with telling effect. The salon offered free styling and makeup to customers in select outlets and a printed copy of their photo. Customers shared this on their personal Instagram accounts and also on the salon’s Facebook page which created a huge buzz about the salon and its services.
Another classic example of in-store marketing is that of this household electronics major that integrates whereabouts of their nearest stores into the online experience. Customers can exercise the option of buying online, in-store or buy online and pickup from a store nearest to them.
A leading retail advertising agency in Mumbai recommends that every customer’s visit to your store be made special by asking non-invasive probing questions to understand what it is they are looking for. They can then be provided with the best possible customer service based on the information they provided.
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