Integrating Online And Offline Marketing Strategies In-store

Examples of cross-channel marketing:

• Promotional text messages that link to web pages.
• Use of QR codes in-store that link to relevant online shopping pages and/or more detailed product information.
• Email or SMS marketing that provides a phone number or link and encourages consumers to call and speak to a customer service team member.
• Printed signage in hospitality venues, such as restaurants or salons, that encourages customers to share pictures of their meal or haircut on social media.

"Firms that better coordinate their multiple channels may improve consumers’ trust, increase their loyalty, boost their conversion rate, and create greater opportunities to cross-sell"- Li and Cao (2015) [1].

Why do I need to utilise cross channel marketing at my point of sale?

Ensuring that your business communicates and functions cohesively across channels will allow your customers to engage in the way that works for them, rather than being forced into a certain type of brand engagement, which could be off-putting.

A cross-channel strategy recognises your customers' individual needs and provides them with more flexibility. This results in the public having a more pleasant experience with your brand.

This idea is confirmed by a research paper on integrated multichannel retail, in which the authors note that 'the distinctive channels should complement each other to increase the possibility that consumers may easily find the most relevant one for their needs' [2].

In the book Pervasive Advertising, J. Müller and colleagues point out that the level of involvement the customer has with a purchase and the strength of their relationship with the brand, product or service will affect sales figures. They argue that "involvement is critical to advertising because it can significantly impact the purchase decision process" [3].

Therefore, a strong cross-channel marketing strategy should aim to encourage maximum customer engagement with the brand both online and offline, in order to strengthen the customer's involvement and, ultimately, increase sales.

Shop bespoke printed signs

Your point of sale advertising and displays act as customer touchpoints along their journey. Be sure to include a call-to-action at these touchpoints which encourages them to interact across channels, such as asking them to interact with social media, to scan a QR code to get more information, or to fill out a review or survey.

Ensure your social media links and website details are printed on all the posters that you display, whether on pavement signs, snap frame posters or in your window displays.

Shop printed pavement signs

Create a sense of community via comprehensive communication with customers across channels - communicate online, on digital signs, paper posters, and brochures and flyers. Social media sites are a hotspot for online community-building, so advertise these clearly at your POS. Many passersby won't have time to stop and enter your premises the first time around. If, however, your social media and website are clearly advertised and easily accessible, they can type in your name or follow a QR code link in order to find out more information.

If your retail displays and signage make it easy for consumers to follow up online, however, they can quickly connect to whichever resource you want, and then save all the information to their mobile device.

It stands to reason that a customer who has a number of favourite looks, meals or products saved to their phone, will be reminded of the sense of desire they felt for that item, and will be more likely to return and actually make a purchase through one of their preferred channels.

Showing positive comments and reviews from social media on your digital POS displays could help to increase customer trust in your brand and lift sales.

Social media comments are the new word-of-mouth advertising, and researchers suggest that it could be beneficial to display these on your signage, stating that they 'provide the consumer with an impression of innovation for the product or the brand in question, as well as for the retailers themselves' [4].

Shop digital posters

Using digital posters to display your cross-channel advertising can have additional benefits to customer enthusiasm and engagement, beyond an extra opportunity to advertise products and services.

Integrating digital technology into bricks-and-mortar stores has been shown to 'reduce the boundaries between classical in-store atmospherics and e-atmospherics' and 'increase the level of satisfaction and the positive patronage and recommendation intentions' [5].

• Provide extra product information.
• Provide directions to a product or store.
• Link to an online survey and/or competition.
• Allow customers to pay ahead of time and skip queues.
• Take them directly to a wish list or look book, making it easy for them to build a list of products or services they would like from you.
• Show them products which are recommended for use with another.

How to create a QR code

Creating a QR code couldn't be easier, as there are many free QR code generators available for use on the internet. Simply provide the generator site with the URL that you wish the code to direct to.

Do always check, however, that the code works and scans correctly before investing in a large print run of these.

How to print a QR code

Once the QR code has been generated, it can be used straight away. You don't need any specialist equipment for this, you can even use a home printer.

Why not get your business signage printed by us here at UK POS? Simply include the QR code on your print design template, and we'll create your high-quality prints.

Shop suggestion boxes

Gathering feedback is important for all businesses to assess whether their strategies are working.

Encourage your customers to fill in surveys or provide feedback both online and in store, and compare the results to ensure you're providing a consistent quality of service across the various mediums.

Incentivise participation by giving them entry into a competition, or a discount, in exchange for their feedback.

Ensure that you're adding value for your customers wherever possible. Also, it's important to make this interaction both convenient and appealing.

A recent study found that businesses must make additional interventions in order to motivate customers to interact with these touchpoints. Otherwise, consumers will only access the information while doing so is quick and convenient. Quick, convenient access will 'greatly increase the likelihood that they will access it' [6].