Understanding In-Store Advertising and why Retailers Should Capitalize on it

In-store advertising may sound complex but not no matter the size of your business or your commercial space, it can be applied as long as you can effectively and actively market products and services through point-of-purchase at times when customers are highly engaged and interested. In-store marketing can be done not only using static signs or cardboard end-cap promotions but also using media channels such as video displays and other digital tools.

Important Points of In-store Advertising

In-store advertising can be a lot of different from traditional marketing. Keep in mind that there are factors that must be acknowledged when making In-store advertising materials. While doing the said materials, the following elements must be put into consideration:

• Quality: In-store advertising content should look polished and professional. This can be done using high-quality materials that will give the message the right touch of professionalism and creativity.

• Timelessness: Irrelevant and out-of-date in-store promotions are a major turn-off. So, you have to set up a marketing content schedule that reminds your team to always update promos and advertisements.

• Positioning: Position your displays and signage wisely into your showroom layout. Make sure your messages are visible from places where customers spend the most time in your store, and place it the right distance from shopper’s view.

• Brevity: Make your message direct to the point and keep it short and simple. Use bullet points and headlines to show only the vital information that your shoppers need.

• Relevance: Send appropriate messages through mediums that will fit the identity of your target market. Make sure that it covers what matters to your audience; their needs and wants.

Benefits of In-Store Advertising

For you to better understand the importance of In-store advertising, here are the various benefits that it offers:

• Gives customers adequate information that helps them with their decisions when purchasing.

• It promotes cross-sells, up-sells, and purchase of related products by motivating impulse buying.

• Effectively markets new products by giving explanation about their features and benefits.

• Triggers your customers’ recall of promotions they initially saw online before coming to your store.

• Help gather their contact information so you can easily advertise your next promos and upcoming products.

Aside from direct sales, In-store Advertising is also useful in other aspects of your business such as information dissemination, brand recall, and increasing your audience by widening your reach. So, it’s really something that is worthy to focus on. Especially due to the evolution of modern technology which is making it easier and cheaper to apply this strategy in your business.

However, it is still important to always take note that balance is everything; You should work on both in-store and out-store advertising with great effort because collectively, they will contribute in giving your sales a boost.

Hopefully, after using this for some time, you will be able to develop a better strategy that suits your business more perfectly and cater your growing need to retain current customers while continuously attracting new audience.

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Essential Store Layout Tips to Welcome More Revenue

The quality of products and services is not the only factor that influences the revenue of a business. The strategy of the store manager in designing the store also plays an important role in bringing in customers who will be encouraged to buy. Everything they see as soon as they step inside can affect their buying decisions. So, check out these simple tips on how to motivate store traffic and increase purchase through store layout and display.

• A well-planned aisle design is not only about shelf arrangement and product categorization. It is also making your store accessible by making sure directions are clear so customers can find what they are looking for without being lost. You can use arrows, signages as well as any other creating strategies to guide your buyers inside the store.

• Attractive window displays are also essential in attracting potential customers as they walk along the streets before bumping into your shop. Window displays must effectively engage and motivate customers to enter and make their purchase. They should be unique so you can be easily distinguished helping you standout against your competitors.

• Service counters and store staff must be placed depending on the retail environment. It’s either your customers will have to inquire first to access the products and services or interact and look for the things they want to buy and just head towards the counter or staff to pay.

• Not everyone knows this but lighting has a potential to significantly affect sales. Good lighting can increase foot traffic, create visual interest and direct people deeper into your store. It can also be used to highlight particular products you want to promote. With the right store lighting, you create a comfortable environment which helps customers to look into the merchandise with ease.

• A clear product categorization will allow your customers to easily navigate through your ship helping them decide quicker. It plays a big part in influencing the direction of foot traffic on entry. It is also valuable to learn how to use visual cues to help customers who are looking for specific products decide how they will navigate your store.

• Your products position must also be optimized to directly drive your sales. Identify in-demand items and place them in low traffic areas preferably on eye level so they can be easily seen and accessed. Other items must be placed closely. It is also wise to place complementary items next to each other. Meanwhile, items that constantly need restocking can be placed near storerooms or cash registers. You can also put items that you want to promote near these areas for possible up-sales from customers who are waiting on the line.

Making the most out of your store’s spaces is what can greatly boost your sales. This doesn’t necessarily require expensive renovations but instead only well-thought plans along with some trial and error once in a while. It will also help a lot if you give your customers some fresh view regularly to motivate them from coming again.

