[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Even if consumers are increasingly buying online,<\/span> the fashion sector <\/span><\/a>is particularly concerned by in-store sales. <\/span>We continue to visit stores to touch fabrics, appreciate cuts and colors and, above all, try on clothes.<\/span> <\/p>\n On average,<\/span> going in store to try and pay for their purchase <\/b>is still preferred by <\/span>65% of French people<\/span><\/a>. Whether to boost brand awareness, increase store and website traffic and thus generate more sales, or build loyalty through a unique shopping experience,<\/span> sales promotion is an essential marketing lever. <\/b>It has an even greater impact when it immerses customers in the brand’s universe, notably with <\/span>in-store competitions<\/a> offered via QR codes or interactive terminals.<\/span> <\/p>\n In this article, we’ll take a look at Galeries Lafayette’s animated marketing strategy, <\/strong><\/span>through several examples of campaigns.<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n An in-store brand promotion is a commercial operation designed to <\/span>boost the appeal and profitability of physical points of sale. <\/b>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.<\/span> <\/p>\n Depending on the expected results, marketing activities can take a variety of forms: <\/span>product demonstrations, competitions, distribution of discount coupons, treasure hunts in the aisles, and so on.<\/span><\/p>\n In all cases, the ultimate goal is to capture the public’s attention, <\/strong>be it the store’s visitors or the brand’s audience. Online, we speak of <\/span>a drive-to-store strategy<\/span><\/a>. [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Despite its well-established reputation, the brand <\/span>is innovating to enhance the appeal of its stores,<\/b> and attract and retain customers.<\/span> <\/p>\n For several years now, the company has relied on<\/span> marketing gamification <\/a>(the integration of interactive and playful elements into its marketing activities) to <\/span>energize its points of sale and online campaigns<\/b>.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The primary benefit of in-store marketing events is <\/span>to raise brand awareness. <\/b>In-store marketing events give the brand greater visibility, help it stand out from the competition and attract consumers to the store.<\/span> <\/p>\n This includes <\/span>the creation of POS (point-of-sale) advertising.<\/b>. To arouse the curiosity of consumers, Les Galeries created Tesla stands in their stores, giving the partner brand a high profile <\/strong>via an interactive quiz<\/a>. 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. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/11\/galeries-lafayette-animation-marketing.webp” alt=”galeries lafayette animation marketing” title_text=”galeries-lafayette-animation-marketing” align=”center” _builder_version=”4.27.2″ _module_preset=”default” custom_margin=”||1px|||” custom_padding=”42px|109px|42px|108px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In-store marketing operations can also be designed <\/span>to liven up the point-of-sale and engage customers.<\/b> and encourage them to make a purchase (or increase their average shopping basket). Marketing contests, offered via <\/span>interactive terminals <\/a><\/span>displayed in store allow you to :<\/span> <\/p>\n For Mother’s Day, Galeries Lafayette offered its customers a 100% winning<\/b> one-armed bandit<\/a>. 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.<\/span><\/span><\/p>\n The marketing game was also <\/span>available in mobile format in all stores.<\/b> 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 Ch\u00e2teaux stays, bouquets of flowers, gift cards, promotional codes, etc.). <\/span><\/p>\n These rewards also enabled the brand to target <\/span>a second conversion objective.<\/b> 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.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/exemple-gamification-borne.webp” alt=”example gamification in store” title_text=”example-gamification-terminal” align=”center” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”42px||41px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Les animations marketing en magasin peuvent, pour finir, permettre \u00e0 l\u2019enseigne de <\/span>renforcer le sentiment d\u2019appartenance \u00e0 une communaut\u00e9 <\/b>de marque et ainsi fid\u00e9liser ses clients.\u00a0<\/span><\/p>\n Les Galeries Lafayette ont l\u00e0 encore mis\u00e9 sur les animations gamifi\u00e9es pour r\u00e9enchanter leur programme de fid\u00e9lit\u00e9 en boutique. En organisant <\/span>une Roue de la Fortune<\/span><\/a>, l\u2019entreprise a pu <\/span>accro\u00eetre la visibilit\u00e9 de la carte Galeries Lafayette Mastercard,<\/b> \u00e0 travers <\/span>une activation post-achat<\/span><\/a>.\u00a0<\/span><\/p>\n
\nMais cette pr\u00e9f\u00e9rence recule chez les jeunes et oblige donc les marques \u00e0 dynamiser leurs points de vente physique en plus de leurs canaux en ligne, notamment en organisant une animation marketing en magasin<\/a>. <\/span><\/p>\n\n
What is an in-store marketing event?<\/strong><\/h2>\n
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\nL’objectif \u00e9tant toujours le m\u00eame : augmenter le trafic en magasin<\/strong>. <\/span><\/p>\nGamifying in-store sales events: the Galeries Lafayette example<\/h2>\n
1. Boost store awareness with brand animation<\/strong><\/h3>\n
\nLa marque va ainsi d\u00e9velopper des supports de publicit\u00e9 install\u00e9s directement dans sa boutique (en vitrine, devant l\u2019entr\u00e9e du magasin mais aussi dans les rayons) pour promouvoir le point de vente en lui-m\u00eame, un \u00e9v\u00e9nement de marque ou un produit. <\/span><\/p>\n2. Engaging in-store audiences with interactive kiosks<\/strong><\/h3>\n
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3. Build customer loyalty and increase in-store re-purchase rates <\/strong><\/h3>\n