Once a customer passes into your store, it’s your opportunity to get your message across within a limited timeframe. Here’s how! Shopper marketing: it’s a term that is used heavily but do people and store owners actually understand the complexities of it and what it means for their business and its longevity? A study done by the Grocery Manufacturers Association in the USA indicated that companies with developed Shopper Marketing plans are growing 50% faster than the categories they participate in.
Shopper Marketing can be defined as follows:Shopper marketing focuses on the customer in and at the point of purchase. It is an integrated and strategic approach to a customer’s in-store experience which is seen as a driver of both sales and brand equity.
In Store Marketing is Very SophisticatedThe origin of in store or shopper marketing is widely believed to be from back in the late 90s. Back then, P&G and Wal-Mart worked together to cluster their baby products into one shopper aisle. Strategically, they balanced out low margin ‘necessary’ purchases like nappies with profitable products such as baby clothes. Developing a successful and integrated shopper marketing strategy takes a lot of time, thought and effort within an organization and it needs commitment from the top down in order for it to become powerful. If its importance is fully understood by management, the possibilities are endless in terms of influencing the customer.
Some interesting statistics about in store marketing:
- 70% of shoppers now use a mobile device while shopping in a store which suggests it's essential to close the shopping loop between mobile, web and bricks & mortar.
- Almost 50% of shoppers searched in-store using their smart phone
- 25% performed comparison shopping on their phone while assessing a purchase.
- Brick-and-mortar stores are under pressure from such comparison shopping and “showrooming” [e.g. BestBuy Canada has attributed store closures to this].
- Almost 20% said they changed their mind about a purchase after being influenced by in-store media.
- As comfort with mobile payments increases - the integration of mobile devices for shopping increases in importance (200 million customers have credit card numbers on file with iTunes).
- Retail executives believe 56% of all transactions completed in a store will be via mobile POS, self checkout terminal or shopper's mobile device in next 5 years.
Shopper Marketing ToolsShopper marketing can be enhanced in different ways. This can be from store layout, to navigation, and ambiance. >The Power of Instore Music Music impacts sales and word of mouth:
- 90% of customers are more likely to recommend a store that plays music (because 74% of customers agree music makes them happier).
- 67% of social media users discuss music (and movies) ahead of any other topic which shows how musical influence can come into everyday conversation amongst potential shoppers.
- It can be easily and quickly updated instore.
- No costly ongoing printing expenses.
- It can be interactive through smart phone integration, touchscreens etc.
- Captures the attention of the shopper while instore.
- Promote a discount code that can only be used when the shopper buys instore. Customers love discounts and so they won’t question this restriction.
- Use your social media accounts to tell people about any upcoming instore events. Think about having a ‘customer evening’ and invite your social media followers using an ‘invite only’ type of theme.
- Use things like Facebook live to show off new stock that has just arrived. Encourage customers to come instore to see it for themselves but by using things like social media, you are creating some buzz around it. If you have budget, consider adding some dollars to promote the post to increase the virality. With Facebook, a small budget can go a long way but no budget means you’re up against the tough organic Facebook algorithm which is quite restrictive in terms of gaining visibility.