What Constitutes Effective Indoor Advertising in Shopping Malls?
Despite the struggle that retail stores are experiencing trying to compete with the online sector, shopping malls are thriving and are still highly effective places to utilize for advertising. Shopping malls are a place where people young and old can congregate to engage and connect with other people. They are transforming into more than just a space to shop.
Many have become centres for activities. Some host concerts, have bowling alleys and movie theatres, and some of the largest most active malls have aquariums and theme parks. All of these are prime places to advertise and many are effectively taking advantage of the ad space the shopping malls offer.
A Few Strategies to Consider
Besides a few well-stationed signs, shopping malls have a variety of ways to advertise to their consumers. A big way that shopping malls reach their customers is through digital advertising boards that can display different advertisements in just the right order if they are properly timed. You can’t just place a sign or digital display anywhere and expect it to catch customers’ eyes. Effective indoor advertising requires analyzing the trends of your shoppers and tailoring it to them. Here are a few strategies we recommend to catch your customer’s attention.
- Analyze visiting patterns. By utilizing data that determines the pattern of where the most people visit every hour, shopping malls and retailers can place advertisements in locations where they will be seen by many people. This is why you’ll commonly notice advertisement at the entrances of malls. No matter where consumers go to shop inside the mall, they have to enter and leave one way.
- Show customers what they want to see. Through anonymous customer profiling, stores are able to reach customers that are interested in what they’re specifically selling. They can determine what stores certain customers frequently visit and cue the digital display to show an ad for a store that matches your spending habits.
- Use path analytics. Shopping malls can use path analytics to determine the effects of their advertisements. Basically, they can see whether a specific ad placed somewhere in the mall helped drive more traffic to the store advertised.
Why Indoor Advertising Works
Indoor advertising is effective because of the sheer amount of people that visit malls per month; it’s estimated that high volume malls have traffic that ranges from 12 to 40 thousand patrons per month. These patrons sole purpose in going to the mall is to browse the stores and socialize so when they see an advertisement in such a relaxed, casual environment their attention is easily caught. The advertisements placed in malls are specifically targeted to their customers so they’ll appeal to them. Most ads are read in full and it’s shown that 84% of the ad is memorized by those who read it.
Shopping Malls Engage Their Visitors
It’s simple: shopping malls are engaging to those who visit them which provides the perfect setting for effective indoor advertising. Shopping malls and retailers don’t have to create the ads themselves. There are companies like ours, Brant InStore, that assist retailers in creating innovative and effective ad solutions so that you’ll see a jump in purchasing.