Business has changed. And that’s because where we do business has changed. We’ve transitioned from...
In today's digital age, online campaigns have become an essential part of any business's marketing strategy, with 85% of consumers turning to digital channels before making an offline purchase.
Nearly half (47%) of consumers say they still prefer bricks-and-mortar retail to any other channel, with more than twice as many preferring it to shopping via a mobile phone (21%) or via laptops/computers (15%), recent research shows.
But it very much depends on the industry. For example, for travel purchases, consumers prefer to shop online – 20% compared to 5% in-store – whereas in food, consumers are still more than twice as likely to prefer to buy in-person (29%) than online (13%).
Whichever industry you operate in, however, it’s clear that driving footfall using your online campaigns requires a well-thought-out strategy that combines creativity, analytics and a deep understanding of your target audience.
Why is it important to drive customers to physical stores?
In addition to many consumers still preferring physical shopping experiences, driving footfall to your location provides a number of unique opportunities for your business:
- Increased sales: When customers visit a physical store, they are more likely to make a purchase than when they shop online. This is because they can see, touch, and try on products, and they can get immediate assistance from sales associates.
- Brand awareness: When customers visit your store, they are more likely to remember your brand and recommend it to others. A positive in-store experience can create a lasting impression and build brand loyalty.
- Opportunities for upselling: In-store interactions provide opportunities for sales associates to upsell products and increase the size of the average transaction.
- Building relationships: In-store interactions provide opportunities to build relationships with customers and create a sense of community around your brand.
- Competitive advantage: If your competitors are primarily online, having a physical store can provide a competitive advantage by offering something unique and differentiating your brand from others.
Which online tactics can drive traffic to physical stores?
There’s something of an irony in the notion that the best way to get more people in-store is to utilise the online tactics at your disposal. But it comes down to the fact that most customer journeys start online these days.
- Use location-based targeting
Location-based targeting uses a customer's physical location to target them with specific ads or messages. This can be done using GPS technology or other location-based data such as IP addresses, Wi-Fi signals, or Bluetooth beacons. The idea behind location-based targeting is to reach prospects when they are in close proximity to your physical location, thus increasing the chances of converting them into customers and driving foot traffic to your store, restaurant or attraction.
- Offer promotions and discounts for in-store use
Everyone loves a good deal, and offering promotions and discounts can be a powerful tool to drive footfall. You can create exclusive online deals that can only be redeemed in-store, encouraging people to visit with the promise of making a chucky discount. Don’t forget to promote these offers to your current customers as well as prospects – customer loyalty should never be overlooked!
- Create engaging content
Engaging content is critical to any online campaign's success. Content should give users lots of useful information to digest, but leave them wanting to learn more and conduct their own research, ideally in-store. Creating engaging assets such as videos or imagery that highlight your product, which can feature in long-form branded content, will provide a nice balance between product and brand awareness.
- Utilise your data
Retargeting ads are an effective way to re-engage people who have shown interest in you previously but haven't yet progressed along the sales funnel. By showing them targeted ads, you can remind them of your brand and encourage them into the store to make a purchase. Retargeting ads can be highly personalised based on a customer's previous interactions with your brand – so make sure the carrot that you dangle in front of them is to their tastes.
- Boost your online reviews
Online reviews provide social proof to potential customers, demonstrating that other people have had positive experiences with your business. Positive reviews can help build trust and credibility for your brand, making it more likely that potential customers will choose your business over your competitors. Online reviews can also impact your search engine rankings, particularly for local businesses, improving your brand’s visibility. Consider the ways you can incentivise customers to leave a review.
It's important to be creative and find new ways to drive foot traffic to your business. Experiment with different strategies and track your results to see what works best for your business.
As part of your online campaigns, long-form branded content can help to build brand recognition, but it also inspires customers to continue along the sales funnel and head in store to physically test products or collect promotions.
Get in contact today to understand our creative and effective approach to branded content.
