[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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Consumer habits have changed, particularly with the spread of e-commerce and the increase in online sales. The way in which brands reach, engage and retain their customers must therefore adapt to these new practices. One of the most crucial challenges for companies is to increase in-store traffic, in particular through <\/span>drive to store campaigns. <\/b><\/p>\n \n These are an integral part of the<\/span> harmonisation of the online and offline shopping journeys.<\/b> In an increasingly omnichannel world, brands need to be able to engage and convert customers both in-store and online.<\/span> <\/p>\n In this article, we present the 4 most effective strategies for<\/span> attracting consumers to your shops<\/b> and converting them into loyal customers.<\/span> <\/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=”4.23.4″ _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=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Drive-to-store is a set of marketing strategies designed to<\/span> attract online customers to physical shops<\/b>. It’s an omnichannel approach that combines consumer geolocation, recommendation of the nearest point of sale and optimisation of the retail experience.<\/span> <\/p>\n While consumer habits have tended to go digital during the pandemic<\/span>, in-store shopping is not yet a thing of the past<\/b>. Customers continue to embrace the retail experience, whether to discover the world of a brand, test its products, or return or exchange an order placed online.<\/span> <\/p>\n Drive to store is therefore a central element of modern marketing<\/b>, and this despite the fact that<\/span> 62% of consumers<\/span><\/span><\/a> say they will refuse to buy from a brand if it has no online presence. The discovery stage is increasingly carried out via digital channels, but physical purchasing has not said its last word. <\/span><\/p>\n A recent study shows that <\/span>72% of people<\/span><\/span><\/a> who carry out a local search online <\/span>will go to a shop located less than 8 kilometres away<\/b> of their current location. This underlines the importance of an active online presence in redirecting qualified prospects to your points of sale. <\/span><\/p>\n What’s more, <\/span>28% of all local searches<\/b><\/span><\/a> result in a purchase.<\/b> A comprehensive omnichannel promotional campaign – one that harnesses the power of multiple channels – can help businesses attract visitors to their physical shops and generate more retail conversions.<\/span> <\/p>\n [\/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=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n An effective drive-in-store campaign therefore involves using a mix of digital and physical tools to<\/span> attract and convert customers in-store<\/b>. Here are the most effective ways of achieving this.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The particularity of Drive to Store is that, to be effective, this marketing strategy needs to target consumers who live or are located close to a point of sale. <\/span> Qualifying prospects<\/b> is therefore a crucial element in maximising the ROI of your media budget.<\/span> <\/p>\n A good way of achieving this is to<\/span> display your ads to a geolocalised audience<\/b> near a physical shop. Social networks such as Facebook, for example, have developed advertising targeting tools specifically for Drive to store. This is the case with Meta’s Store Traffic objective, which redirects users from an advertising insert to a physical point of sale. <\/span><\/p>\n Referencing your shops on Google Maps is another essential lever in any successful drive-to-store strategy.<\/span> 86% of consumers use Google Maps<\/b> to find local businesses.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The Click&Collect principle is simple. It consists of offering customers <\/span> collect their online order from the nearest shop.<\/b> The main advantage of this strategy is that it offers an alternative to home deliveries, which can occur when the customer is not at home. It is also a good way for consumers to save on postage costs. <\/span><\/p>\n For the brand, encouraging a customer who has already been won over (because they have just bought from the brand) in-store is beneficial in a number of ways. It’s an opportunity to <\/span> strengthen its links with the company<\/b> by immersing them in their world. This approach can also play a part in the post-purchase conversion strategy by recommending complementary offers to customers in shop. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Offering exclusive discounts to consumers in-store is a simple but effective way of<\/span> boosting your drive-to-store strategy.<\/b>. Les soldes disponibles uniquement en retail, mais aussi les op\u00e9rations de d\u00e9stockage sont d\u2019excellents leviers pour attirer ses clients dans un point de vente physique. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.24.2″ _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 Playable marketing<\/span><\/span><\/span><\/a> is another excellent way of <\/span>attracting consumers to the shop,<\/b> but also to convert them. Broadcast online, an interactive game can, for example, enable participants to win discount or purchase vouchers that are only valid in-store. <\/span><\/p>\n But gamification can also be used as a<\/span> lever for visibility and conversion<\/b> in a physical point of sale. Whether in the form of <\/span>a digital interactive terminal<\/span><\/span><\/span><\/a> or tablets available at the checkout, these phygital devices make the in-store experience more attractive and fun.<\/span> <\/p>\n Here again, it’s the opportunity to win rewards via an <\/span>in-store competition<\/span><\/span><\/span><\/a> that will<\/span> encourage consumers to enter the point of sale<\/b> and interact with the brand. Not to mention that, for the brand, it’s an excellent way of <\/span>collect qualified data<\/span><\/span><\/span><\/a>.<\/span><\/span> It will then be able to use this data to optimise its future digital drive-to-store campaigns.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _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-3″ _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Let’s move on to the practical side. <\/span>To boost the impact of a Drive to Store strategy<\/b>, here’s some advice to apply before, during and after the campaign.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Dive into granular reports. <\/b>The success of a Drive to Store campaign can mean different things to different advertisers. Granular reporting tools make it possible to drill down into the data that is relevant to the brand, depending on whether it just wants to increase traffic, convert new customers, increase its re-purchase rate, build customer loyalty or build its audience. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.4″ _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=”4.23.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
What is drive to store in marketing?<\/strong><\/h2>\n
<\/blockquote>\n
What are the most effective strategies for a drive-to-store campaign? <\/strong><\/h2>\n
<\/blockquote>\n
1. Localised advertising campaigns <\/strong><\/h3>\n
2. Offer Click & Collect<\/strong><\/h3>\n
3. Offer exceptional discounts to in-store customers <\/strong><\/h3>\n
4. Gamification to maximise in-store conversions<\/strong><\/h3>\n
Best practice for a successful drive to store campaign<\/strong><\/h2>\n
<\/ul>\n
Before the campaign <\/strong><\/h3>\n
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During the campaign<\/strong><\/h3>\n
After the campaign<\/strong><\/h3>\n