As a small business, you have to look for every possible marketing strategy to promote your product and to increase the reach for targeting the audience.
Marketing can help you in introducing your business as well as establishing your brand. It not just create the buzz in the market but also makes your customer interested in what you are selling,
To understand how you can use the in store marketing for your benefit, Here is the beginner guide for you.
Table of contents
- A Brief On Instore Marketing – Why Your Business Requires It?
- Importance Of In-store Marketing In Small Business
- Instore Marketing Strategies That You Should Follow Right Away
- Be Where You Get More Customers
- In-store Displays
- Listings The Store Online
- Digital Marketing & Publicity
- Use The Assets You Already Own
- Use The Social Media For Promoting Your Instore
- Win – Back Campaign For Inactive Users
- Look Out For Influencer Marketing
- Try New Technology For Personal Customer Relationship
- Engage More Customers By Customizing Services
- Create A Dedicated Spaces For Informing About Products
- Use Of Retailanment For Attracting Customers
- Tips From Experts To Make Your Instore Marketing Effective
- Ideas To Try For Your In-Store Marketing & Promotional Strategy
- Mistakes That You Must Avoid In Instore Marketing
A Brief On Instore Marketing – Why Your Business Requires It?
In-store marketing is a business strategy that targets their audience when they are in brick and mortar or physical stores. Instore marketing focuses on engaging their audience when they are in-store instead of attracting them to the business.
With marketing, small businesses get control over the experience of their customers. The owners can dictate how and what can be helpful in their surroundings to increase engagement.
The marketing uses the physical available locations like showrooms or stores as a base. The locations are used for doing marketing activities including distribution and sales.
There are some common types of instore marketing which includes –
Brick & Clicks
This one uses both the physical location and online presence for attracting the audience for sales. Here, the customers can order just with a single click. This enables the companies to serve their audience through digital as well as physical channels.
Public relations use flagship and showrooms for developing and boosting relationships along with stakeholders and media. It includes partners, regulators, investors, and employees.
The instore marketing type is used for doing research based on customer needs, behavior, preferences, etc.
It can be used as a taste test for attracting people and to design the new products or improve the old ones.
The instore marketing type which is for promoting new products and services. It can use events, demonstrations, displays, workshops, etc.
The promotion instore creates an interactive environment so the customer can get introduced to the product you are selling.
You can start your small stores to help the customers to return their eCommerce goods. tIt will be more hassle-free and convenient for them to process the return of the items.
Importance Of In-store Marketing In Small Business
In the world of the internet, the sellers need to hold their quince attention in both store and website level. Marketing and engagement are crucial for selling products.
According to research done by time-honored, almost 70- 75 % of buyers decide what they will buy when they are in stores. It’s enough to use it for boosting sales for products.
In stores, the surroundings and ambiance influence the mood of buyers. Also, a small business can use it for getting the results they are hoping for.
Instore marketing gives positive experiences and taps the sales cycle. It can help the buyers to move in their next purchase.
Also, it helps in creating loyalty toward the brand and boost the numbers in new buyers.
Instore Marketing Strategies That You Should Follow Right Away
Improving your in-store experiences, so the visitors can be convinced to try something from your brand.
It’s not just about choosing a good location or adding flyers but to add the value so the customers feel at ease and confident about shopping from your brand.
Be Where You Get More Customers
Even if you have the most foolproof planning ever, but you don’t have the flow of customers then it will fail at the end. It’s important to be where you can meet more customers.
Before you decide to start with marketing, take some time for planning and analyzing the locations from where you can get most of the flows.
Identify those channels and choose the locations according to that. Here are a few ways to add more traffic to your business –
Displays are the first thing your customer notices. It should be attractive, interesting, and make your audience curious. The displays of your in stores play an important role when the customer is deciding should they visit or not.
Listings The Store Online
People are increasingly using google and other apps for discovering new stores near them. Make sure to add the business in such stools and available information so the customers get the complete idea of what they can expect.
Digital Marketing & Publicity
Social media can help you in locating the audience to bring them near you. With the help of Adwords and a strong presence on e-commerce, you can attract more people to your instore,
Word of mouth is an effective way of bringing the traffic. The more people will talk about your business, the more buzz will be created. It will bring more ideal customers to your business.
Use The Assets You Already Own
Fancy marketing tactics will cause investments, start with what you have already. If your store is already running, you mostly have a lot of resources. Use it for bringing the best from the situation.
