Implementing Digital Marketing Strategies Into Your Retail Display
Your biggest customer base is on the horizon, and if you’re not implementing the best digital marketing strategies, you’re going to miss a lucrative opportunity.
Millennials and Gen Z are generations that are not only digitally driven, but they also enjoy brick-and-mortar stores. Therefore, unless you’re implementing solid digital marketing strategies in conjunction with your stellar retail display, you could be losing revenue from these powerful consumers.
Millennials are defined as those born between 1981 and 1996, and Gen Z is the generation that follows the Millennials, born anywhere from 1997 onward. Forbes stated that the Gen Z generation wields $44 billion in purchasing power, and their population will soon outnumber Millennials. As for Millennials, the Pew Research Foundation reports that by 2019, the Millennials will outnumber the Baby Boomers.
The sheer numbers are staggering—which is why it’s even more important to know and understand their purchasing habits.
Retail POP trends: physical stores are still popular
While many feared online shopping marked the end of brick and mortar stores, just the opposite seems to be the case.
While many millennials and Gen Zers will research a product online, many surveyed said they would actually prefer to buy it in the store, according to information from Forbes magazine.
It’s also vital to realize that while these generations prefer the in-store experience, they do their product research online. To reach them, you’ve got to implement a digital marketing strategy in addition to your retail POP displays.
Here are 3 useful tips:
1. Use social media to leverage the power of your POP display
Too often, businesses don’t fully explore the power of social media, which is a shame because it’s the perfect opportunity to expand upon your brand story. This allows your audience a chance to psychologically invest in your product.
How do you use social media? Let’s use this imaginary scenario. Perhaps you have an interesting POP display in the shape of a robot. Encourage your customers to get photographs with it and share it on your Facebook page. Better yet, encourage them to share it with their friends on their own networks such as Pinterest and Instagram. You could offer discounts for anyone who “reposts” these pictures and place those who post the picture on your Facebook page eligible for a drawing.
Today’s consumers don’t want to be “sold to;” they want to make a connection with your brand. Social media is a perfect way to do this by responding to comments, continuing the conversations and updating your social medial profiles in a timely manner.
2. Use digital displays to create an experience
You can implement elements of your website and videos into the display itself. We can easily incorporate technology, whether it’s a small TV, a touch screen or an HD streaming video showcasing your message. This is frequently used to enhance the customer’s in-store experience. This can take several forms, such as:
- Motion-sensors that play a video or provide information when someone walks by.
- Videos that play on cue
- Touch screens that invite potential clients to explore your product and sign up for your newsletter for certain discounts or special promotions
- A secure console to play video games or virtually “test drive” an electronic product
All of these encourage interaction, which enables potential customers to emotionally connect with your product.
3. Make sure they can find you
Suppose a customer looks you up online and does all their product research. They’ve made their decision and are ready to make a purchase. You’ve coordinated the colors and online specials with you instore display.
…but does the customer know where your retail store is?
You need to work with your web developer and digital marketing team to ensure that your store locator is accurate and easy to use. Since most searches are done on mobile phones and tablets, it’s important to be sure it’s easy to use on these devices. If your customer can’t find you easily, it doesn’t matter how powerful your digital display is.
If you’re displaying your product inside a store, make sure that the marketing team for this retailer has updated the Google My Business listing for the business.
McIntyre understands that your POP retail display is a part of a larger picture
We can implement any digital enhancements you’d like to your POP retail display, and we can work closely with you to ensure that the vision you have is honored. Whether you want something high-tech complete with TV screens or something more understated, we have the experience needed to give you the best product and the best value.
We’re known for exceeding our customer’s expectations to craft creations that honor the brand story that is at the heart of your product. Whether you’ve sketched down a few ideas on a notecard or you’ve completely outlined your project, we’d love to be a part of it. Request a quote to start the conversation.
Since 1977, McIntyre Manufacturing Group has created custom-designed displays with an uncompromised dedication to customer service. We utilize the latest technology and attention to detail to create the finest products with excellent craftsmanship. If you can dream it, we can create it. Contact us to see how we can bring your vision to life.