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Introduction
Generating customer flow at the point of sale is the lifeblood of every retailer. A task that has become difficult for convenience stores. With the rise of online sales and social networks, attracting customers' attention is becoming increasingly complex. However, there are a number of best practices you can follow to generate visits and boost sales: optimized shop windows, web and drive to storeephemeral events and 6 other useful marketing tools!
What is in-store traffic?
Traffic refers to the number of people visiting a store during a given period. This key indicator of a physical store's performance can be calculated on a daily, weekly or monthly basis. The more traffic there is on site, the more likely it is to lead to that coveted sesame: the local purchase. That's why this recurring presence is often the first point to measure the effectiveness of your communication, or of any other traffic-boosting initiatives, such as promotions, special on-site events or improved customer experience.
How do you measure traffic to your point of sale?
A variety of tools can be used to measure the flow through your store. Most often, a people counter is installed (laser located in gantries, calculation of the number of door openings...). More often than not, retailers can find this data in their cash register software.
How do you measure the impact of marketing actions on in-store traffic?
There are several more or less complex ways of measuring the impact of your actions. You can, for example, use a promo code dedicated to each of them; the number of times the promo code is used represents the number of conversions attributed to the corresponding action. In this way, you can calculate the conversion rate of each of your campaigns.
You can also aim wider and integrate indirect conversions, matching every sale made by a customer reached by your campaign.
Finally, a message with an incentive such as "Show me at checkout and get 20% more" can serve you well as a measurement tool. All you have to do is count the number of items sold with this promotion to calculate the ROI of your operation.
By keeping a close eye on your customers' comings and goings, you can adjust your strategy in real time to achieve your sales and profitability targets.
The drive to store, the marketing strategy to generate traffic in store
Drive to store" is a web strategy designed to attract potential customers to a physical store. The aim is to use digital channels such as online advertising, social networks and SMS marketing to ensure a high level of online and offline communication to generate on-site traffic.
This method often involves the use of geo-targeting techniques to reach consumers in the vicinity of your local store. These ads can take the form of banners, videos or other formats, and can be distributed across different online channels to reach a wide audience.
The aim is to stimulate customer interest in your brand. Exclusive promotions, time-limited offers, loyalty benefits... anything to attract more visitors to your store. By tracking the performance of "drive to store" campaigns using data analysis tools, companies can optimize their strategy and increase their return on investment.
Why SMS is ideal for generating in-store visits?
SMS is a highly effective loyalty and promotional tool for attracting customers to your business. By running promotional campaigns SMS (promotions, private sales, stock clearance, etc.), whether occasional or frequent, you can ensure recurring, stable traffic to your business. The read rate of a SMS is close to 95% within 4 minutes of receipt, so this medium offers you the guarantee of being visible to your database, but also of being remembered: SMS marketing memorization rate: 60% (source: INSEE)
SMS = marketing tool?
Targeted and customizable, SMS can also be enriched with content such as a URL link, an image (MMS), a dematerialized offer (m-coupon), etc. Contact management and statistical campaign feedback make SMS one of the most relevant media for mobile communications.
How to use SMS to create point-of-sale visits?
Here are a few ideas on how to use SMS to increase traffic to your business:
Send special offers:
Exclusive promotions transmitted digitally to customers will encourage them to come to the point of sale to take advantage of them - this is the basis of drive to store.
Example:
SMS private sale
⚡ Flash sale tomorrow!
30% discount on your entire store.
Exclusive to our best customers.
Present this message at the entrance. Meet at [Store name].
Use promotional codes:
Promotional codes reserved exclusively for consumers enrolled in your online loyalty program have a dual beneficial effect. These codes can obviously be used in-store for discounts, but they also give the feeling of being part of a privileged experience, of being enrolled in a useful program, and they also benefit your brand image.
Example:
SMS promotion
🔥 Exceptional offer!
-30% off ALL stock this weekend only!
Don't miss this opportunity!
Visit [Name of retailer]. ⏳
Send appointment reminders:
If you offer beauty care services (hairdressing, manicure, massage) or recurring services (maintenance, technical inspection...), you can send appointment reminders via SMS to reduce cancellations and missed appointments by a factor of 4.
Example:
Appointment reminder
📅 Hello [First name],
a reminder of your appointment at [Salon name] on [date] at [time].
