Shop retailers, today, I have got a post for you.
We all are well aware of the fact that an awful lot (if not all) of purchase decisions are made in-store. There are stats to prove it.
And, even if you keep the statistical reports aside—since the studies can often be biased, and place yourself in your customer’s shoes, viewing it from their perspective—the statement would still hold true.
That means, your in-store marketing strategy becomes all too crucial in catering to the undecidedness of the visiting customers—something that most of you take very seriously. You invest a significant portion of your revenue on in-store marketing.
However, the investment in some cases does not always bear the expected results.
What accounts for a low ROI, on a typical in-store marketing strategy?
It’s the following in-store marketing communication mistakes.
Mistake #1: When You Try to Communicate Too Many Things
Walk across your retail store and identify in-store signages that are overloaded with information.
How many did you find?
One? Two? Three, or even more? It really doesn’t matter how many information overloaded signages you were able to find; what matters is each of those signages failed to convince the customer to communicate your promotion.
If you were trying to market the range of electronic equipment through any of those signages, chances are that the sale of the entire range got affected by an information overloaded signage.
Mistake #2: Ignoring the Shopper Message and Focusing on the Consumer Message
This is probably the most common mistake that retailers make. They focus on using consumer message on in-store signages rather than using shopper messages. Remember, consumer messages prompt consumers to consume a product, whereas a shopper message is designed to convince a shopper to buy a product.
To understand the difference between the two types of marketing messages consider this example.
When your customer is at home, watching a commercial of a shampoo, he is a consumer. The marketing message that will be used will focus more on branding. When your customer is out shopping for a shampoo, he is a shopper. The marketing message that will be used will focus on addressing the shopper’s need, such as, a limited budget.
Mistake #3: Trying to Be Too Clever with Your Marketing Message
In-store marketing communication needs to be simple, clear and action inducing. Yet some retailers tend to promote with messages, that although read clever but are not simple enough to be inferred at one glance.
Remember, your shoppers have plenty of choices when they are in-store. If your marketing message is not comprehensible or simple to understand, your shoppers won’t waste time in appreciating the displayed cleverness of the promotion.
Avoid these mistakes and the ROI on your in-store marketing strategy will improve significantly.
Need More Marketing Tips for Your Business?
My sales and marketing blog section can help you. I, Manal Haddad, have an experience of more than 25 years, working with some of the top business organizations of the 21st century, and assisting them with their marketing strategies. I have managed many marketing campaigns successfully, particularly in the FMCG and pharmaceutical sector, and try to translate my experiences in my blogs. Read, learn, enjoy and share!
