Creative Campaign Tactics
Creative & Strategic Ways to Speak to Shoppers
With endless digital information at their fingertips, it may seem like all shoppers would know exactly what they want, when they need it, and are no longer inspired by traditional or modern marketing tactics. Believe it or not, 3 out of 4 of shoppers buy on impulse and leave the store with things they didn’t intend to buy. If you can reach the right shopper at the right time, with the right message, an up-sell or cross-sell can occur.
The ins and outs of the organic path-to-purchase is still a complex concept, but it serves well to address it. Here are five ideas to stay at the top of your game with path-to-purchase creativity:
1. Sensory Experiences
You’re buying bed sheets and there are 10 different types of thread count. How do you decide? Create a sensory experience by encouraging interaction with your display or product. Let them pick it up, hold it between their fingers and envision themselves using it at home. After all, the largest organ in the human body is our skin.
The bed sheet aisles at a few major retailers now have touch & feel stations with description of thread count, material and price. It’s a breeze to go through each and determine the perfect sheet. And it provides an experience and makes the customer feel like they have the ultimate power in deciding, and takes out the guess work in which they purchase it with a hope that it will work for them.
A great example of leveraging sensory exposure is this counter display Imagine! created for Febreze Noticeables®. It speaks to the sense of smell by radiating the Febreze scent into the shopping environment.
2. Educate at Point-of-Purchase
That leads us to education. A smart marketer puts themselves in the mind of the consumer and knows that a purchase decision is made easier when consumers’ questions are answered before they even know what to ask. Educate at the point-of-purchase, exactly where that information needs to be for the customer to feel confident enough to buy.
Imagine! produced a compact, ultra-unique display for Tide that instructed consumers how to use its new product line. Since it was a product completely new to the laundry market, Tide knew they needed to explain its ease of use and its benefits, and how to use it at home.
Don’t forget to provide information at eye-level when possible, ideally with something to browse over. This flipbook in the Walgreens bandage aisle was an easy way inform shoppers about the product category in front of them.
3. Co-brand to Gain New Customers
When consumers see two popular brands pairing up, it sparks a sense of familiarity and trust. It takes two good things and combines them in a smart and creative way to make an even better product. Marketing co-branded products takes on a whole new meaning, because it’s marrying two separate brands and making them look good together, while maintaining brand consistency for both.
Get consumers excited to try a new product made by two of their favorite brands. Taco Bell enthusiasts that are also Doritos aficionados were thrilled when the two popular brands teamed up to create the Dorito Locos Taco. The two brands created a must-have menu item that consumers went nuts over.
Target Corporation has had many strategic partnerships over the years. One example is its relationship with Toms shoes. The mutually beneficial collaboration drove store traffic because of limited supply and responsible consumerism, as Toms is a company that is known for giving one pair of shoes to someone in need every time a pair is purchased in the United States.
4. Traffic Patterns
The journey a customer takes through a store should flow. Retailers should map out their stores by understanding how consumers shop. The age-old idea to put the most commonly purchased goods at the back of the store is no longer the only way to drive extra purchases.
Traffic patterns will soon be tracked even more with proximity marketing. “Via a Wi-Fi or Bluetooth signal, proximity marketers can send content similar to a mobile application program (app) that appears automatically on the mobile devices of consumers,” a Forbes.com article explains. It allows you to tailor your marketing offers to those geographically close to the store location and the product(s) in question.
5. Creatively Close the Sale
Imagine your ideal potential consumer is in front of your product, deciding on a purchase. What do you execute to make the difference between purchasing or walking away? Creatively close the sale by providing inspiration combined with information. If there is a void somewhere in this process, a sale may be missed. Steer clear of this by creating engaging and informative displays.
Make it a simple, easy decision. Examples of creatively closing a sale is to provide an incentive, such as a coupon directly on the product or a buy one, get one offer. Also creating a no-brainer decision is a money-back guarantee, assuring the customer that if it doesn’t work out, it’s easy to return.
Make checkout hassle-free. Stores like DSW and Nordstrom Rack have installed stations throughout their expansive stores to aid in quick checkout.
Get noticed! Align your marketing efforts to parallel the consumer decision journey, and stay in close touch with the way your customers are buying.