When it comes to marketing and techniques to draw in customers, most of the current conversation is focused on out-of-store tools such as apps and social media.
While these are great tactics to get customers inside your store, you still have to focus on what happens when the customer walks through the door. That’s where tried-and-true instore or POS marketing comes into play.
Of course, the most important factor of any marketing method is consistency – making sure the messaging and branding are consistent, seamless and create no disconnect in the mind of the consumer. Today, however, it’s not enough to just have consistent messaging and branding.
Influencing in-store customer behavior demands more creativity than ever. In today’s competitive marketplace of sensory overload, your in-store marketing approach should focus on creating an experience that turns your store into a destination for customers. Be bold.
Earlier this year, for example, we developed a wine-focused marketing promotion that proved once again the impact of traditional in-store marketing is real and measurable.
Working closely with our client, we developed an in-store campaign for the new year designed to turn an LTO discount on cases of wine into an urgent call for customers to replenish their wine stock, since the holidays have a way of depleting personal supplies to dangerously low levels.
A full, in-store marketing campaign kit was developed to elevate the presence of the offer throughout the store, featuring a full range of creative including bottle neckers, case cards, circle shaped danglers, wobblers and case danglers. The results of the program were stunning – the client sold more than 1,500 cases of wine in four weeks, which was 369% of the forecast and well beyond even the most optimistic expectations.
To elevate the prominence of the offer, we dressed multiple areas of the store with promotional materials, making it impossible for the consumer to miss the offer.
Advances in Printing
This is not to say that technology is not having an impact on traditional in-store marketing. One of the most exciting developments for in-store marketers is spot High Definition (HD) printing. A growing number of retailers are discovering the power of this technique to drive purchases of premium and/or ancillary items, and we are one of the few in-store marketing companies that offer this technology.
To measure the impact of spot HD printing on consumer behavior, we commissioned a study with Bentley University’s Center for Marketing Technology. Participants were shown visuals using traditional HD and conventional print techniques, and another using the new Spot High Definition technology. The study produced four key findings:
- Focus Speed: On average, spot HD printing attracted eyes to the target focal area 8.2% faster than conventional printing methods.
- Focus Duration: On average, eyes remained focused on the area using spot HD printing 15.3% longer.
- Upsell Purchase Intent: Purchase intent for a higher-priced or premium version of an item highlighted by spot HD printing increased 28.7% over traditional HD and 59.7% over conventional printing.
- Ancillary Item Purchase Intent: On average, consumers were 8% more likely to purchase an ancillary item that was merchandised with a primary item when the ancillary item was printed in spot HD vs. conventional techniques.
Taken together, the results dramatically reinforce the impact this printing technique can deliver when used by retailers to impact the speed at which materials are noticed, as well as the length of time that a customer stays focused on them. This translates into favorable purchase intent and, when used to promote premium or add-on items, can build basket size and generate impulse purchases.
Steve Thomas is Chief Marketing Officer for Windsor Marketing Group (WMG), a leading producer of in-store marketing solutions for many of the world’s premier retailers, serving more than 3,000 clients from some of the most respected retail chains in the U.S.