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Combine Online Marketing with in-store Marketing

With all the hype around digital marketing and online retailing, you would be forgiven for thinking that you should be plunging all your Resource and budget into a solely online presence. A recent survey from Verdict Retail revealed that almost 90% of the retail transaction still Touch a physical store at some point. After all, as much as we, as shoppers, desire convenience we also require a tangible brand experience with personality and engagement which is often where online retailers fall short.

Successful retailers have realized that online and offline aren’t two entirely separate entities with two different revenue streams if Integrated effectively they can work hand in hand together. Here are some actionable steps you can take to ensure your in-store campaigns are working alongside your online efforts and vice versa.

  • Reviews

Online retailers often proudly display both product and service reviews online through star rating systems, yet such feedback is rarely visible in-store. This often results in shoppers reaching for their smartphones and carrying out their research. From this point on they are distracted, they may find a lower price online or stumble on one off-putting negative review.

 

So, how do you combat this? Display positive reviews in-store, try to sum up your studies in one or two lines, for example ‘Over 80% customers had increased energy” or “90% of customers gave this product as 5 out of 5 stars.” Such statements can be incorporated into the header of an FSDU, Dump Bin or the copy of any promotional literature.

  • Promotional Discounts

When shopping online, we have the option of signing up for retailers marketing communications, in return for our email address and contact details we are often offered a promotional discount. Similar benefits are rarely advertised in-store. We can also find an array of promotional codes on affiliate websites such as Voucher Code and Voucher Cloud. If such promotions were advertised in-store it could result in a significant increase in average basket value and act as a great spending incentive during quieter periods.

 

Try displaying some temporary point of sale posters that highlight such offers, and these can then be removed as and when required. Alternatively, have your sales staff inform all customers of any potential promotions other than those already displayed in-store.

  • Use Calls to Action in-store

By inserting calls to action into your printed messaging your point of sale moves from an awareness tool to a piece of conversion copy that encourages your customers to take action. For example, you could incorporate something along the lines of the following into your FSDU, Counter Top Unit or Poster copy, “please see a member of staff for more information” or “follow us on Twitter to keep up-to-date with our latest news.”

 

  • The measure, Compare and Test

 

Are your online best-sellers the same as your in-store best-sellers?  If you’ve implemented a large in-store campaign supported by point of sale materials how has this fair to the online version of the campaign?  These are all questions you should be answering to get a better understanding of your customers and their spending habits.

 

More often than not retailers will analyze the results of pay-per-click, re-marketing and email campaigns and record ROI but in-store campaigns often don’t get the same level of analysis. Store managers need to be reviewing the effects of their point of sale displays and visual merchandising.  Try experimenting with fixtures and fittings, place items on permanent shelving units one week and then on an FSDU in a more prominent location the following week.

How to get a better POS Display

 

When venturing

into major shopping malls and outlets, the chances are that you’ll be confronted with a bewildering array of POS (Point Of Sale) display stands that have been designed with only one goal in mind: to grab and hold the attention of customers who are moving around the retail outlet on a shopping trip.

 

Despite the rapid

encroachment of digital gadgets and technology into the retail industry, printed POS display stands are still omnipresent in Virtually every major store across the country. This is due to its a vital role in creating brand awareness for new products and in helping prospective customers make purchase decisions.

This is obvious

in a recent study carried out by Nielsen that shows that 72% of Public awareness for new products is driven by store activities such as the effective utilization and deployment of POS units. Further research by Smurfit Kappa Zedek shows that deploying an in-store Point Of Sale unit that displays a 10% discount on a product will increase sales by 120% as opposed to a small 20% increase if the POS unit is not deployed.

 

POS display units are an integral part of the packaging and in-store marketing mix, and its most important function is to differentiate a product from its Competitors. However, for brands to realize the full impact of in-store POS stands, they must be deployed effectively and strategically.

 

Although POS units look more or less the same than they did a few decades ago, there have been significant changes to the materials, form, size, Design, and mode of deployment. Most of these changes are as a result of stringent guidelines introduced by the major retailers in consonance with their lean logistics chain.

 

Brands are Willing to spend

heavily in POS units especially when it comes to new and seasonal product launches that require creative displays to draw the eye of prospective customers. However, to ensure that their POS units are in line with the stringent guidelines of significant retail outlets while grabbing the attention of shoppers, and most importantly tripling and quadrupling the sale of their products, they need first to understand what is required in the design and manufacturing of their POS display units.

 

To that effect, this guide has been prepared for business professionals who want Their POS display project to be an outstanding success. It contains all the necessary information that will help you choose the most effective kind and design of POS unit that is unique to your brand, appropriate for most types of retail environment and that is sure to drive product sales through the roof.

