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In today’s fast-paced retail world, efficiency and accuracy are vital. Point-of-sale (POS) systems are important…
Read More >>Picture this: You’re walking into your go-to convenience store like you do every morning. You’re in a rush (don’t we all know that feeling?). You already know what you want to grab your favorite sandwich and coffee. You head straight to the aisle, avoiding distractions, and pick up the items.
But what if there was something more that caught your attention – a vibrant display or an enticing product demo? This is the magic of in-store advertising.
Low average order values are a common problem for convenience stores. Customers often stick to their regular purchases and miss out on exploring new products. This results in missed opportunities for increased sales.
The solution? In-store advertising.
In this guide, we will check out the world that is in-store advertising, its benefits, and how it can help your business grab customers’ attention right at the point of purchase.
Before we begin, let’s lay out what it is exactly.
In-store advertising is a strategy used to promote products within a physical store to engage customers and influence their buying choices. It includes methods like digital signs, posters, and product demonstrations to enhance the shopping experience.
The effectiveness of in-store advertising lies in its ability to reach customers at the moment they are making purchasing decisions. It captures their attention when they are already in a buying mindset, increasing the likelihood of impulse buys and larger order values.
In-store advertising offers several benefits, including:
Consider the classic “Attention shoppers!” announcements in your local grocery store promoting their finest meats or laundry detergent deals, or the product demos of new gadgets and taste tests of delicious dip you’ve seen at Costco. These are powerful examples of in-store advertising in action.
Imagine a convenience store using digital signage to promote limited-time offers or seasonal products. The dynamic content draws customers’ eyes and influences their shopping choices.
While these terms are often used interchangeably, they are different concepts.
Focuses on promotional activities aimed at raising product awareness and grabbing customer attention. It includes various tactics like digital signage, point-of-purchase displays, and audio announcements.
A broader strategy that encompasses in-store advertising along with store layout, product placement, and overall shopping experience. It aims to create a cohesive environment that enhances customer satisfaction and drives sales.
There are several types of in-store advertisements that businesses can use to capture customer attention and boost sales:
Screens displaying ads, promotions, or product information. Digital signage is highly versatile and can be easily updated to reflect current offers.
Short video clips promoting products or deals. These videos can be shown on digital screens placed strategically around the store.
Includes posters, banners, and shelf talkers that highlight specific products or promotions. These are cost-effective and can be placed in high-traffic areas.
End caps, floor displays, and dump bins that showcase products near the checkout area. These displays are designed to encourage last-minute purchases.
Broadcasts made over the store’s PA system to inform customers about special offers or events. An example would be a grocery store advertising a special on brisket every Wednesday or a local chef demonstrating how to whip up a quick weekday dinner.
Touchscreen kiosks that provide product information, promotions, and even allow customers to place orders directly.
Live demos that allow customers to experience a product firsthand. These are particularly effective for food items and electronics.
Ads placed on shopping carts that promote products throughout the shopping experience.
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In-store advertising usually has more perks than downsides, and here’s why:
To mitigate these drawbacks, focus on strategic ad placement and use a mix of advertising methods to avoid overwhelming customers. Budget wisely to maximize the impact of your ads without overspending.
The cost of in-store advertising varies widely depending on your budget. It can range from basic flyers and hand-drawn chalk signs to immersive digital experiences.
Digital signage involves several tools, including screens, media players, and content management software. While the initial investment may be higher, the ability to update content in real-time offers long-term savings and increased engagement.
To give you a hand, be sure to check out our buyer’s guide to find the best digital signage systems for your needs.
Printed signage, POS marketing, and displays also come with varying costs. Factors such as materials, placement, and technology can influence overall expenses.
Explore cost-effective options such as:
Customizing your approach based on store type and target audience is key for creating a personalized shopping experience. Knowing your customers’ unique needs and preferences can greatly improve their engagement and satisfaction.
Here are a few practical ideas you can try out:
1. Seasonal Promotions: Highlight holiday-themed products and offers to attract customers during peak shopping seasons. This can include eye-catching visuals and special discounts that resonate with the festive spirit, encouraging impulse buys.
2. Product Bundling: Create bundles of complementary products to offer customers a complete solution. For example, pair a beach towel with accessories like sunglasses and sunscreen, presenting it as a great deal that saves money and enhances the customer experience.
3. Influencer Partnerships: Feature local influencers endorsing products through engaging videos and testimonials. This not only builds trust with potential buyers but also taps into the influencers’ followers, expanding your reach and credibility. Over 60% of consumers rely on recommendations from influencers when making purchasing decisions.
