Because it’s called “in-store” marketing, it’s easy to see why people might think that the results of this marketing strategy exclusively happen in a store. But when done right, in-store marketing can actually help a business market to and connect with customers after they leave.
Let’s look at the ways that in-store marketing can create remarketing and long-term marketing opportunities that allow brands to connect with customers after they walk out the door.
A Quick Look at In-Store Marketing
If you’re unfamiliar with the concept of in-store marketing, it’s a strategy that uses tools and messaging within a brick-and-mortar location to advertise and connect with customers. Unlike other marketing strategies that have the primary goal of bringing customers to a store, in-store marketing communicates with customers once they arrive.
Using In-store Marketing to Connect with Out-of-Store Customers
In-store marketing has multiple benefits. Some of these benefits are in fact, specifically tied to connecting with customers and encouraging action while they are in the business. These short-term benefits include:
- Driving up-sells and cross-sells
- Increasing sales and revenue
- Improving store atmosphere and customer experiences
But, it’s not just these immediate benefits that are the only advantages of in-store marketing. When executed strategically, these tools and tactics can also help provide long-term value that lasts even after customers walk out of the business. These long-term benefits include:
- Building brand loyalty and affinity
- Driving social media connections
- Collecting customer contact information
In-store marketing may feel like a tactic to get a quick win. But, it’s actually a strategy that has lasting benefits. Let’s look at how you can get these longer-term wins.
Use In-store Marketing to Build Brand Loyalty and Affinity
In-store marketing can help your customers get to know your brand better. If a casual shopper or customer comes into your location, you can use in-store messaging to help them see who you are and what you offer.
By helping customers get to know your business better, you can build both brand loyalty and affinity. Customers can form a deeper, more memorable connection with your brand.
- Use digital video walls to display lifestyle videos that reflects your brand voice and positioning.
- Create a custom overhead music playlist that includes songs and genre-specific music that matches your brand feel and connects with your target audience.
- Share custom videos that introduce your brand, staff, or philanthropic efforts.
- Place branded frames and overlays around content on your digital screens so your logo and branding is always infront of your audience.
- Create private label TV channel that only shares content that your target audience will enjoy.
Use In-store Marketing to Drive Social Media Connections
While in-store marketing primary makes connections in real-life, that doesn’t mean it can’t translate to online experiences. You can use your in-store messages to drive customers to interact with your digital branded experiences on social media.
The benefit of getting interested and engaged customers to find your brand on social media is that you create a line of communication that exists even after customers leave your store. You create an opportunity to continue the conversation and keep encouraging shoppers to return again.
- Encourage customers to find and connect with your brand on social channels by using call-to-actions on in-store digital signage.
- Feature live streams of your social media feeds on digital screens.
- Feature live streams of user-generated content by setting digital screens to show content that uses your branded hashtag.
- Offer discounts to shoppers when they check-in or follow you on social media and promote it in your store using digital content and overhead messaging.
- Provide free customer WiFi so shoppers can log on while in your store and then use custom splash pages that encourage users to follow you on social media.
Using In-store Marketing to Collect Customer Contact Information
Just as you can use in-store marketing to get shoppers and customers to connect with your brand on social media, you can also use these tools and tactics to form another digital tie to your brand. You can use them to encourage customers to pass over their email address or phone number.
Customer contact information is incredibly valuable for a brand. You can use this information to share updates, promotions, specials, coupons, events, and brand news. It keeps you in contact and at the top-of-mind of interested audiences. In-store marketing is the perfect tool for helping you collect this valuable information from customers.
- Use WiFi marketing to set up a system that collects customer email addresses when they log in to your free service.
- Set up your free WiFi system to collect customer data so that you can learn about the demographics of your average shoppers.
- Create a customer loyalty program that encourages customers to sign up using their email address or phone number.
- Run contests that offer customers entry in exchange for providing their phone number or email address.
- Promote your data-collecting campaigns on in-store marketing tools such as digital signage and overhead messaging.
- Use touchscreen kiosks to allow customers to sign up for your offers without requiring staff assistance.
Use In-Store Marketing to Connect with Customers After They Leave
Yes, in-store marketing uses tools and tactics that help you push marketing efforts to connect with customers while they are in your location. But, it can do much more than that.
In-store marketing strategies can also help you create connections that allow you to engage with and sell to customers once they leave your location. Use the tips and tools in this post to leverage your in-store customers and create long-term marketing ad re-engagement opportunities.
For help with launching these strategies, download our free ebook: How to Impress Your Customers and Provide Exceptional Customer Experiences. It includes deeper looks at how to launch and develop effective in-store marketing strategies using audio and video.