Although the rise of online digital sales has challenged the brick and mortar retail stores, the fact remains that people buy from people and the need to ‘try before they buy’ is as prevalent today as it has always been.  As a result, in-store marketing has become an increasingly popular way for brands to offer a personal more memorable experience in-store. Gone are the days of handing out cheap leaflets and shabby samples, the experiences that brands now create in-store are designed to surprise, delight and educate consumers in a way that nurtures brand loyalty and drives instore sales.

Some of the most effective in-store marketing strategies result when brands are able to align their online and offline experiences. As shoppers embrace the omni-channel approach to shopping, retailers are under increasing pressure to adapt their physical stores to accommodate the connected digital consumers.

Shoppers are increasingly discerning and they know that they can purchase most items online at either the same, or a lower price point. This makes it impossible for retail stores to compete on price or product alone.  More retailers are creating unique in-store experiences that encourage consumers to engage with one brand over another. Store staff are required to deliver the best of online offers, in a bricks and mortar store. They can do this by building the experience around the customer, and it is this which strengthens the customer relationship.  To achieve this, brands have started integrating their online customer data to inform and personalise future purchases instore. This informed approach gives staff the opportunity to tailor the in-store offering to each individual.  The most engaging instore demos often revolve around the key objective of the brand allowing them to have a conversation with consumers. For example a shampoo brand setting up a salon in-store to wash and blow-dry customers’ hair, showcases their products and surprises and delights the customers. These immersive experiences that go beyond the norm will be shared on social media and they captivate the attention of all shoppers, not just those who participate.

Another example of an immersive experience is the use of gamification. Creating interactive games is a fun, novel way to engage customers and educate them on product benefits. Games can be challenges, or competitions. Consumers can play instore but also on their mobile phones, allowing them to share their score on social media and invite friends to play. Games are a great way to grow brand awareness, build brand affinity, and to encourage consumers to follow their brand on social media.

Being creative with how you engage your customers in-store by merging the online and offline environments presents lucrative opportunities for retailers.

FMI have over 20 years’ experience in delivering in-store demos that are memorable and deliver results. Get in touch today – hello@fmi.ie

 

Although the rise of online digital sales has challenged the brick and mortar retail stores, the fact remains that people buy from people and the need to ‘try before they buy’ is as prevalent today as it has always been.  As a result, in-store marketing has become an increasingly popular way for brands to offer a personal more memorable experience in-store. Gone are the days of handing out cheap leaflets and shabby samples, the experiences that brands now create in-store are designed to surprise, delight and educate consumers in a way that nurtures brand loyalty and drives instore sales.

Some of the most effective in-store marketing strategies result when brands are able to align their online and offline experiences. As shoppers embrace the omni-channel approach to shopping, retailers are under increasing pressure to adapt their physical stores to accommodate the connected digital consumers.

Shoppers are increasingly discerning and they know that they can purchase most items online at either the same, or a lower price point. This makes it impossible for retail stores to compete on price or product alone.  More retailers are creating unique in-store experiences that encourage consumers to engage with one brand over another. Store staff are required to deliver the best of online offers, in a bricks and mortar store. They can do this by building the experience around the customer, and it is this which strengthens the customer relationship.  To achieve this, brands have started integrating their online customer data to inform and personalise future purchases instore. This informed approach gives staff the opportunity to tailor the in-store offering to each individual.  The most engaging instore demos often revolve around the key objective of the brand allowing them to have a conversation with consumers. For example a shampoo brand setting up a salon in-store to wash and blow-dry customers’ hair, showcases their products and surprises and delights the customers. These immersive experiences that go beyond the norm will be shared on social media and they captivate the attention of all shoppers, not just those who participate.

Another example of an immersive experience is the use of gamification. Creating interactive games is a fun, novel way to engage customers and educate them on product benefits. Games can be challenges, or competitions. Consumers can play instore but also on their mobile phones, allowing them to share their score on social media and invite friends to play. Games are a great way to grow brand awareness, build brand affinity, and to encourage consumers to follow their brand on social media.

Being creative with how you engage your customers in-store by merging the online and offline environments presents lucrative opportunities for retailers.

FMI have over 20 years’ experience in delivering in-store demos that are memorable and deliver results. Get in touch today – hello@fmi.ie

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