In-store advertising is essential for brick and mortar stores because it is the best way to attract and to engage with shoppers. This is why it is crucial for retailers to understand how to include technology in their in-store advertising efforts.
To begin, it seems important to cite some concepts around our topic, to give a definition of in-store advertising and some examples of how brands advertise and what strategies they use in the retail last mile advertising channel.
Advertising, as Otto Kleppner describes it in his book, is “non-personal communication structured and composed of information, usually paid and of a persuasive nature about products (goods, services, ideas) by sponsors identified through various means”.
On the other hand, the store or supermarket is understood as the physical retail establishment where brands offer their products and services to a wide segment of shoppers.
Thus, we can say that in-store advertising is all that communication that seeks to reach the shopper to influence the purchase of their products and services within the physical space of retail stores.
The goals that brands pursue when advertising within retailers remain the same as elsewhere: to inform, persuade, and remind shoppers of what they offer. However, one thing makes this advertising much more attractive: this type of direct advertising is present at the time of decision-making (purchasing) and has a different scope of impact, which makes it key to close the cycle of persuasion to your customer segment.
With this in mind, following are the ways for stores and brands to include technology in their in-store advertising strategy, and, through these, improve the performance of each of their products:
Digital POP materials: These are digital elements placed near products on the shelf or on the edge of the shelf. One of the best examples of digital POP materials is the digital shelf strip. This in-store marketing tool helps make your products attract customers. There are authorized agencies in each chain that you can call directly or you can also ask the chain’s marketing department for the packages they offer. Also, Digital POP displays are great in-store advertising tools that attract customers.
Robotic POS displays: A robotic display will surely engage with your customers on a different level. While a digital display captures their attention, a robotic display will start talking to them or, even better, will allow the products to speak for themselves. Tokinomo, for instance, is a robotic POP display that combines sound, light, and motion technology to promote products on the shelf.
Interactive windows: These interactive windows can be used to attract customers inside the store. One good example is the interactive windows used by Ted Baker in London, on Regent’s street. People placed their hands on the window for a chance to win 1000 pounds. Best thing about it? Word of mouth marketing. Since people loved the idea, they also shared it on social media.
Virtual reality: Virtual reality can be integrated into your in-store advertising strategy easily. You can use it to show people how to use your products (demos) or to send them into a magical world right inside your store.
Web pages and applications: Today self-services have been modernized and they offer options to appear on their Internet pages and applications through their marketing departments; useful for content that you can link to your website. Thus, the customers of the chain interact with your brand. Currently supermarkets are investing in the development of their online sales, so appearing in these spaces can be beneficial.
Augmented reality: Customers don’t want to try out clothes? Use augmented reality mirrors that can show them exactly what the outfit will look like on them. Easy, faster, and more efficient for the retailer and the customer. You won’t have to fold the clothes 10 times per hour, and the customer won’t have to spend a lot of time waiting for a changing room to be available.
Audio technology: Retail chains also have the option of having advertising through audio. The inherent advantage is that no matter where you are in the store, you hear the message.
Though the use of each in-store advertising medium depends on the shopper marketing or branding objectives of the company, it is always advisable to combine them to guarantee the expected impact and a better use of the budget.
To conclude, the use of in-store advertising is to inform, persuade or carry out brand recognition in the place where the purchase decision is made. The type of campaign depends on the profile of the chain and the objectives you can achieve with these ways.
