Time is up for easy sales. Those days are long gone. Today’s consumers are easily distracted. Not just by the quality of products, but also by the existence of well-poised competitors. Your marketing strategy could be unique, attracting pre-sales and having hundreds of thousands of customers visiting your store. You can now transform your prospect’s initial goal and get the most out of them.
Take these statistics for instance:
- 97% of consumers will learn about a company (be it a store) online.
- There is a 900% increase in “Close by” and “Near me” searches.
- 72% of local searchers visited a store within five kilometres.
- 61% of the searchers will contact a business, in case they have a user-friendly website.
- 88% of the searches will either visit or call the business within 24-hours.
- The world’s retail eCommerce sales will skyrocket to $4.5 trillion by the year 2021.
The number one strategy you are going to use to make the best use of all the prospects that are going to visit or call your business is in store marketing. Prospects walk great lengths to satisfy their curiosity. Often, other marketing plans will lead them to your store, perhaps it’s a click on a call-to-action button at the bottom of your landing page, or someone just walked into your business.
In-Store Marketing is the magic wand that will address the needs of the customer, the modern prospect, directly at the point of sale (POS). Maybe its customer service, the branding, the intersection of art and business. It doesn’t matter if your consumer wasn’t going to make a purchase, these tips will maximise them also returning again and again. Note that 49% of consumers would switch business due to poor customer service. Not only this, but believability is also the key element that will open doors to persuasion. This is the reason 77% of customers will recommend a business after getting a positive shopping experience. In-store marketing gauged with outstanding customer experience will have prospects spending at least 17% more with the business.
So how do you upgrade the in-store experience and take your business to the next level? Here are some untapped ideas.
A customer’s desire to find a solution for their problem warms them up to find out more. This only intensifies if your brand is going to provide the information they cannot find elsewhere. Have your customer representatives position themselves as experts in your field of business. For instance, according to American Express, 68% of prospects acknowledge a customer representative as the main reason for positive service experience. 62% of which noted this was due in part to the representative’s knowledge and resourcefulness.
Not all details appear noticeable for the concrete marketing plan. Some are appealing to the everyday customer but are barely noticeable. However, small things such as messages, sounds and music will shape one’s opinion about product selection by educating them, informing them about promotions, encouraging shoppers to sign up for a new service or just entertain them. Refreshing in store music has proven to increase the time a shopper spends in a store. In fact, 86% of retail stores are using music to increase customer spending. However, the use of music and in-store audio must be used carefully. In a BBC report, Julian Treasure claims most retailers will never understand music on top of noise is simply noise. Therefore, even if potential exists in music to drive sales, note it is easy for music to interfere with the objectives of a retail store. Nonetheless, Robert Milliman in his 1980 supermarket study found out that average sales volumes were 38% higher during days when retail stores played slower background music.
77% of marketing departments will include experiential marketing as a major component of their advertising strategy. Experiential marketing is transforming the entire shopping process into an experience, rather than a transaction. Another stat indicates that 60-70% of the most popular features of experiential marketing are engagement and bent towards interactivity. To increase engagement, host an event, design comfortable waiting rooms, lounges and set up informative tutorials for the shoppers.
Customer Foot Traffic
Data is as complex as the benefit it provides. Collect data on how your customers first experience your store. What they look at on their first entrance and parts of the store they are likely to dismiss are essential metrics. Software and tools exist for monitoring foot traffic. Take advantage of these to analyse heat maps of your store’s layout. You can also utilise free wi-fi for tracking purposes. Let’s discuss How free Wi-Fi is a great marketing tool in the section that follows.
Wi-fi is a key ingredient when looking to make customers spend more time at a store. Customers will even enjoy and find it appreciative that you can offer them a freebie.
80% of mobile shoppers, for instance, will choose a business depending on the availability of Wi-Fi.
Afterwards, you can send them personalised landing pages and sales letters to bring them back to your store.
As a tool for monitoring foot traffic, once a shopper gets connected, the system tracks that person’s movement around the store. With this information, you can determine which areas your customers like more and what areas they ignore.
Solicit for feedback through customer-friendly surveys. Find areas that customers would love to be improved. However, avoid receipt surveys or by-mail surveys that most customers could easily forget or ignore. Rather set up interactive in-store surveys that allow shoppers to provide feedback before leaving the store. Consider giving customers that respond loyalty points or some form of discount. This will indicate that you are serious and more than willing to transform the customer’s experience.
Check-in and Share
Interact with shoppers through social media check-ins and share with them updates. This is because shoppers can easily receive updates and click the share button. Consider a variety of call to action buttons such as liking, tagging or following. By having some customers share photos of products or the store, in particular, your business will be able to reach more people.
Hold promotional events in the store. With these, introduce shoppers to new products, live demonstrations and coupon discounts. Forge personal relationships between your brand and the shoppers. Make sure the prospects takeaway tips, information and tutorials on how to make healthy purchase decisions. Have them interact with some products, in the case of electronics retail. It is only on a hosted event that you can gauge mass interaction with your shoppers. Therefore take advantage of promotional events.
Design and Layout
Invest in the design and layout of the store. Implement creativity and artistic concepts to appeal to the passions and inner desires of your shoppers. Have them enjoy their stay in the shop, not only by shopping but by exposing them to beauty and grandeur. From wall paintings, the floor, furniture around and the atmosphere. Let it inspire your shoppers and persuade them to shell more money for products.
The Virtual Reality/Augmented reality industry is worth a sweeping $1.6 billion. According to Lumus Vision, 71% of consumers will choose a store that provides augmented reality (AR). The technology allows businesses to create immersive experiences that allow customers to interact and try out products before making a purchase. Therefore, this innovation comes in handy as an excellent marketing tool that can makes it easier for shoppers to sample out more products at a time. Eventually leading to more sales. For example, IKEA utilises augmented reality to fully render 3-dimensional models of furniture in a customer’s home. This saves a customer from the headache of purchasing wrong furniture or generally, the wrong product.
Custom Animations and Interactive Video-on-Display
Animations and Videos are the most expensive forms of advertisements. However, what if you knew that 52% of marketing departments consider video content the one that generates the highest ROI. Research also indicated that a 1 minute of video is worth 1.8 million words. While another one found out that viewers will retain 95% of a message they hear from video in comparison to a mere 10% when they read it on text. Go beyond the realms of in-store advertisements and display video content, custom animations to skyrocket your sales revenue.
Outstanding Product Displays
As earlier mentioned, it is no longer the age of easy sales. Invest in outstanding, well-designed product displays. Have banners and product displayers that highlight product features, prices, alternatives and demo videos. Furthermore, you can use signs and posters to increase engagement through digital signage. This will allow the simple sharing of ads and messages across digital platforms. Digital signage is similar to video and conveys messages through screen projection, LED, LCD and graphics that are entertaining, informative and engaging.
Upgrade your In-Store Marketing Strategy to Drive More Sales
For more tips and tricks on how to upgrade your marketing strategy, bookmark out our blog section for more reads.
At Evolved Sound, we create tailor-made solutions geared towards exploiting diverse marketing opportunities. Initially, our specialisation revolved around on-hold messages, voice-overs, custom radio stations and web audios. Over the years, the brand has grown from just a frontier for new media, to one of the most result-oriented companies cutting across Australia and New Zealand.