Even if consumers are increasingly buying online, the fashion sector is particularly concerned by in-store sales. We continue to visit stores to touch fabrics, appreciate cuts and colors and, above all, try on clothes.
On average, going in store to try and pay for their purchase is still preferred by 65% of French people.
Mais cette préférence recule chez les jeunes et oblige donc les marques à dynamiser leurs points de vente physique en plus de leurs canaux en ligne, notamment en organisant une animation marketing en magasin.
Whether to boost brand awareness, increase store and website traffic and thus generate more sales, or build loyalty through a unique shopping experience, sales promotion is an essential marketing lever. It has an even greater impact when it immerses customers in the brand’s universe, notably with in-store competitions offered via QR codes or interactive terminals.
In this article, we’ll take a look at Galeries Lafayette’s animated marketing strategy, through several examples of campaigns.
What is an in-store marketing event?
An in-store brand promotion is a commercial operation designed to boost the appeal and profitability of physical points of sale. Its one-off or regular actions can, for example, serve to promote the brand’s image, provide greater visibility for a new product launch, or simply boost sales and build loyalty.
Depending on the expected results, marketing activities can take a variety of forms: product demonstrations, competitions, distribution of discount coupons, treasure hunts in the aisles, and so on.
In all cases, the ultimate goal is to capture the public’s attention, be it the store’s visitors or the brand’s audience. Online, we speak of a drive-to-store strategy.
L’objectif étant toujours le même : augmenter le trafic en magasin.
Gamifying in-store sales events: the Galeries Lafayette example
Despite its well-established reputation, the brand is innovating to enhance the appeal of its stores, and attract and retain customers.
For several years now, the company has relied on marketing gamification (the integration of interactive and playful elements into its marketing activities) to energize its points of sale and online campaigns.
1. Boost store awareness with brand animation
The primary benefit of in-store marketing events is to raise brand awareness. In-store marketing events give the brand greater visibility, help it stand out from the competition and attract consumers to the store.
This includes the creation of POS (point-of-sale) advertising..
La marque va ainsi développer des supports de publicité installés directement dans sa boutique (en vitrine, devant l’entrée du magasin mais aussi dans les rayons) pour promouvoir le point de vente en lui-même, un événement de marque ou un produit.
To arouse the curiosity of consumers, Les Galeries created Tesla stands in their stores, giving the partner brand a high profile via an interactive quiz. organized during the Weekend de l’homme. By exhibiting cars and offering great prizes (a weekend in a luxury hotel with the loan of a Tesla), the brand was able to attract a large number of participants to the in-store operation.
2. Engaging in-store audiences with interactive kiosks
In-store marketing operations can also be designed to liven up the point-of-sale and engage customers. and encourage them to make a purchase (or increase their average shopping basket). Marketing contests, offered via interactive terminals displayed in store allow you to :
- generate more interaction with customers,
- maintain their interest through fun activities,
- strengthen the relationship with the brand, in particular through the possibility of winning an attractive prize.
For Mother’s Day, Galeries Lafayette offered its customers a 100% winning one-armed bandit. Accessible via interactive terminals installed for 3 days in 6 stores in France, the aim of this marketing campaign was to energize sales outlets during this commercial highlight.
The marketing game was also available in mobile format in all stores. of France via a QR code displayed on site. This omnichannel strategy enabled the brand to increase the engagement and reach of its campaign. It was able to animate all its stores with particularly attractive prizes (Relais Châteaux stays, bouquets of flowers, gift cards, promotional codes, etc.).
These rewards also enabled the brand to target a second conversion objective. By offering generous value gift cards, this brand strategy boosted sales and collected qualified leads, which could then be reactivated with offers at the end of the game.
3. Build customer loyalty and increase in-store re-purchase rates
Les animations marketing en magasin peuvent, pour finir, permettre à l’enseigne de renforcer le sentiment d’appartenance à une communauté de marque et ainsi fidéliser ses clients.
Les Galeries Lafayette ont là encore misé sur les animations gamifiées pour réenchanter leur programme de fidélité en boutique. En organisant une Roue de la Fortune, l’entreprise a pu accroître la visibilité de la carte Galeries Lafayette Mastercard, à travers une activation post-achat.
La campagne Mastercard reposant sur le principe de Gate Code, les participants devaient renseigner un code reçu après un achat en magasin (par email) pour accéder à un jeu d’instants gagnants et ainsi tenter de remporter des chèques cadeaux. La campagne a rempli ses objectifs de rétention avec plus de 2 codes renseignés par participants (et autant d’achats réalisés en magasin avec la carte).
Conclusion
Organizing in-store marketing events is an innovative and creative way to captivate and engage customers. Inspired by the Galeries Lafayette use case, you can boost traffic and sales in your stores. Discover our catalog of gamified sales animations and customize them to suit your objectives and brand universe.