Value Retailer and In-Shop POS

One area of the retail sector that has seen healthy growth of 48% from 2010 to 2015. Is often referred to as the Discount sector. This growing niche in retail has quite obviously bucked the trend within the broader, beleaguered retail industry. But why is this? Is it solely down to their lower prices or the savvy shopper’s developing perception of value? Shoppers are now aware they have a more excellent choice of where to spend their hard-earned cash, and rightly think why they should pay more for virtually the same products from mainstream retailers.

 

Simple In-store POS

 

Discount, or more accurately, value retailers have upped their game with simple, consistent pricing messages, essential but useful store formats and intelligent use of printed POS and in-store signage. Customers’ perception of value goes beyond merely the price of the product.

Basic Store Layout

Over-designed stores with expensive fittings and high tech digital screens are unnecessary for everyday household goods, and many customers are quick to recognize this. Value retailers have tapped into this by realizing that basic store formats and printed signage mean they can keep fixed costs low and pass on the benefit to their customers.

High-Density Merchandising

As well as a basic store layout, discount retailers have also adopted a high-density approach to their merchandising. Multiple layers of stock are displayed on pallets rather than shelves reducing the need for regular stock replenishment while also eliminating the need for large stockroom storage.

Little & Often

Also, there is a rising trend in the smaller basket, “little and often” shopping where shopping trips are often categorized depending on the type of products being bought. So, for example, toiletries and household goods may constitute one monthly shopping trip, fresh food, and groceries, and top up shopping a more regular weekly trip.

 

Essentially this means many of us are looking to reduce our weekly shopping bill and cut the waste associated with a bigger shop. As a designer and printer of in-store Point of Sale we have noticed a definite increase in demand for our products and services from the value sector, and a desire to develop more innovative in-store printed displays.

 

The next step up from this is how to improve the effectiveness of your in-store POS to drive sales growth? We will be sharing some top tips on how to achieve this in future articles.

How to increase your instore Sales

We’ve said it before, and we’ll repeat it, your shop window is your The most valuable piece of in-store advertising space. If this space is used effectively, it can increase footfall which consequently leads to a rise in potential customers and thus a surge in sales. Your shop window should scream professionalism as well as make a statement.  After all, 50% of purchasing decisions are made impulsively, as a small retailer you should be capitalizing on this figure and using any advertising space to its full potential.

 

1. Stop, think and plan

 

The first rule is to plan. It can be easy to get carried away, popping an assortment of mannequins, Window Clings, and products into your window space but first stop and think about what you want to achieve. What is your brand proposition? Are you quality driven or price driven?  What are your best-sellers and main USP’s?  Is there a particular theme you want to follow? These should all influence the look and feel of your window space, in simple terms your exterior should reflect your brand. For example, if you offer a product or service that fiercely prices competitive, it may be an idea to purchase a couple of Window Clings highlighting some specific offers and prices. If you’re a luxury high-end independent retailer, you may prefer to use Window Clings as graphics to add color and life to your window space rather than highlighting offers.

 

 

2. Change is effective

 

Secondly, remember that change is good, changing your window display frequently keeps things fresh and exciting. We would recommend changing your window space at least 6 times throughout the year. It’s always best to sit down and plan this so you have enough time to source any materials you may require and also set a theme for each window change. If you don’t launch new products or offers very often, why not take advantage of some critical calendar dates. Anything from Easter to Halloween, Mother’s Day or Christmas provide an ideal excuse to get creative.  Remember, if you choose to go with a theme based around a specific calendar date, this theme should also be replicated in-store with the relevant POS print.

 

3.  Time is money

 

As it’s advisable to change your window space regularly, it’s best to keep the area as low maintenance as possible, and support means time and time means money. Keep the design interchangeable and straightforward, and you want the space to be easily accessible for when you want to change or move things around. Try not to over clutter space, and it can be appealing for the passing trade to be still able to see inside.

 

4. Keep in mind…

 

It’s sometimes worth hiring a graphic designer to produce the artwork for your printed materials dependent upon how extensive your requirements are. If you go down this route be sure to provide them with specific brand guidelines and direction. If you only have a small budget, don’t worry, you can always use one of our online designs! We have over 500 customizable designs that you can add your logo, text and brand colors too!

 

Remember, getting traffic through the door is just the first step, you must also ensure your inside space is branded and merchandised appropriately – 86% of customers will pay more for an improved shopping Experience. So, your in-store advertising must be on point as well as our customer service!