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Point-of-Purchase (POP) Displays as Key to Giving Consumers a Unique Retail Experience

The expectation of consumers on different brands are now higher than ever. This puts the competition on the retail industry on a different level as shoppers seek more exciting engagements and innovative interactions which gives them a unique costumer experience.

However, some brands still stick with traditional point-of-purchase (POP) displays in their stores despite the new strategies available for their brick-and-mortar shops. But this only makes it hard for them to create compelling in-store experiences.

What most of them don’t realize is that there’s a great need to reimagine their POP marketing strategies and focus on building a connection that inspires customers and has a positive impact in their lives.

One important goal that retailers must focus on today is creating a new consumer environment that targets how they prefer to interact with the brand’s products. They must also acknowledge the fact that many shoppers are doing their initial research on products before going to physical stores. So, it is important that they are guided inside the shop when they arrive so they can easily find the items they are looking for.

Though in-store signage remains effective in relaying information, brands must still level up their game to better communicate because the only way to create an incredible in-store experience is not only to plainly sell their brand or their products but to make sure it influences their customer’s lifestyle. There must be storytelling as well to make their customers feel something new and refreshing.

Making Effective POP Displays that Creates Good in-store Experiences

Here are the things that brands must know in order to have better customer communications and ensure relevant, inspiring, and unique in-store experiences:

Analyze existing signage and communication tools and how they can be developed – Assessing these is important to determine their effectivity as well as to to identify how they can be better and more effective. You also have to make sure they remain relevant and interesting to consumers.  

Be wise on how you spend your resources – Focus from minimizing expenditure to optimizing it. Target key markets, invest on them and let your customers spread the good news about you among their peers. Let them serve as your PR team. But in order to do this, you have to make sure that they have positive impression on your brand and that they genuinely feel good about it.

Pay Attention to what your customers think and attend to their needs – Look into how you can amplify the in-store communication moments that inspires customers and positively impacts their lives, instead of just repeating product specifications that are readily accessible to customers from their mobile devices. Through feedback or reviews, you can have a hint on what they and their peers think or feel, and you can use that to attend to their general demands.

Giving consumers a thoughtful, informative and impactful experience is the ideal purpose of POP displays, achieving this will inspire brand loyalty and customer retention. Remember that in a retail business, you must always start on providing an incredible experience and revenue will follow.

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This Year’s Trends on Retail and POP Display Industry

The past years has put up a lot of challenges on the retail industry which were able to topple down several major brands. But it failed to make the industry hopeless even for a bit because many businesses were still able to survive and were now stronger than ever after implementing effective and modernized strategies primarily involving point-of-purchase displays.

This year, everybody will be left a step behind because changes on trends will be once again unpredictable. However, using the lessons of the past and the technology we have in the future, we will discuss what might be the reality for retail businesses this 2020 with high hopes that it will be helpful in coming up with forecasts that will give brands a fruitful year.

Interactive Kiosks as a turning point in Customer Service

Due to the weakening labor force from the past years, retailers started to appreciate and understand the benefits of self-service kiosks such as its cost-effectiveness, self-sufficiency, and reliability in providing fast service especially on product information. Thus, it is seen as effective when integrated on hospitality and quick service restaurant businesses. Through it, a company’s manpower can now be focused on other important tasks such as cleaning the surroundings or shortening the waiting periods.

Turning the Spotlight from E-Commerce to Brick-and-Mortar Stores

More and more online retailers are now transferring to brick-and-mortar stores or looking for partnerships with traditional retailers and experts are seeing that this behavior will continue as it provides a strong positive outcome for businesses.

As it turns out, the convenience that online shopping gives to consumers is becoming less important because they still want to see products physically before handing down their money. Now, manufacturers and retailers are teaming up to allow customers not only to see but to experience their products and services if possible, just like the old times. Upon doing that, a rapid growth in sales has been observed compared to selling online. This supports our point-of-purchase displays and kiosks idea as customers that will visit physical stores will now seek to have a taste of innovation. It is also vital to be consistently interesting and educational for consumers when merchandising products.

Reaching the Other Half of the Crowd

The previous point makes lot of sense and is backed up by facts. However, it doesn’t apply to all types of businesses. At some in time and for some business, e-commerce would still take over. So those companies should be aware of the changing landscape and device a plan not only on how they will survive but also about how they will prosper.

This is particular to malls which must now focus not on bringing the people on stores but otherwise. This has given birth to new retail centers which aims to provide people with everything, from food, entertainment, and health services to clothing and accessories.  Through fresh experiences, business can now motivate customers to be loyal and interested to specific brands.

As you can see, there will be a lot of things happening this 2020. But our primary goal to achieve success remains the same; to always provide the best customer experience for those purchasing our products and services.

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