If you’re a B2C company with a storefront, it’s never been harder to grab the attention of your customers. Customers come into your store having already researched your products, sales, and promotions as well as your competitors. While they peruse, they’re price checking on their phones at best, and skimming social media at worst.
Engaging customers once they’re through your front door requires that you make strategic decisions to create an experience and tell your story in a way that captures and retains their attention.
Finding ways to set yourself apart from the start requires thoughtfulness about not only your message, but how you’ll choose to communicate it.
When it comes to your in-store digital signage, we have some pro tips for how to best leverage that tool in your overall in-store messaging strategy.
While the most obvious, it bears repeating. Increasingly, customers have become accustomed to seeking out discount codes online. If you train your customers to expect an exclusive in-store discount, not only will you drive more traffic into your store, you’ll engage them with your brand on a deeper level as they seek out that discount.
Tell your story
Once you have their attention, tell the story of your brand. People are hard-wired for story, and telling your company’s story gives your guests an opportunity to connect with your brand on a different level, tearing down the store walls and connecting the human beings on both side of the business. When we feel connected, we’re more loyal and are more likely to invest.
Think about what your customer needs beyond what you sell, and help them out. Think about that memorable scene in Miracle on 34th Street when Santa Claus sends a mother to another store where she can find the toy she’s seeking that is unavailable at their store. Maybe you don’t need to send people away, but capture the heart of what your customers need, and meet those needs before they ask.
Perhaps you’re sharing tips for a healthy runner’s stride in your sporting good store, or simple recipes in a grocery store. Bring value, no matter what.
Share the spotlight
One of the best ways to spread your message well is to share the spotlight with others. Invite local non-profits to partner with your business to advertise and promote their programs and events. When your brand partners well with others, your customers feel great about investing in you.
If you’re looking for even more ways to maximize your in-store experience, we’d love to help. Reach out and we’ll consult, free of charge.