A lot of money goes into marketing campaigns in retail stores. Ultimately, however, their success also depends on how many customers find their way into the store in the first place. Store-front marketing or "Drive-2-Store" is becoming increasingly important as an essential part of the customer journey. There has been a lot of talk about the success and limitations of beacons, but what other innovative solutions are there to turn the flow of passers-by into customer flows?
The following article puts together a short overview of measures and ideas, which can of course also be perfectly combined with one another. As a special service, we offer our customers and readers to call up an information brochure for every point. Simply send an email to newsletter@instore-solutions.com and specify the number in the subject "Drive-2-Store" and the number, e.g. "Drive-2-Store No. 3". So, here is the list: newsletter@instore-solutions.com Send and in the subject line "Drive-2-store" and the number specify, so as "Drive-2-store no. 3".
1. Cross-Device Targeting. With or without Internet campaigns. This is where the modern customer journey begins. Cross-device targeting is becoming increasingly important for a successful customer approach at shop level and will soon be indispensable. The starting point for a seamless shopping experience in online and offline retail.
2. Out-of-Home Kiosks. Think of interactive kiosks strategically placed at central points in a city (train station, pedestrian zone, shopping centre), providing incentives to visit your stores, and naturally also indicating where the nearest shop is located.
3. GPS campaign. Ideal in connection with public transport, but also in connection with gaming apps. A large variety of sensors, geodata points, optical and acoustic triggers and even odor marketing can be intelligently combined to create amazing effects, with a lasting impact on your customers’ experiences and repeat visits.
4. Beacons. Despite restrictions such as subscription requirements and Bluetooth activation, beacons are an integral part of the digital marketing world. The key driving element is the relevance for the user. If this is given, beacon app are one of the best Drive-2-Store solutions to choose from.
5. (Digital) Customer Stoppers. The analogue version has proven itself for decades as a successful and very cost-effective solution. However, they are coming out of age now. Digital variants are eye-catchers and can send daily or hourly changing messages, and can be perfectly combined with other (digital) signage elements.
6. Visual effects outside the shop. Even the best Store-front campaign is only as good as it is seen by passers-by. Light and sound effects that attract attention without disturbing are great complementary elements that are not to be ignred (taking into account, of course, the respective municipal restrictions).
7. Visual effects in the shop window. Visual effects are also extremely important when part of the shop window itself. Those elements can playfully involve the passer-by, particularly when they are interactive, unexpected and meaningful.
8. Holographic displays in the shop window. Holographic displays are enormously effective eye-catchers, even in the shop window. However, sunlight and the thoughtful deployment of engaging elements are to be taken into account here.
9. Virtual promoters in the shop window. High-end virtual promoter solutions, whether based on rear projections or on semi 3D screens, and supported by acoustic effects, do trigger exceptional WOW effects when well implemented. In combination with transparent screens, gesture control or augmented reality effects, VP campaigns are probably the most successful UX applications in the Store-front marketing world at the moment.
10. Digital interactions at the shop window. Even without a virtual promoter, interactive Store-front solutions are highly attractive and efficient. From virtual reality games to 24-h shopping via touch screens, there is a cornucopia of solutions that can be tailored to each retail segment.
In conclusion, it does not always have to be discount promotions or vouchers that encourage passers-by to enter the store. Think of these:: photo promotions (e.g. AR selfies for social media sharing), payback or other mileage credits, test subscriptions, in-store games, raffles, points for your own active customer club, fundraiser for a social institution, opportunity to participate in exclusive events or product sneak previews, scavenger huntsm Meetings/autograph sessions with VIPs, skill games with rankings, and so on and so forth. You surely find some valuable elements to be included in your next campaign!