The world of business is always evolving, so businesses have to be innovative enough to stay ahead of their competition. The primary method of attracting customers is through marketing. Although outdoor marketing is most common, we also have marketing at the point of purchase. This requires the use of media to reach out to these customers.
Before going too far in the discussion, let’s explain in-store marketing. What is in store marketing? This refers to a strategy of marketing that involves reaching out to a customer at the point of sale. That is, inside the store.
This type of marketing is suited to brick-and-mortar type enterprises where the customers make a physical purchase. It can also work out well for online businesses with a central pickup point.
The targeted ads can be in the form of motion pictures, photos, or any other media that captures the attention of the customer to encourage further purchases or to help keep them as a long-term customer.
In-store media refers to all the displays that are incorporated as part of an in-store marketing strategy. This will range highly from pictures to mascot puppets and even digital videos. In recent times, in-store media has focused on the digital side because of advancement in technology.
This has had a good effect on the effort to make in-store media more prominent. Interactive in-store media, such as animated videos, have risen in popularity to grab the attention of customers at the point of sale.
This contributes to any retargeting campaigns that a particular store might have in place. Additionally, high quality printed photos, and murals have proven over time to be effective in creating return customers.
A lot goes into the decision-making that results in an in-store media choice, but the most significant factors are:
Is your customer the type that comes back to the business often or is he or she one that only comes in once in a while? This type of information determines whether your media needs to evoke a feeling of urgency or insecurity.
Urgency is suitable for products that need to be replaced from time to time. Insecurity is suitable for products that need other products for them to work.
All the in-store marketing campaigns you will ever set in motion will have a set goal. These goals need to be considered carefully to arrive at the right in-store media for you.
Visual displays are more effective if they are in line with trends. Customers will most likely relate to something they have heard about or seen somewhere else.
Some in-store marketing examples you will see that appeal to trends are those that use hashtags or meme displays in their stores to appeal to customers.
In-store media needs to be carefully selected by focusing on your customer. Offer them value in your store rather than by bombarding them with adverts.