Retail Store Advertising
As a retailer, you may be overlooking a powerful marketing strategy that is sitting right in front of you — in-store advertising. Usually, when retailers plan their marketing, they focus on traditional print ads, commercials, and digital platforms. They think about how they can use outside messaging to bring customers into a store.
Retail marketers need to see that marketing doesn’t exist solely outside of a retail store. Through in-store advertising, they can promote messages and unlock a lucrative new marketing channel.
Benefits of In-Store Advertising
The habits of in-store shoppers show the value in investing in in-store advertising. An in-store shopper engagement study that interviewed 3,000 mass merchant shoppers revealed that:
- 82% of purchasing decisions are made while in a store.
- 62% of shoppers make an impulse buy while shopping.
- 16% of unplanned purchases are driven by in-store promotions.
In-store shoppers are primed for receiving messages that direct their purchasing habits, and in-store advertising allows you to deliver the information those engaged, interested shoppers need.
In-store advertising:
- Leads purchasing decisions.
- Encourages impulse buys.
- Introduces new products.
- Promotes sales.
- Supports cross promotions.
- Creates up-sell opportunities.
- Informs customers.
- Reminds customers
So, what is the best way to bring these in-store promotions to life?
How To Highlight In-Store Promotions
There are multiple platforms and distribution channels for marketing inside of a retail store. Depending on the size, offerings, and industry of your retail store, you may choose to use a mix of the following promotion styles.
Store Layout: When setting up your showroom, use messaging to create focal points and take customers through a journey as they experience your store.
In-store Themes: Create a cohesive theme for seasons, holidays, or special promotions using advertising elements that tie the store together or highlight certain departments of the store.
Product Displays: Showcase products by building stand-out displays that highlight brands and items with feature signage and product demo videos.
Live Product Demonstrations: Add a live element to in-store promotions by hosting live demonstrations that allow customers to try or experience products.
Digital Signs: Instead of using static posters or signs, utilize engaging digital signage to share ads and messages through videos and multimedia.
Digital Menu Boards: Use easy-to-update menu boards to drive upsells and introduce your customers to a wider variety of products.
Interactive Screens: Take signage up another notch and feature interactive digital signs that allow shoppers to select and control the content they see on the screen.
Shopping Carts: Prime marketing real estate exists right in front of shoppers on the carts they use throughout the store. Utilize that space to share messages with customers.
Overhead Messaging: Speak directly to in-store shoppers by using overhead messaging as a way to relay information about sales, promotions, specific store departments, and special events.
In-store Beacons: Put technology to work using beacons that connect with in-store shoppers through their smartphones and send notifications and coupons to store visitors based on their location.
In-Store Advertising Key Points
In-store advertising doesn’t always follow the same formula as traditional or out-of-store marketing. When creating content for in-store advertising, keep the following concepts in mind.
Placement: Find the right location.
Where you place in-store advertising is just as important as what you say in in-store advertising. Make sure your displays and signage fit into the showroom layout. Position content so that messages are in the places where shoppers spend the most time in your store, and place it the right distance from shopper’s eyes so they can view it properly.
Brevity: Say it quickly.
You don’t have a lot of time to catch and hold the attention of in-store shoppers. Most shoppers won’t stop to watch a lengthy video or read a detailed message. Keep it short and brief. Use bullet points and headlines that get to the point and quickly relay the vital information shoppers need.
Relevance: Give consumers what they want.
As with any marketing, it’s important to fully understand your target audience. Define your target audience and deeply assess who they are and what they need and what. Once you have a full understanding of your audience, you can create messaging that accurately touches on their true pain points and desires.
Quality: Add a professional polish.
In-store advertising content should be created with the same level of professionalism and care that out-of-store marketing receives. Put resources into creating in-store content, and use high-quality screens and signs to ensure that your messages look polished and professional.
Timelessness: Don’t be out-of-date.
A retail store can quickly lose credibility and consumer trust by featuring out-of-date or irrelevant in-store promotions. When you choose to use in-store advertising, you cannot set it and forget it. You need to set up a marketing content schedule that reminds your team to change out-of-date promos and advertisements.
Help Your Retail Store Find In-Store Advertising Success
The presentation of your retail store is a reflection of your brand and business. It is a form of marketing that shows your customers who you are and what you sell.
The way you present your store can shape shopper habits and increase sales. It can act as the trigger that leads in-store customers to make a purchase or make a larger purchase.
So, your in-store presentation can’t be an afterthought.
You must put the right resources, time, thought, and energy into how your physical storefront looks if you want to capitalize effectively on in-store marketing.
Retail Store Advertising Agency in Chennai
About Chennai
Chennai, was popularly known as Madras till 1996, is the 4th (largest) metropolitan city of India. It’s located on the Coromandel Coast and serves as the capital of Tamil Nadu state. Chennai was named from Chennaipatanam which got its name from the ruler of this region Dhamara Chennapa Nayukudu. Chennai is known as the gateway of the south. The rapid growth in economy and industrial activities has led to the migration of loads of people from different parts of Tamil Nadu and India.
Demographics:
The provisional population census of 2011 count says that the population of Chennai is 8,696,010 with a density of 204 per hectare. It experiences a rapid rise in population due to the natural increase and also the higher rate of in-migration. The population growth rate is 7.77 % in the year in the last decade.
Connectivity:
Chennai is connected by golden quadrilateral system of highways. Its connected to the other parts of India by NH-4 linking Mumbai, Pune and Bangalore in the west, NH-5 joining Buwaneshwar in the east, NH-45 also known as the GST road connecting Trichy and NH- 205 terminating at Mandapalle in Andhra Pradesh. It has two main railway terminals Chennai Central and Chennai Egmore. Further it’s connected by LRT from different parts of the city. The new metro project CMRL is also being constructed with two corridors linking the city’s different parts. The city is connected by two ports, Chennai port and Ennore port. The Chennai port is the second busiest container hub in India. The Chennai international airport located at Meenampakkam on GST Road.
Administration:
Chennai’s city administration is governed by Chennai Corporation that was established in the year 1688. The region of Chennai is divided into north, south and central Chennai with its jurisdiction extending to 426 sq. km. CMDA, Chennai metropolitan development authority has jurisdiction spread over 1,192 sq.km which includes the peripheral areas of Chennai like OMR, GST roads.
Economy:
Chennais economy is well balanced between manufacturing and service sector diversified into automobile, software, healthcare, hardware manufacturing and financial service industries. It is expected to grow to 100 million dollars economy by 2025. This is 2.5 times higher than the existing. Chennais Tidel Park is the largest IT park built in Asia. Number of software companies have their offsets here with some having Chennai as their main base like Infosys. BMW and Ford also have their offices in Maraimalai Nagar which is a satellite town in suburbs of Chennai.
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About Chennai
Retail Store Advertising Agency in Chennai
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