Click and Mortar? Maximize Stores for Digital Growth

Author: Jarrod Davis

At any given moment in retail, these questions are being asked in the weekly marketing meeting:

“What are the numbers on our last digital campaign?”

“Wait, are those impressions or click-throughs?”

“How much time are they spending on the site once they click? They are clicking, right?”

Jessica Hendrix, CEO of Saatchi & Saatchi X, makes an intriguing observation about driving customers online. One media vehicle often left out of the marketing conversation is usually where it all began: a captive in-store presence.

A New Look at Brick and Mortar Marketing

Hendrix and her team at Saatchi & Saatchi X monitor marketing and shopping trends closely. She advises retailers not to shift all focus to digital. There’s a strong case to be made for planning a powerful brick and mortar campaign.

“It seems like all anyone in retail can talk about is online and how to get more impressions┬áto drive more shoppers to purchase digitally,” she begins. “But that could be because they’re not thinking about physical retail the right way.

“Look at it this way,” Hendrix illustrates, “Every week, 145 million Americans walk through Walmart stores. That’s millions of possible impressions and chances to convert browsers into shoppers.”

More Than a Store; Meet Your Media

The numbers don’t lie! Hendrix and her team do more than present the numbers. It’s all about obtaining that data then using it to grow brand, impressions, and eventually sales. Hendrix shows how to use the data in front of you to build business.

“To capitalize on those numbers, we need to think of stores as media,” she shows, “and how we can use the aspects of a physical space to deliver what online can’t.

“Consider using at-shelf execution to give shoppers a chance to feel the texture of something or get a whiff of a great new scent. Or, use retailtainment to demo products, so shoppers can experience the benefits for themselves.”

Building the Bridge from Brick to Click

With more marketing options that ever before, solid ideas can sometimes get lost in the glamour and glitz. Experts like the team at Saatchi & Saatchi X help businesses cut through the clutter each week to fine-tune a message for today’s shopper. Hendrix concludes with a reminder of not overlooking great strategies within reach.

“As technology pulls shoppers away, partner with an agency who knows how to make it work for you in-store,” she advises. “You’ll realize some of your strongest media has been there all along.”



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