In-Store Advertising For Retail: What You Need to Know
Whether you’re just setting up shop or have been running your business for decades, you know that marketing to new and existing customers is paramount. However, it’s getting harder to attract and engage customers. People are getting increasingly tired of seeing ads all over the internet, and gaining their attention is only becoming more difficult and more expensive. So why not go offline?
Owners of traditional brick and mortar shops have a unique, and often unused, asset they can use for a powerful marketing strategy: in-store advertising. The effectiveness and potential of in-store marketing is extensive. Not only do customers find them refreshing, but studies have also proven that a high number of buying decisions are made in the store. There are many ways you can take advantage of your physical point of sale to increase sales and customer satisfaction. Let’s take a look.
What Is In-Store Advertising?
As the name suggests, in-store advertising is the act of marketing to customers while they are inside your store or commercial property. It takes advantage of the fact that a customer who is already within the premises is already engaged and ready to shop, making it easier to nudge them over the edge or upsell your products.
Unlike other retail advertisements which focus on using outside messaging to bring customers into the store, this strategy uses in-property media and messaging. On top of increasing brand awareness, it helps companies showcase new products and attract more customers to increase sales. One of the best ways to do this is to create an experience for the customer — think sensory tasting exhibit over a static banner. Done right, in-store advertising is the ultimate customer magnet and can also lead to word-of-mouth marketing for your business as visitors tell their friends about their experience in your store.
The Benefits Of In-Store Advertising
A Mass Merchant Shopper Engagement Study conducted by POPAI found that 82% of purchasing decisions are made while in a store, 62% of shoppers make an impulse buy while shopping, and 16% of unplanned purchases are driven by in-store ads. This snapshot confirms all the benefits of this form of marketing.
If you’re still not convinced to put up that in-store advertisement, here’s a full breakdown:
- It persuades customers: In-store ads not only convince buyers to purchase your products but also leverages impulse buying. The right cross-sell or upsell can convince a customer to throw an extra item in their cart.
- Introduces new products: There’s no better place to explain how a product works and its benefits than in person when a shopper is interested in a product similar to yours.
- Promotes sales: Customers are more likely to notice a sale banner or promotional item when they are in the store than online.
- It reminds customers of your product: A customer might have taken an interest in your product through your online marketing efforts but failed to convert. In-store ads remind them about your brand and can push them to make the purchase.
Current Trends In Retail Advertisements
As with all marketing, customers are drawn to what’s new and trending, and it’s no different with in-store advertising. The newer the better, so businesses need to stay up to date with what’s happening. Some of the hottest trends coming up with this form of marketing include:
- Sustainability in Retail
More than ever, customers are choosing brands that are less focused on the bottom line and instead take a stand on social, cultural, and political issues. That’s more than 60% of shoppers have been shown to gravitate towards businesses committed to reducing plastics and improving the environment, as one study found. This presents companies an opportunity to sway a shopper’s decision in-store: a customer is more likely to pick your product if you show that you offer sustainable alternatives such as compostable packaging or offer them recycling options.
- Internet of Things (IoT)
IoT offers brands unlimited ways to establish a connection with a customer, and companies are taking full advantage of it. For example, you can encourage customers to learn more about your product by sending an IoT-enabled pop-up to their smartphone when they stop at your shelf.
- Experiential Ads
As digital marketing evolves, retailers have been forced to up the game with the experiences they provide shoppers at their physical locations. With this, immersive experiences are becoming the norm. Interactive in-store media, real-life props, and Instagrammable displays are just some of the attractions brands are using to boost engagement and sales in the store.
In-Store Advertising Ideas
Every retail outlet you go to—supermarkets, drugstores, convenience stores—has some form of in-store advertising display or experience. There are multiple channels you can use to reach your customers in a store:
- Stand out product displays
- In-store digital advertising screens
- Engaging digital signage and menu boards
- Branded shopping cart panels
- Overhead ads in-store music
- Above-aisle or end-aisle displays
- Backlit front aisle displays
- Live product demonstrations
- Interactive screens and in-store video advertising
- Floor graphics
- Checkout counter dividers
- Branded clocks
- Overhead messaging
- In-store beacons
The Importance Of Music In Storefront Advertising
Music is one of the most powerful ways to influence a person's mood, making it an effective way to influence customer behavior. Just like in-store display ads, in-store music can be used to market your products.
One psychology study reported that 35 percent of people stay longer in businesses or public spaces when they appreciate the music choices, about 31 percent return, 21 percent would recommend the business to others, and 14 percent would buy more. Those are some significant numbers. The same study reported that about 82 percent of retail customers said it was important for music in shops or retail establishments to have the right volume. All of this data proves how important it is to use music to help your customers feel at ease in your store and encourage them to make purchases.
Get the Right Tunes with Cloud Cover Music
Getting the right music to support your in-store marketing can be tricky, but luckily Cloud Cover Music has an ample selection of quality music for retail outlets. Subscribe to our music streaming business solution today and get fully licensed music stations playing everything from golden oldies to timeless pop and modern hits. Our easy-to-use platform allows you to customize a messaging plan to drive branding and sales on the spot.