Every day, consumers are dropping by your establishment, either to window shop or to make an actual purchase (or perhaps for a bite to eat, depending on your industry). Some marketers may believe that to increase revenue, they should focus completely on getting new customers. However, according to internal research by SumAll, a social analytics platform, 25% to 40% of the total revenues of the most stable businesses in the SumAll network come from returning customers. This data helps demonstrate the importance of customer retention and brand loyalty. Over the years, marketers have realized that it is much easier to sell to an existing customer, than to sell to a new one.
There are certain effective ways to increase repeat business, while also building brand loyalty and trust. In-store digital advertising can be one especially effective medium for accomplishing these goals.
Here are some tactics that will help you market in your venue, as well as drive repeat business through the use of your in-venue digital displays.
Eliminate Negative Content
When consumers enter a store, they’re opening themselves to the possibility of spending money on your products. As the party offering the product, you need to make sure your customer has every reason in the world to spend money with you.
As the seller, you are not just selling a product, but an attitude. Displaying negative content on your digital display can give your customers anxiety or doubt about your business. Since many digital displays showcase social media, you may have to manually pre-approve content if you have an issue with trolls. But besides your own content, take care to curate news that encourages shopping instead of putting shoppers in a bad mood.
Actual Mevato Client Screen Capture – The Madison Bar + Kitchen
The wrong kind of news and information will instill doubt in your customers, and creating a negative experience does not usually result in return shoppers. Negative content should be avoided – take care to display only positive content. This will help your customers feel comfortable, which works to increase the possibility of them coming back.
Feature Your Fans
Public figures and celebrities aren’t the only ones with loyal fan bases – fans of your company and local influencers can be an asset when determining how to market in your venue. For some people, seeing their faces on display screens can be embarrassing. But for many others, it can be a funny and memorable experience; perhaps even a badge of pride.
By associating themselves with certain people, products, or brands, people feel a sense of belonging. This helps them become not just fans, but fanatics, sharing their love on their own social media profiles. When these fans are noticed or appreciated by their idols/loved brands, they’ll go crazy with happiness —and brand broadcasting.
To promote your business and increase brand loyalty, featuring fans is an important tactic. You can ask for their permission first, if you feel the need.
You can also make your fans/customers feel appreciated by featuring some of them on your display screen. Not only it might make them happy, but other customers will take notice of it, and want to take part and get attention to be featured as well.
You can choose who to feature by looking through those that engage with your company’s social media, and other related online comments/reviews. Just make sure to feature happy, positive, and fun users to promote your business as positively as possible.
Interaction & Social Media
Social media “word of mouth” advertising has been one of the best ways to get new customers over the last several years.
One major component of digital display are the apps that can be installed. Some of these apps relate to social media, and allow you to create an interaction with consumers. These interactions will keep them entertained (and brand engaged), especially when waiting.
Kid-friendly apps can keep children occupied while parents take care of other things. Social media apps that show posts from consumers (by mentioning the brand or using a hashtag) are a great way to interact using digital signage. Through apps, you can encourage customers to share their purchases on Instagram with the use of a specific hashtag. Following up customer posts that get featured on digital signage creates a dialogue about your brand or product.
This output can create excitement as customers interact with the digital signage apps, and await their message to appear on the social media display. These interactions make customers feel more appreciated. It’s also a way to make them feel that you’re more trustworthy and personable. Trust and satisfaction can develop into a customer loyalty. The build of anticipation and excitement translates customer satisfaction, return business, and new revenue.
To get customers back in your venue, give them what they need. It’s not rocket science!
Interaction will give you a chance to build your customer base, and can be a valuable opportunity for receiving feedback about your business. If customers let you know about any problems on their reviews or on social media, it’s your chance to act and make it right. Instead of losing their trust in you, they’ll know that you pay attention to them, and that you can solve their problems.
Take the opportunity to express your appreciation with your consumers inside your venue with the help of digital displays, allowing you and your customer to shine. Still building a customer base? It’s not as hard as you think, as long as you act strategically. Let Mevato help.
