Article

Nathan Jones
Nathan Jones 15 April 2016

The Abiding Importance of In Store Marketing

The internet and high street are inextricably linked and customers will often experience both channels before making a purchase. Jason explains the importance of great in store marketing in a digital world.

So, you’ve got your company Facebook page, you’ve got your Twitter feed, your Instagram account, you may even have a Buzz wall? In today’s world, social media is certainly at the forefront when it comes to marketing and customer engagement. But how are you going to engage with and influence your customers at store level? (Yes, you may still have to consider that).

According to time honoured research, 70-75% of buying decisions are made in store. This is a statistic that has been largely accepted in the industry for years, although it is difficult to identify the actual sources. I have to admit to being slightly sceptical about the accuracy of this figure in the internet age, but given that the shop or store environment is still the only one where the customer, the means of payment and the physical product all come together in the same space, it is likely that this is still where the majority of decisions to buy are made – even if it may not be quite as high as 75% anymore.

It has been said that in store Point of sale or point of purchase displays represent the last 3 feet of any marketing plan. And I think this is still largely true today, despite all the rumours of the death of the high street and the growing phenomenon of so called “Showrooming”. As human beings we are inherently tactile creatures, we like to explore and engage using as many of our 5 senses as possible.  Many people (myself included) don’t feel they can fully appreciate the value or suitability of something until they have held it in their hands. For this reason there will always be a place for the traditional shopping experience. Internet retailers have gone to great lengths to allow for this by making their returns process completely hassle free – even offering unlimited free return postage and this has no doubt been key to their success.

Whilst there is something uniquely satisfying about ordering a new pair of shoes from your phone whilst lying on the beach, for many people nothing really beats the experience of going to a shop to buy them. Interacting with real people. Being helped by sales professionals who know the product, trying them on and walking out of the shop knowing you have bought the right pair and let’s face it – people love to go shopping, for many it’s an enjoyable part of their leisure time.

Blog-body-821x333.png

Currently around 15% of all retail purchases are carried out online in the UK and although this share is growing steadily, internet shopping is not the be-all and end-all….Not yet anyway. This statistic means that for now and probably for the foreseeable future, a large majority of transactions will still be occurring in store.

So if you do have a physical product to sell it is crucial that the immediate environment where this process takes place is as inspiring for the shopper as possible. In marketing terms, 3D POS is the ideal platform to accommodate this in store. Not only does it do the important job of providing a bespoke selling space for your product, but it can create theatre, have stopping power and grab the shopper’s attention at the key moment. The opportunities it provides to build on and enhance your brand image to the “ready to buy” audience - are limited only by the imagination….And maybe the odd retailer guideline…

Body-B-821x306.jpg

Author bio:

Nathan Jones is a Digital Marketing professional working for the full service digital marketing agency The Big Group. If you enjoyed this blog, there are many others you can read on our website.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The World Is Shrinking: 6 Degrees of Separation Is Now 2!

The World Is Shrinking: 6 Degrees of Separation Is Now 2!

Six degrees of separation is not just a party game, it's a reality. Everyone is the world is interconnected, and thanks to social media, that connectedness gets tighter and richer each day. See the research...

Scott Christley
Scott Christley 9 August 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
Cats and Dogs Boost Your Business By 300%. Here’s How.

Cats and Dogs Boost Your Business By 300%. Here’s How.

It’s the age-old question that has endured ever since the creation of the internet: are you a cat person or a dog person? Or do you love both cats and dogs? We have both dog lovers and cat lovers at Sortlist, so it...

Aline Strouvens
Aline Strouvens 27 August 2021
Read more