We look forward to welcoming you!
If you need to modify or cancel, please contact us at [number].
See you soon! ✂️💇♂️
Promotion of new products :
By using SMS to inform your customers about new products, you can guarantee that they will be seen by as many consumers as possible, especially your customers who have already shown their liking for your products. Encourage them to come and discover new products, and guarantee a high return on investment.
Example:
SMS new products
✨ Our new collection is available today!
Discover our latest products and benefit from
20% discount on your first purchase. 🛍️
See you soon at [Company name]!
Creating a sense of urgency, a key to in-store traffic:
Use short, punchy messages to create a sense of urgency, informing your customers of a last-minute special offer or in-store private sale. This can encourage them to get to your store quickly so they don't miss the opportunity.
SMS is a direct and effective way of communicating with your customers, increasing in-store traffic and building customer loyalty.
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9 techniques to boost your store's traffic :
Welcome to the world of retail marketing, where generating excitement around your physical business is the key to success. Here are a few strategies that can help you attract more customers:
Optimize the showcase:
Your store window is your first impression with potential visitors. By optimizing it to be eye-catching and engaging, you can grab the attention of passers-by and entice them into your store. Make sure you share your message visually, with key products and your new collection visible at first glance. Don't forget to include the opening hours and prices of the products on display. If your company has won an award (Meilleur Ouvrier de France, for example), don't hesitate to highlight it.
Give your discount policy a boost:
Offering exclusive promotions, discount vouchers or an extra percentage for several purchases = real incentives. Communicating around these benefits is simpler and will enable you to build customer loyalty to guarantee traffic with each campaign and over the long term. The SMS website, with its agility and record penetration rate, is the ideal channel for communicating limited-time offers, special discounts for members, free gifts with a purchase, and so on.
Organize special events:
Vernissages, private sales, product demonstrations and launches, and workshops are all great opportunities for a local merchant to build up a quality clientele. (Yet another area where SMS can help boost your visibility 😉)
Advertise locally:
Physical or Internet advertising campaigns are another great way to attract more customers. Go local to keep costs down. Use local advertising media such as newspapers, magazines, local websites, billboards, flyers, leaflets, radio or TV ads to publicize your store and the offers you make.
Reward loyal customers:
You've probably seen this sentence somewhere: "It costs three times as much to recruit a customer as it does to retain one." And it's true. Offer rewards to your loyal customers, such as discount coupons, gift cards for their birthdays, bonus points to feed a loyalty program. This will not only encourage them to return to your store, but also potentially convert them into ambassadors for your brand. SMS is also an excellent tool for building customer loyalty.
Create an exceptional customer experience:
A quality customer experience, or the careful treatment of each person entering your store, can make all the difference. This is what we call clienteling. By creating a pleasant, welcoming environment and offering high-quality products, your efforts will be rewarded by a steady flow of customers.
Create Facebook, Instagram and Google My business profiles:
Social media is a great way for local businesses to have a web presence. Facebook and Instagram profiles allow you to communicate directly with your loyal customers, share information about your products and services, and promote your brand to a wider audience. Google My Business, for its part, will help you to exist on the web, with or without a website, and provide you with credibility and an online showcase to increase footfall at the point of sale, and provoke purchases.
Use location-based advertising:
Geotargeted ads target customers based on their geographical location. Using digital advertising tools such as Google Ads or Facebook Ads, you can create ads that target consumers within a specific geographic radius of your store. You can also use data from your existing subscribers to find new prospects with similar interests.
Use influencer marketing:
It's about working with influencers (or Key Opinion Leaders) to promote your business, your products and trigger the buying action. By working with influencers who have a large and engaged local audience, you can draw attention to your brand and encourage their followers to visit you.
Its actions take many forms, from sponsored posts to product reviews and brand mentions. It's up to you to decide how to use this strategy, which has become increasingly popular in recent years as social media has gained in importance as a marketing tool.
Conclusion:
By using these and other strategies, you can increase in-store traffic and increase the chances of making sales and retaining customers. Physical retail is far from dead. Digitalization is also an opportunity you can take advantage of by applying drive to store and web to store strategies. Once these strategies are in place, don't forget to measure your results by calculating the conversion rate and the return on investment of your campaigns.
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