In her latest article for AdAge, Clara Shih talks about using social media to boost engagement on a local level. Even big brands like Walmart are creating social media pages for each store in an effort to connect with local customers and push content that’s especially relevant to them. She makes the observation that “in-store and digital experiences are merging,” which we couldn’t agree with more. As more and more consumers start shopping with a smartphone in one hand and a credit card in the other, retailers need to be ready to engage with shoppers digitally.
Shih notes that one of the challenges of this is bringing the social media or e-commerce team and the field store operations team together. If brands are going to do in-store digital engagement well, it’s crucial that it be part of a unified effort between all aspects of traditional shopper marketing, sales, and social media.
At Pongr, we love a unified approach. We love in-store point-of-sale displays that urge shoppers to snap a picture with their phone and send it in to get exclusive content. We love advertisements whose photo-triggered direct responses send shoppers into the store with special offers. We love packaging that gets consumers to participate in shopper promotions and sweepstakes. We love a lot of other things, too, but you probably see where we’re headed by now.
Direct response photo marketing is the best way for brands to blend digital and local experiences. If you’re interacting with your consumers on just one level, you’re missing valuable opportunities to build brand loyalty and drive sales. Almost every customer that walks into your store or sees your ads or packaging will have a mobile phone, and most use them quite frequently throughout the day. Not only is mobile marketing the easiest way to reach shoppers, 82% of consumers say they want to engage retail brands via mobile channels.
Many consumers clearly expect their shopping experience to include a digital component. Make sure you’re not disappointing them and missing out on an important avenue for engagement and interaction. Add image recognition-powered photo marketing tools to your arsenal. Contact Pongr for more information.