What is In-store communication?
In-store communication is a set of methods and tools that enables the implementation of a strategy aimed at improving the customer experience. It is essential for brand image, as well as for customer loyalty and attracting prospects. According to an Ipsos study, 75% of consumers searched for information on the internet before making a purchase, and 55% believe that the physical store and the website are complimentary.
The main goal of in-store communication is to generate product interest and encourage customers to purchase.
To generate traffic in the point of sale, several communication strategies can be used:
- Targeted advertising campaigns (online, TV, radio, and newspapers)
- Partnerships with local businesses/organisations
- In-store events (open house days, demonstrations, etc.)
- Special offers and promotions
- Loyalty programs and referral marketing
- Targeted email or SMS marketing
- Social media
- Use of in-store signage to guide customers to products and services.
To optimise commercial performance in-store, it is necessary to activate the right communication levers and adapt to the different buying behaviours of consumers.
How to generate in-store visits through in-store communication?
How to improve in-store communication?
Before implementing a strong digital communication strategy, it is essential to carefully consider in-store communication in order to create a genuine experience and establish a good relationship with the customer.
This is an effective way to build customer loyalty and keep them informed about offers. This can be done through various channels such as posters, displays, interactive kiosks, etc. However, outdoor advertising such as billboards or banners should not be overlooked, as they attract the attention of potential future customers.
The point of sale is a privileged place for communication, and it is important to address targeted messages that will have an impact on purchasing behaviour. Today, 68% of consumers are not satisfied with their in-store shopping experience (easiware.com), and this is a challenge for brands.
The footfall in physical stores is not likely to decrease, as people today are looking for a genuine experience and a certain level of proximity. According to a 2019 POPAI study, 6 out of 10 French consumers feel closer to a brand that communicates in-store. It is therefore essential to attract them at all costs and bring them back.
The information communicated in-store must be clear in order to optimise the customer's understanding of the information. Improving the customer experience and optimising the journey will help facilitate the purchasing process.
In-store information has several objectives:
- Inform the customer
- Guide them effectively
- Facilitate the sale
- Secure the flow
- Enhance brand awareness and image
In-store communication of information is sometimes neglected, but it is essential for improving the customer journey and, above all, for building customer loyalty.
And what is important to remember in order to generate in-store visits through in-store communication is:
- Target the appropriate consumers with relevant messages
- Create an attractive and enjoyable shopping experience
- Offer exclusive benefits to in-store visitors
- Use multichannel marketing techniques to encourage customers to visit the point of sale
- Highlight flagship products and special offers in-store
- Encourage customers to engage with the brand on social media and in-store
- Collect data and analyse it to constantly improve in-store communication efforts
It is necessary to establish clear objectives in advance in order to have an effective and consistent strategy. There are several communication channels available to improve in-store communication, whether they are digital or traditional tools.
What are the communication channels in-store?
In-store advertising and in-store information are real marketing tools. Highly influential on purchasing behaviour, these communication channels are numerous and at the heart of the store, where the buying decision is made.
Let's take a look at these different tools:
- Advertising poster
This is the essential communication channel in-store. Posters are an effective way to inform customers about promotions, new products, events, and services offered by the company. Simple, practical, and cost-effective, posters are very common in stores.
- Advertising arch
Being a rather imposing support, the advertising arch comes to theatricalise the advertising messages and highlight the desired space.
- Advertising banner
Positioned in front of the physical store, the advertising banner is very effective for being visible to the largest number of passersby, especially from a distance. As a promoter of promotions, it allows for attracting the consumer's attention.
- Interactive kiosk
It allows you to offer your customers a unique and immersive experience through web applications that allow them to generate personal information, for example.
- Point-of-sale display screen
The point-of-sale display screen offers increased visibility and can be displayed anywhere inside the store to communicate all kinds of information, such as the products and/or services they are associated with animations, and promotional videos... The consumer's attention is then more solicited.
