Considering digital advertising is still a relatively new medium for many retailers, it is no wonder people have been buzzing about it. Digital ads are set to outpace television advertisements by next year. But, with all that buzz comes distraction, making it easy to neglect the basics. While creating a true OmniChannel marketing program, remember that the in-store retail shopping experience is still critical.
The Retail Shopping Experience – In Store Needs the Most Improvement
A study conducted by Accenture revealed the number one area of the retail shopping experience that needs improvement to be the in-store experience. It is as important as ever to be connected in this digital age – but without a strong foundation to build upon, your digital efforts will not help you “reach the stars”.
Audit your marketing mix and ensure you are putting the right amount of time and money into your in-store experience – this is where you deliver on the promise other marketing messages make to consumers.
Back to the Basics
In-store marketing; the art of improving the shopper experience and raising average checkout values for retailers is a field that is still as dynamic and exciting as the world’s first “up-sell”. While digital may seem more glamorous right now, and accordingly easier for agencies to pitch to retailers, in-store marketing has to work hand in hand with digital to complete a comprehensive and branded OmniChannel marketing program.
Build Your Foundation
For forty years we have been setting the standard for in-store marketing. In our test labs, we find solutions for specific client needs. We walk retail stores and observe consumers, collect ideas, and talk with managers. We invest in printing technologies that are guaranteed to grab your customer’s attention while producing no non-recyclable waste. We study the Path of Purchase®, consumer psychology, and invest in marketing research to further our ability to raise our clients’ bottom lines.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!