The four Ps of marketing (product, price, place, promotion) can be applied to offline channels and stores in order to grow customer engagement, increase brand value and drive sales. However, it’s important for marketers to know that not all offline marketing solutions are created equal. Many brands and retailers choose to rely on old-school tools that lack creativity.
In the era of omnichannel, customers are looking for more than just a great product. They want to connect with a brand and feel its personality. This can be done through the use of different in store marketing tactics, such as music, free Wi-Fi, digital display and even robots. These tactics are all used to enhance the shopper experience and make it more fun.
Moreover, in store marketing is also used to leverage impulse buying, which is when customers buy products that they did not plan on purchasing or even have in their carts. In this case, marketers can promote a special offer or an event to encourage customers to spend more than what they originally intended.
Lastly, in store marketing is also used to promote upsells and cross-sells through a variety of in-store sales promotions. This can be done by implementing loyalty cards, a fast EPOS system and other strategies that help the customer have a seamless transaction. The best part about in store marketing is that it enables brands to capitalise on real-time connections with customers. This makes it a powerful tool to keep customers loyal and engaged.