- Roll-up banner
Often located in the storefront, it is used to attract the consumer. Its vertical shape allows it to highlight strong and attractive messages at the level of passersby in order to attract them inside the store.
- Feather flag
Usually placed outside to encourage the consumer to enter, it can also be used inside the store to guide the customer on a specific path.
These many communication support media not only allow perfecting in-store communication but also to increase sales.
Boosting the point of sale allows integration of new consumption habits related to digital technology into the in-store customer experience, which remains the main asset of physical stores.
How to measure the performance of your local campaigns?
A local campaign is part of a marketing strategy that leverages data, context, and customer experience to reach consumers through digital channels.
When developing local advertising campaigns, it is essential to accurately identify communication needs in order to establish a clear objective and define the priority communication area. To succeed in a local communication plan, it is important to create a clear and tailored message for the targeted customer base. It's also crucial to integrate calls to action into communication supports in order to boost traffic in physical stores, for events, promotions, product launches, etc.
Another fundamental aspect is to use multiple communication channels, delivering messages on different digital media platforms at certain times. Each media (Google, Facebook, Waze, etc.) doesn’t target the same profiles, or the same area, and above all does not have the same objectives (traffic, visibility, conversion, etc.).
Measuring the performance of local campaigns is essential to determine the effectiveness of advertising. Analysing the results and data is crucial for optimising the budget.
Data is the key tool for optimising local campaigns. They provide valuable information to accurately identify what works and doesn't spot opportunities and risks, and determine the ROI of different digital actions.
However, analysing data for a local campaign becomes complicated due to the media mix. Each advertising media tool is very specific, making it a challenging and time-consuming task when the campaign is broadcasted in multiple locations and across various media. To establish quality reporting and maximise the success of a local communication plan, platforms such as DeepReach can perform this work simultaneously across multiple media.
Drive-to-store: an alternative to in-store communication?
While the rise of e-commerce has undoubtedly changed the retail landscape, physical stores remain a crucial part of many companies marketing strategies. However, with consumers spending more time online than ever before, brands are increasingly turning to "drive-to-store" tactics to encourage foot traffic.
A local communication plan cannot be considered without integrating a digital dimension, and there are many solutions today such as drive-to-store, a new alternative to in-store communication.
Generating in-store traffic today necessarily involves using various digital media. Combining offline and online communication helps establish a presence on multiple channels and increase visibility.
But does this mean that drive-to-store campaigns are an alternative to traditional in-store communication? Not necessarily. In fact, the most effective marketing strategies will often involve a combination of both approaches.
It is important to highlight the role of social media has become an essential sales lever. As a strong message carrier, it allows communication with potential customers who are likely to be interested in advertising. While Facebook is a must-have, a good social media strategy requires relying on multiple networks to develop visibility. Google offers several tools, such as Google My Business, which gathers important information about the point of sale, improves local SEO, and centralises numerous customer reviews. In recent years, this tool has become a certain way to increase in-store traffic. Similarly, Waze Ads is undoubtedly the social network to refer to for boosting in-store traffic. One could also mention Snapchat, which primarily targets Generation Z.
Drive-to-store tactics can be highly effective at reaching consumers where they spend much of their time: on their smartphones. Using mobile apps, location-based ads, and other digital tools, brands can target potential customers with offers and incentives encouraging them to visit a physical store.
At the same time, however, in-store communication remains a key part of the customer experience. By creating an inviting atmosphere, offering personalised service, and using eye-catching displays and signage, retailers can create a memorable shopping experience that encourages repeat visits and positive word-of-mouth.
Ultimately, the best marketing strategies will be those that combine both drive-to-store and in-store communication tactics in a way that is tailored to the specific needs and preferences of each brand's target audience.
Effectively communicating at the point of sale, establishing a strong local strategy, and properly measuring local campaigns require significant investments. However, there are numerous alternatives to generate traffic in-store. Whether traditional or digital, local communication is a real lever to generate traffic in-store.