The assets can be –
Merchandise & Fixtures upgrading
Amazing merch is a game-changer in conversing with more people and making them curious about your brand. Make sure that you have stocked up products that your customers will buy from you.
Use creative displays and arrange the items to please for eyes, useful, and easy to get the order.
Services & Staffs
Since your customers are not shopping online, physical buying is stressful. On top of that, unsatisfied customers will likely never come back.
That’s why having all the needed services to make your customer comfortable is crucial. Keep the payment methods available and keep it easy for the customers.
Along with services, your staffs are important for leaving a good impression of your brand on people. Your employees can be a good marketer, but for that, they should be motivated and engaged too.
Offer Wi-Fi For Free
Believe it or not but free wifi can bring a lot of customers to your brick and mortar locations. Also, it can be useful for alerting the customers about your marketing and allowing them to promote your brand.
Wifi marketing is appreciated by most of the customers. Not just your customers are satisfied and happy but they can be more relaxed as well as patient while shopping.
Free wife let them be busy scrolling their phone when they are waiting in the billing line or the staff take time. Also, it ensures the happy customers are more likely to visit again.
Use The Social Media For Promoting Your Instore
When you are offering free wifi, you can also encourage your visitors to share the review or check-ins via their social media accounts.
It will help in promoting the brand among more people and targeting a better audience who are not near your location.
When it comes to social media, Facebook, Pinterest, and Instagram are serious platforms that are more consumer-centric.
You can follow the tips to get more customers from these platforms, include –
Facebook is one of the strong consumer-centric platforms online. You target your audience by posting the ads and starting your group.
You can start the page for your store, along with information like location, about us, contacts, email address, etc.
Instagram has more than 800 million users monthly. You can post the pictures of your brands, start your hashtags and upload stories, etc.
But to start with Instagram, make sure you have brand aesthetic ready so the profile looks inserting and appealing to your audience.
Curation is an important key when it comes to Pinterest. Posting randomly won’t work and you must focus where your boards are navigating your visitors.
However, the Pinterest algorithm is different and your content might not get surfaced so easily. It can take around 6 months for your content to start appearing.
Win – Back Campaign For Inactive Users
Win back campaigns are focused on the customers who used to shop from your brand but they are not active for a while or not in connection with you at all.
The campaign helps you in bringing them back and trying your brands as well as visiting your in store too. The win-back campaign can include coupons or discounts exclusively for them.
You can send them emails or messages, depending on how you were connected with them. Make sure to add a limited-time period offer, so the buyers feel an urgency to try it as fast as they can.
Look Out For Influencer Marketing
The customer’s lookout for content that can be relevant to them. Influencer marketing is specially designed to deliver personal, specific, and relatable content.
According to experts, there will be a 65% increase rate in influence marketing by the year 2020. You can look for influencers for promoting your brand and boost your reach to customers.
Using influencer marketing, it’s much easier to gain trust and build new customers in the market.
You can find influencers on Instagram as the platform is considered as a hub for influencers. It’s designed to allow user-generated content and you can find the influencer who fits in your ideas naturally.
Try New Technology For Personal Customer Relationship
Well, Instore marketing strategies also include digital technology for collecting the data and information from consumers. The collected information is used for designing personalized development and solutions.
You can place beacons at the entrance of your store, the small Bluetooth device will be connected to the customer’s phone for collecting ethnically data.
The data includes email address, location, birthday, demographics, etc. Also, the data can be sued for sharing the coupons, deals, and discounts via push notifications.
Engage More Customers By Customizing Services
In recent times, product customization has become valuable and extremely useful for customers. They expect the brand to understand and express the sense of style as well as share their values too.
Product customization allows the customers to be a part of the product manufacturing until the final result including what they feel and want. The benefit from this, you get better conversion rates, traffic, and sales too.
Create A Dedicated Spaces For Informing About Products
More than 55% of customers prefer to visit stores before they decide to buy the product or not. The reason for visiting stores is to feel and try the products.
The close look helps the buyers to understand what they are buying and if it’s suitable for purchase or not. The brands can take this for their use and create short corners for helping the visitors for educating them.
Customization is another option that helps the buyers to use the product the way they like. Creating the product with the options to add their touch, make the product fascinating and useful for them.
