Retail store advertising: keys to effectiveness

Many retail stores focus their marketing efforts on attracting new customers. Meanwhile, according to the Chartered Institute of Marketing, the cost of increasing the number of customers is 4-10 times higher than the cost of retaining existing customers. Therefore, it is much more effective to encourage customers to buy more and more often. And to do this, you need to optimize in-store advertising.

The benefits of in-store advertising

According to a High Yield Insights survey of 3,000 shoppers, advertising has a significant impact on consumers. The following statistics need to be taken into account:

• 82% of purchasing decisions are made in store;
• 62% of shoppers make impulse purchases;
• 16% of these impulse purchases are driven by in-store advertising.

Why are promotions so effective and encourage people to buy something they weren’t originally planning on buying? Because in-store shoppers are wired to receive messages. And the essence of any good advertising is to convey the right message to the right audience at the right time. And this is exactly what happens with point-of-sale advertising.

In addition to influencing impulse purchases, in-store advertising can be aimed at:

• supporting cross-promotions;
• sales;
• promotion of loyalty programs;
• acquaintance with the assortment

Exciting offer

So, advertising in a store has many advantages. At the same time, it can be very diverse. You can experiment with different styles, the main thing is to understand the target audience and create messages that meet their needs.

• A great option is to create something like a quest or a journey through the store. Develop a series of banners or signs that direct customers to the next point.
• Thematic advertising is relevant in many cases. It may be timed to coincide with a particular season or holiday. You can also develop thematic promotions that will highlight certain departments of the store.
• Live product demonstrations. Do you know why Youtube is one of the most popular social channels on the planet? Because people love to watch and learn. If space allows, consider a live demo that allows customers to experience your products first-hand.
• Interactivity. Static advertising banners are losing popularity. If your budget allows, supplement them with digital signage and broadcast rich media commercials. The next step is to use interactive screens that will allow customers to choose and control what content they view.

Ideal place

When placing advertising in a store, you need to take care of maximum coverage. It is important to make sure that all visitors see and consider it:

• Place advertising banners on the walls and ceiling; advertising images with signs on the floor would also be useful.
• Shopping cart - occupies a central place in advertising activities. It is in front of the eyes of your customers for a considerable time, so use it as an effective advertising medium.
• Customers also spend quite a lot of time near the cash register and departments where there is a queue - think about original placement options in these places.
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• Beautifully designed display cases and separate advertising stands are another way to draw attention to specific product positions.

So, various advertising options in the store can play a significant role in increasing sales. A beautifully designed, simple and clear message delivered to a receptive audience at the right moment will be a great trigger for purchasing decisions.