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Research Outline

Prepared for Charley S. | Delivered January 8, 2020

Driving In-Store Foot Traffic

Goals

To obtain information on some best practices regarding driving in-store foot traffic by utilizing digital media such as email, YouTube and other social media. Ideally, the data would be specific to safety apparel, but general data is also acceptable if information related to that niche market is not publicly available.

Early Findings

  • By targeting the right consumers both at home and on the go, Drove was able to increase in-store foot traffic by 11% using in-app advertising.
  • Offer something unique in the store that customers can't get if they shop online. IKEA created a Facebook challenge that resulted in 100 consumers being able to spend the night in the company's warehouse. Each person got to select the mattress, sheets and pillows they would sleep with so it was personalized for each person.
  • Space Ninety 8 uses social media to advertise the activities that consumers will find in the store such as yoga classes, art classes, and album signings.
  • Use geofences to make targeting hyper local so that impressions are not wasted on people that are unlikely to visit a location due to distance.
  • Offer in-store deals that can only be accessed by taking certain actions on social media such as checking in or tagging the retailer.
  • Retailers can conduct a fundraiser for a local charity and offer customers a free gift if they reach a certain donation level and make that donation in store. Many consumers are looking for companies that are socially responsible and being able to donate to a cause they support while also getting something for themselves may appeal to people.
  • Engage with customers who have already opted in to messages from a brand by sending them exclusive deals that can only be redeemed in in-store.
  • Make in-store appointments with customers as studies show that consumers are more likely to make a purchase after in-person appointments. For a safety apparel store, this could be an appointment to review the safety needs of the customer and make personalized recommendations of which products will best meet those needs.
  • Provide events with in-store experts so customers can get their questions answered and feel confident they are buying products they truly need.
  • Before conducting any digital media marketing, be sure to identify which platforms your target consumers are using. It is important not to spend money on Facebook promotions if most of the target consumers are on Instagram.
  •  Train the employees who will be posting on social media so they know the most effective types of posts, the time of day to post, and how to take the best pictures to drive traffic.
  • Use Google Analytics to track store visits.