Marketing encompasses more than just sending flyers, airing television commercials and having an online presence. For companies with a brick-and-mortar store, the advertising continues even when the consumers are already in the store. Often, customers are not sure what they want to buy or may just be browsing without an intent to buy. This is where in-store advertising comes into play. However, advertising may also backfire and come off as an annoyance if it is perceived as too excessive and in-your-face.
The Many Variations of In-Store Marketing
Marketing inside a store isn’t just about putting up a few banners and signs. Everything from the way the products are stacked on the shelves to the use of lighting constitute as smaller parts of a greater element to make certain merchandises stand out. How often have you seen a specific item stacked into a pyramid and given an entire section of its own away from other products? This is a prime example of a product being marketed to give it extra attention and limelight.
Trendy Digital In-Store Marketing Methods
The world has practically gone digital, and your business should follow suit in order to keep up with the times. Most companies are already familiar with common web-based marketing like SEO and social media and already have some degree of online presence. Some trendy methods include the following techniques:
Digital Signage – How is a digital signage more effective than hanging a traditional sign or banner? For one thing, a signage display has crystal-clear quality image and can be set up to change messages at preset intervals. Another neat thing is that digital signage can also invite customer engagement. If you have a company profile on social media, then why not place it on your signage to let customers see what others are commenting about your products and services? Those customers may even add their own comments, which will then be added in real time where other patrons can see them and choose to contribute to the discussion.
In-Store Beacons – These are little sensors that use Bluetooth technology to send messages and coupons to a customer’s smartphone. The content sent to one’s mobile device in this manner is often effective because it is relevant and is information or an incentive that can be used right then and there.
Personalized Ads – Some signage displays can customize ads by using a built-in camera to identify a customer’s gender and approximate age. The system can also monitor passers-by through their smartphones and measure how long a customer looks at the ad, which provides valuable data useful for tweaking and modifying ads.
Are Your Ads Perceived as Helpful or an Annoyance?
Understandably so, some consumers are concerned that with all the digital technology being used in the name of marketing comes a loss of privacy. For some, the experience can feel like big brother is spying their every activity, which can feel like an intrusion. However, for the most part, the majority of consumers are so ingrained in a digital world that these ads feel like an everyday norm.
By incorporating high-tech in-store advertising, you may inevitably trigger some unhappy consumers. The best ways to diffuse any grievance is by inviting a discussion, perhaps through your social media page, and encouraging anyone with an issue to air their concerns. You don’t want to risk losing these consumers, so reassure them that the technology used is fully automated and that there isn’t some creepy guy controlling the technology from a basement and collecting your information.
Digital Advertising in Stores is Becoming Increasingly Commonplace
Remember that any concerns regarding privacy will only come from a very small demographic. The vast majority of consumers will appreciate the ads because they are better targeted towards what shoppers may be browsing for at a given moment. Digital signage solutions provide a sleuth of ways of delivering ads that are informative, relevant and engaging.
This is an era where content in just about any form can be delivered in real time and through a monitor. Take advantage of the latest technology to bring continued value to your customers.
Originally published Apr 18, 2014 3:58:18 AM, updated June 28 2019