Digital visibility in stationary retail

Reaching local target groups at the right touch points to boost reach and sales figures: Why stationary retail should also rely on professional online marketing and how brands ensure effective, CI-compliant omnichannel communication in the retailer network through automated retail marketing.
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Digital visibility in stationary retail

Reaching local target groups at the right touch points to boost reach and sales figures: Why stationary retail should also rely on professional online marketing and how brands ensure effective, CI-compliant omnichannel communication in the retailer network through automated retail marketing.
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Julia Eckart - Content Manager & Marketing bei socialPALS

Julia Eckart
Marketing | socialPALS

Sorry, closed today: The losers of the pandemic

Since Corona began, it is no longer possible to explain away a lasting shift in channels due to people becoming accustomed to online shopping. A third of consumers no longer want to visit a stationary shop as often as they did before the pandemic, and among 18- to 29-year-olds, it is even almost half. Although this online shift has declined slightly following the loosening of the restrictions, the shops are not being visited more often after the lengthy closures than before the lockdown; the hoped-for “run” failed to materialise.

Support your local dealer: New awakening for PoS?

In other words, the crisis has had a lasting impact on consumer behaviour. Consumers are now spoiled with the “new normal” being online price search engines and same-day delivery. All market segments had to experience how dependent they are on external factors and how quickly their consumers migrate to the big players. An adapted communication strategy is needed to attract customers back to the shops.

The accelerated pace also changes the demands on local retail marketing. Instead of rigid campaign planning, it is crucial to address the target precisely by acting quickly and flexibly. In the short term, advertising packages must be put together that are thematically appropriate to the situation and can provide the necessary reach at any time – and often with an already reduced marketing budget.

The Marketing Mix: Digital is mandatory!

The challenge in acquiring new customers is the targeted placement of the advertising message: Consumers today use the online and offline world according to their needs. They look for opportunities to find out about businesses – be it in the Google Maps entry or on the company’s Facebook page. So how does the right advertising material reach the right target group at the right time at the right touchpoints? And how can these online contacts be converted into offline conversions?

The key to success here lies in digital retail marketing. The respective advertising network uses Interest-based, demand-oriented targeting for the precise playout of customised advertising messages. If the sender and the advertising media then highlight the advantages of shopping locally, nothing more stands in the way!

Video-Tip: You can learn more about the marketing mix of the “branch of the future” in the recording of our contribution to the webinar series of the same name by Shopgate und retail.red – available in German only:

The Brand: Credible sender vs. local reach

When potential customers search for products online, there are two sides to the problem: on the one hand, only the brand usually appears as the sender – on the other hand, the retailers have hardly any reach and visibility in the users’ local environment. While the brand’s advertising message is played out within the framework of national or international online campaigns, there is no connection to the respective region and thus to the brick-and-mortar retailers where the purchase is supposed to occur. The customer journey is therefore only inadequately covered.

With a decentralised distribution structure, it is therefore seldom possible to maintain the advertising pressure from the international or national level into the regional sales areas. As a result, prospective customers often buy from the more visible local competitor – or directly from the relevant well-known online shops (which, incidentally, are hardly equipped with a comparably high advertising budget).

The Retailer: Lack of resources for digital advertising measures

When potential customers search for products online, there are two sides to the problem: on the one hand, only the brand usually appears as the sender – on the other hand, the retailers have hardly any reach and visibility in the users’ local environment. While the brand’s advertising message is played out within the framework of national or international online campaigns, there is no connection to the respective region and thus to the brick-and-mortar retailers where the purchase is supposed to occur. The customer journey is therefore only inadequately covered.

With a decentralised distribution structure, it is therefore seldom possible to maintain the advertising pressure from the international or national level into the regional sales areas. As a result, prospective customers often buy from the more visible local competitor – or directly from the relevant well-known online shops (which, incidentally, are hardly equipped with a comparably high advertising budget).

The solution: Retail marketing with socialPALS

socialPALS is the first retail marketing platform on the European market. It brings brands and retailer networks together and creates a win-win situation that unleashes previously untapped potential. The cloud-based solution simplifies complex processes through centralized and automated retail marketing and strengthens brick-and-mortar retail through efficient, regional brand campaigns. As a result, it forms a decisive counterweight to the big players on the market. Find out how easy it is in the White Paper!

Want to learn more about digital visibility in retail?
Find in-depth info on this trending topic in our white paper!

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