Retargeting sounds like it only applies to digital marketing. CPG brands can actually retarget customers offline, too. Though people have naturally gravitated to online shopping during this past year, many still miss the experience of shopping in stores for their favorite brands.
Don’t believe us?
Despite the pandemic, retail marketplace data continues to demonstrate that customers prefer in-store experiences vs. online shopping. In fact, according to a report on the state of customer behavior in 2021, 46% of customers said that they still prefer to shop in person with 33% of those same respondents stating that they like to engage with a product (e.g., smell, touch, and see) before purchasing it. But it gets even more promising, because the same report found that 90% of shoppers are more likely to return to a store if they have a positive experience.
So, what does all this mean for your in-store marketing strategy?
- Customers still enjoy shopping in stores
- Customers will return if they’ve had a positive experience in a physical location
- Customers prefer the in-person experience of in-store shopping vs. online.
Before we dive into a few in-store marketing solutions, let’s first do a quick recap on what retargeting is, in terms of physical brick-and-mortar locations.
What Is In-Store Retargeting?
Retargeting is a marketing tactic used to help engage customers who may have passed by your products or left a store without purchasing anything. Think of it like a second opportunity to get in front of a potential customer.
Next, let’s look at two scenarios of in-store retargeting in action:
You’re a brand that sells nutritious, low-carb energy bars for busy moms on the go. Your ideal customer is browsing the nutrition and supplements aisle for healthy snacks to pack for work or leave in the car while running errands.
She sees your product’s packaging, among other bars, but pays extra attention to your brand. Why? Let’s say you’ve invested in a POP® with price display and because your signage is eye-level and is positioned to stand out from the crowd. It helps draw her in for a closer look. She then picks up your product, reads the ingredients, and checks its nutritional information (i.e., engages with your product). But let’s say she decides to think about it and moves on with the rest of her shopping.
Next, imagine you have a secondary space on the other side of the store in the form of a free-standing display or sidecap. Using the same branded elements that were featured on your POP® with price signage to help spark recognition for your product, your secondary space creatively showcases your low-carb bars inside a flexible, attractive display that tells your brand story. This is her second interaction with your product, and because 71% of impulse purchases are made in stores, she decides to give it a try and picks up a few bars from your display and places them in her cart.
We did say retargeting your customers transcends beyond the digital eCommerce space, but you can still utilize digital advertising to enhance your retargeting efforts while shoppers are still in store! While browsing the aisle, potential shoppers can receive an online ad or promotion for your products, triggering an impulse buy. Afterall, who can resist a sale?
At Insignia, we have the tools and digital mobile solutions to showcase your brand’s story the way you want it to be seen. And because we utilize location-based technology, we can help you stay connected to shoppers on the go and finetune geo targeting efforts, so you send the right message to the right customers at the most opportune time.
How to Improve Your In-Store Marketing with Insignia
As shoppers’ behaviors continue to evolve, Insignia offers creative marketing solutions, backed by real data, to help you get noticed, improve shopper engagement, and retarget customers to complete final sales!
To show you what we mean, let’s set up a call to review your goals and current retargeting efforts. From there, we’ll help you plan, design, and install your in-store ad campaigns and set up other creative assets that drive your customers to act.
Ready to get started? Contact us today!