With retail sales bouncing around as the UK economy chugs along, marketers in the sector are seeking the best way to keep their customers happy and prevent them from spending their money in another store. They have good reason to fear a fall in retention — savvy shoppers are scouting around for the best deals, so it’s no wonder building loyalty may seem harder than ever.
But consumers are demanding in other ways, too. According to a study by UC Today, 90% of consumers expect to have an omnichannel retail experience when we shop. That’s to say they want their retail brands of choice to present them with a seamless journey that looks and feels the same, whether their purchasing mission is in-store, online or a combination of both. They also want customer service channels such as chatbots and call centers to provide them with the same level of information and support regardless of how they choose to interact.
With all this in mind, smart retail marketers must strike a balance between utility and customer experience and add sizzle to in-store and online shopping without allowing one channel to shine brighter than the other. Digital channels are alive with opportunities to dazzle consumers. Cutting-edge content, influencer campaigns and even online advertising are popular ways to catch the eye. But where does that leave your marketing strategies for the humble shop floor?
The Lasting Effect of In-Store Events
Successful in-store marketing today springs from the idea that there is more to a shop than its retail space. Transforming the square feet at your disposal into an attractive place for people to browse and buy is nothing new, but given the demand for omnichannel experiences there’s increasing pressure to maximize in-store engagement while acknowledging that many consumers will still prefer to buy online.
Often overlooked, but growing in potency, in-store events are a highly effective option to enthuse consumers and fuse experiences through physical and digital channels. Here are three key reasons they work so well:
1. Retail experiences work all year round.
Regardless of whether your goal is to drive sales for a specific season or boost footfall at a one-off event, you can plan a calendar of initiatives to suit your schedule. You might have an ongoing series of events punctuated with special occasions to attract consumers during a critical sales period.
Apple is a great example of a store that does this well. It has an ongoing roster of workshops for children, budding artists and coding enthusiasts, but also calendar events such as Black Friday, offering promotions and future discounts against purchases.
It’s occasions such as these when in-store events can tie directly back to online sales, immersing the shopper in an entertaining or exciting experience that adds value beyond simple discounting. Apple, for instance, has created an in-store community for its tech-savvy target market, which often defaults to digital channels for purchases.
2. Showcase your brand, reflect shopper values.
True omnichannel expertise means sharing customer data across online and offline touch points. What have you learned about the values, attitudes, behaviors and desires of your shoppers via information they’ve shared in digital interactions that can now play a key part in planning your in-store events?
Collecting data by asking consumers what they would like to experience at your physical outlets can inform an exciting program that switches their attention from your website to your store. This gives you an excellent opportunity to bring your retail space to life, cement their interest and convert that keenness into sales.
Several retailers already are leading the way. Gymshark, for instance, offers gym classes, a running club and personal training at its flagship location in London. In another example, Hamleys swaps website content for in-store fun with the likes of character meet-and-greets, magic shows and more.
3. Keep the experience going when the event ends.
Sending related post-event content is another successful way to mesh your in-store and online marketing strategies. Take every opportunity to persuade consumers who come to your event to share their personal information and offer the promise of follow-up promotions.
For example, the value exchange could be as simple as an email, sent to the shopper in the days following an event, that outlines an exclusive offer on a particular product or service they were interested in but not ready to buy on the day.
More complex but engaging approaches include directing event attendees to online content, from video explainers to virtual reality demonstrations, adding depth to the in-store experience.
If you’ve yet to make in-store events a part of your marketing strategy, or feel your existing strategy needs a reboot, here’s one more benefit that might get you over the line: According to the U.S.-based Event Marketing Institute, 87% of shoppers say they have made a purchase after attending an in-store event.
In the era of ecommerce, in-store events can create a lasting positive impression, engaging and inspiring consumers. They’ll be more likely to head for the tills in your shop or click to check out online, concluding the joined-up journey they were seeking all along.
Jennifer Davidson, a Goldman Sachs 10KSB Alumni, is the founder of Sleek Events, a global full-service experiential marketing agency that was placed #19 on the Sunday Times Fast Track 100. Having run for over a decade as a female-owned independent agency, Davidson’s passion and commitment has shaped Sleek into a symbol of excellence in event management and has earned her a reputation as an expert in her field. She leads a dynamic team, delivering exceptional events for global brands including industry giants such as Amazon Web Services, Rubrik, Toyota, Rapid 7, Volvo, Unilever, IBM, HP and Rolls-Royce Motorcars.