Use Of Retailanment For Attracting Customers
The word Retailanment is discovered by George Ritzer who is an author and socialite. The word means the use of surroundings, emotions, ambiance, and activity for making your customer interested in your brand and changes their mood to buy it.
The fact is the more time your customer is staying in your store, the high chances of buying increases too. It makes your customers introduce your brand.
For that, detailing is an important part. To attract your buyers, everything from music to scent, and even the uniforms of your staff plays an important role.
In your store, everything should be aligned according to customer perception in terms of images and values. The elements should be used for increasing the experience and enjoyment.
Tips From Experts To Make Your Instore Marketing Effective
Sometimes the instore marketing companion can hit the slump. To avoid such situations and increase foot traffic, some experts shared tips that you can use.
Give A Solid And Strong Reason To Your Customer
Most of the buyers don’t prefer visiting stores to buy products. They prefer online options but to increase the foot traffic to your store, you must give solid and convincing reasons for them.
The reason can be exclusive sales or discounts, or you can hold events and promote your store by sharing codes which can be used in-store only.
For buyers, there must be something big to push them and visit your store to try your product. If they don’t find it attractive or appealing enough, they would stick to ignoring the store.
Focus On What And How You Are Selling
Assume if what you are selling is not something anyone wants, or maybe they don’t. The buyer should know how to sell when a senior turns out like this.
In such a scenario, it becomes important to focus on what you are selling. Make sure you know the audience you are targeting and how it will affect the life of the users.
Either the consumer should have their raisins to buyers for you should give one. It should be something that your buyer is not going to get anywhere else.
It also depends on how you are selling. The method and mode both are important. How and where you are targeting, make sure you plan everything so you stay ready.
Keep Researching And Never Stop
Small businesses should never stop researching. There is something that keeps changing in the market. It can be a trend, requirement, your competitor’s plans, approach, etc.
Keep researching so you always stay updated with all kinds of changes. Use your research in making your plans and strategies for in-store marketing.
Create Buzz And Approach Customers To Take Action
The sense of urgency is important to increase the foot traffic to your store. Your audience should feel excited and eager to use what you are offering.
As a brand, it should create curiosity in those who never tried it. Also, motivate your audience to take quick actions. For that, you can offer deals for limited time or inventory.
But it’s impatient for your brand to be clear about the message and time frame. The right strategy will keep your audience on the toe and the urgency will lead them to try the product right away.
Stay Relevant To Your Surrounding
The relevancy is the utmost important to outreach your ideas and marketing to your local. Also, include the people around you, even the local shops and stores to use it for your brand.
Your business should be relevant and grounded with the communities you are working with. It helps you in connecting with more people who can help you in increasing the leads.
Use The Benefits Of Shoppertainment
Plan short events, you can plan one major and three minor events in your market. The major event will help you in getting more traffic and welcoming people to your store.
Also, your major event can be anything, just make sure you are targeting the potential customers. It should include those people who not just participate but also buy more.
Your minor can be small demonstrations or classes. It can be anything that can draw the attention of customers to your store as well as your concept without too much time taking.
You can add more events if you are attracting more people and want continuous foot traffic. Events are helpful and entertaining for the buyers as well as the audience.
Sell A Story That Can Be Seen
Your product should be something that can sell a story. It also includes how you are presenting to your customer. In this, the window display is a helpful tool to use.
You can attract more people by creating windows in your store. It will work as an invitation for people who are passing by. And even create curiosity which will lead them to enter the store.
Ideas To Try For Your In-Store Marketing & Promotional Strategy
The competition is cut-throat in the market. There are tons of ideas and plans that follow. However, to thrive your business, you must know how and where to use in store marketing,
If you are confused or lacking the ideas, here are some of the best ones you can try
Get Reviews In Person
Customer reviews and feedback are the most important for the businessman. It can help you in understanding what you are lacking or what you can try to satisfy your customer.
Positive reviews help in building a trusting brand and it helps new customers to try your brand without any doubt,
According to an estimate, around 78% of customers believe their local business is trustworthy if they have more reviews and positive feedback.
Customer reviews are considered as top three influences when it comes to local search marketing. It helps in building your credibility but you can get more foot traffic too.
When it comes to encouraging your customers to leave a positive review, it’s not just challenging work but lots of people avoid it too.
The reason is not always the unsatisfactory services, but sometimes customers don’t have enough time or strength to do that.
If you get the reviews in person when they are in store, you can get faster work done. Also in return to appreciate their contribution, you can offer discounts too.
