Digital marketing initiatives now make it possible to broadcast highly targeted advertising messages. Many criteria can be taken into account (catchment area, interest, age, gender, etc.), the return on investment of campaigns has become systematically measurable.
Let's take a look at some of the marketing features that can be integrated into a drive-to-store strategy:
SMS: a highly efficient channel
With a read rate of 98%*, SMS is one of the digital communication channels that guarantees the best exposure to promotional messages. Furthermore, in terms of return on investment, the implementation of SMS campaigns is essential to a drive-to-store strategy.
In addition to its ability to reach the shoppers with precision (through geographic targeting of the store's catchment area), it is easy to build and to launch SMS campaigns. This requires relatively few human resources, unlike emailing campaigns.
Message, Time, Place: the triple combination of Geofencing
More innovative than a traditional sms campaign, geofencing technology stands out for its precision and efficiency.
Indeed, after defining a catchment area, the retailer can push SMS notifications or push mobile notifications to shoppers who enter or leave this designated area. This requires the shoppers’ consent to share their geographical position and desire to receive commercial communications. By focusing on effective promotional messages, geofencing makes it easy to attract in-store shoppers and to ensure customer loyalty.
WAZE – success with mobile native advertising
Waze Local offers retailers the opportunity to increase their exposure. It aligns with the same objectives and requirements as that of outdoor advertising displays (i. e. to increase awareness / create a lasting impression / generate traffic in stores), the message is delivered in a hyperlocal context and, just like outdoor advertising, it targets drivers.
In addition, Waze offers more benefits than outdoor advertising displays in terms of flexibility and measurability.
These ads are highly dynamic, for example, you can program the display of messages during the opening hours and you can change the message whenever you want!
Unlike a classic outdoor display, it is easy to calculate how many people have navigated to the store, visited its store description card or the website.
Finally, with Waze, retailers define the budget allocated to their advertising display, and they only pay for users who have actually seen messages.
Geo-targeted email: proximity to the shoppers
Email is the best way to interact with customers, because it has no specific format requirements, but it has its limits regarding the implementation of a marketing campaign, or the measures performance (low opening rate, 6%).
The very principle of geo-targeted email is the personalization of the message with regards to the targeted profile and to its localization. Based on a well-informed contact base, retailers can deliver personalized emailing campaigns to the shopper. Geo-targeting in email campaigns are particularly effective: recipients are intrigued by the communication, the call to action is valued, and it creates a connection between the retailer and the shopper.
This is a non-exhaustive list of marketing influence levers that aim to attract consumers to the point of sale. These initiatives require very few technical skills and can be easily and quickly adopted by retailers.
Other marketing levers can also be activated to quickly generate traffic in the stores, such as search or display campaigns (Google Adwords / Facebook ads). These ads are highly effective when well-implemented, but it can be difficult to set-up when there is a lack of knowledge/support.
A study published in 2016** revealed that location-based promotions that shoppers have opted into through a retailer’s mobile application are most likely to drive 30% of the shoppers into their store.
TXTSIGNAL - SMS Marketing vs. Email Marketing: The 2017 Comparison
Timetrade study 2016 - The state of retail - Retailers Marketing Initiatives