4. Interactive Displays: Use touchscreens to engage customers with immersive experiences. Allow them to explore product features, watch tutorials, or even customize their orders, making their shopping journey more enjoyable and informative. Take Walmart’s kiosk, for example. You get the chance to get free items like vitamin gummies and granola bars after watching a quick video.
5. Loyalty Program Ads: Promote your store’s loyalty program prominently to encourage repeat visits. Highlight the benefits of signing up, such as exclusive discounts, early access to sales, or points on purchases, to foster customer retention.
6. Demo Stations: Set up areas where customers can try products firsthand. This is especially effective for tech gadgets, beauty products, or food items, allowing customers to experience the product’s value before making a purchase.
7. Flash Sales: Announce time-limited discounts to create urgency and drive immediate sales. Take advantage of bold graphics and countdown timers on digital displays to capture attention and prompt quick decision-making.
8. New Product Launches: Use end caps and digital screens to showcase new arrivals. Create excitement around new products with engaging visuals and information on their features and benefits to attract curious customers.
9. Customer Testimonials: Displaying positive customer reviews can help build trust and credibility. Highlighting real customer experiences can sway potential buyers and motivate them to make a purchase. BrightLocal found that consumers tend to spend 31% more on products and services from businesses with excellent reviews.
10. Event Announcements: Promote upcoming in-store events through dynamic displays. Whether it’s a product launch, workshop, or seasonal celebration, make sure customers know when and why they should visit your store.
11. Cross-Promotions: Partner with nearby businesses for mutual promotions. This not only helps attract each other’s customers but also creates a sense of community, enhancing brand visibility and customer loyalty. It’s been found that businesses involved in cross-promotional activities see an average 23% boost in customer acquisition. For example, a yoga studio could team up with a local meditation instructor and create a monthly class that integrates both yoga and meditation.
12. Charity Campaigns: Shine some light on your store’s community involvement through charity campaigns. Show customers that your business cares by promoting events or initiatives that give back to the local community, fostering a positive brand image.
13. Themed Days: Create special themes for certain days of the week, like “Wellness Wednesdays” or “Flashback Fridays.” These themes can drive specific promotions or events, making shopping more fun and engaging for customers. A fantastic example is a bakery bringing back classic dessert recipes from the 1970s, adding a vintage touch to someone’s Friday.
14. Limited Editions: Promote exclusive product variations that are available for a short time. Create a sense of rarity and urgency around these items to entice customers to act quickly before they miss out. In fact, 60% of consumers make purchases because they fear missing out (FOMO) on available products. An example would be a record store promoting a limited-edition 45 put out by a musician.
15. Educational Content: Use digital screens to share informative content about your products. This can include how-to guides, tips for maximizing product use, or the benefits of choosing certain items, helping customers make informed decisions. A great instance would be a hair salon showcasing a new line of products that the stylists can demonstrate on a client. Research by Conductor shows that consumers are more likely to make a purchase from a brand right after engaging with early-stage, educational content.
Explore the various ways our advanced POS system can enhance in-store advertising and promotions, helping you connect with customers more effectively:
In-store advertising is an important factor that can significantly affect purchasing decisions. It is most effective when combined with a larger in-store marketing campaign.
Consider a convenience store adopting a lively “Summer Chill Vibes” theme to create a welcoming atmosphere for customers during the warmer months:
By using these elements, the convenience store can effectively capture the essence of summer and create a memorable shopping experience for its customers.
This creates a cohesive summer experience that entices customers. The cheerful atmosphere encourages browsing, while targeted advertising highlights the deal. The convenience of the bundled items with the branded ice chest adds value and motivates impulse purchases.
Try Digital Signage. Ready to revolutionize your in-store advertising? Request a demo of our digital signage software to see how it can transform your store.
Digital signage can showcase various types of content, each offering unique benefits.
Here are some of the most effective types:
Through various techniques such as product displays, promotions, and signage, in-store marketing can capture the attention of customers and guide them towards making purchases.
By using targeted messaging and visuals, it can also create a sense of connection between the brand and the customer, leading to increased brand loyalty. In-store marketing can also provide valuable information about products or services to customers, helping them make informed decisions.
There are quite a few different ways to use in-store marketing to encourage social sharing, including the following:
The frequency of updating product displays on digital signage will depend on a variety of factors, such as the type of business, target audience, and the specific goals for using digital signage. However, it is generally recommended to update product displays at least once a week to keep customers engaged and interested.
For businesses with rapidly changing products or services, it may be necessary to update displays more frequently to ensure that the information displayed is accurate and up to date. However, for businesses with slower-moving products or services, updating displays monthly may be enough.
In-store marketing can be a powerful tool for building community and fostering customer loyalty. Here are some effective strategies:
Learn more about this topic. See these related posts on the FTx POS blog.
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