Use Freebies To Grow Your Email List
To grow your email list, if you are choosing online options such as post-purchase services, discounts, and contents.
But with in-store promotion, the same options can help in growing your email list too. The audience mostly feels comfortable in exchanging the information in return for something valuable.
One of the simple offers can be a discount on the next purchase but you can also choose other options. You can offer them personalized post services or add on seasonal products.
Use Strategies While Placing The Product
Unlike online shopping, most of the buyers don’t precisely plan about what to buy. the buyers can have little idea about what they are looking for.
The state of mind can be used, focus on how you are placing your products in your store, and use strategy to position your items. It can help in boosting up sales.
You can put high margin and best seller products in front so when visitors enter their attention got focused on those things first.
When you are placing the products, make sure you are following the basic principles
- Similar products should be in one group and put in the same section.
- To put high margin products at eye level, use more shelves.
- Give attention to your customer walk flow and place the best things at the same order
- Place the items with a lower margin and but low cost for your customer near the checkout.
Change The Look & Style
To promote your product, you can create seasonal items especially denoting the holidays, seasons, events, etc.
If you don’t want that, you can change the look of your product. The packaging of your product plays a vital role in attracting your audience.
You can change the packaging, use color psychology and choose the details according to what your audience would like to see. People associate the colors with events, for example, red, white, and green are for Christmas.
With small changes, you can offer your product in different packaging,
Use Exit – Intent Offers To TrIgger
Same as your website, your use of exit – intent pop up to give one more opportunity for buyers to choose the products or services from the site.
Not just you get successful re-engaging prospects but the information can be used for email marketing as well.
With in-store, you can do last time announcements, discount sign boards strategically in end or customer services rep too.
The more you are making the customer stay in your store, the higher chances of a boost in sales you are getting.
In-Store Contests For Engagement
Contests are the ideal and effective method for getting engagement and lead generation. It doesn’t matter if it’s online or offline. In both, the option can work if you are using it correctly.
You can run competitions in your stores and ask your customers to take part in the end gifts. It can be some special deals or prizes, especially for the winner.
Put the submission box along with staff to describe what the contest is for, To participate in the contest, your visitors can fill the forms or put their names in the submissions box.
Mistakes That You Must Avoid In Instore Marketing
Instore marketing has its benefits. If you run the champions effectively, you are not attracting people but turning into your special deals too.
Since more and more business owners are using this campaign, some mistakes are seen in most of the plans.
Make sure you are not doing so you can be assured that your plan will work.
Adding Too Many Messages And Areas To Focus
People are not interested in every tiny detail about how your product turned out. They are interested in what they are buying, Most of the instore marketing includes too much message.
In this case, you hardly get a minute or seconds to hold your audience’s attention. You might be over-communicating and this will end up wasting those important minutes too.
Since most of the time, this issue was found on consumer electronics but even in packaging, the messages can be too detailed.
The buyers are consumed with lots of information and most of the time they zone out. The instore screens can make your audience feel frustrated or worse, they will just ignore it.
Using Wrong Location And Medium For Communicating
The location and medium both decide how much effective your planning will turn out for you,
.Placing your items in the wrong directions where the buyers can’t see or put shelves which can be easily passed by are not just decreasing the sales but you are wasting your resources and time both.
Where you put your message is important. You must focus on using strategies to attract more attention to your audience where it is needed.
No Idea About The Targeted Audience
The marketing includes two important factors – your focus and target. In marketing your product, you must know the audience and how you can make them act.
Identifying your largest targets and source can help you in achieving the sales you are looking for. Also, learn about what attracts them and how you can use it for your benefit.
Trying Too Hard to Market Your Message
Shoppers don’t like it when they get pushed to use or even see something if they are not interested Same thing applies to the messages.
Communication should be easy and does not look too clever for them. It should be simple, easy to understand, and including enough to take action.
When it comes to options, the customers have tons of them. There are so many brands and companies fighting over their attention. It’s much easier for them to jump if they feel not satisfied.
Frequently Asked Questions ( FAQ) about instore Marketing for Small Business
Instore marketing focuses on the audience when they are in a physical store. It helps in attracting the attention of the buyers to your products and promote them to buy.It also makes the buyers engage with what you are offering which boosts the chance of getting leads.
It helps in promoting the products and encourages impulse buying which is beneficial for small businesses. It helps in making the advertising easier for the sellers too.