Drive to Store or how to increase customers through ad hoc digital strategies within your stores. Let's discover the most suitable tools together
When we talk about Drive to Store campaigns, we refer to advertising campaigns with the goal of bringing potential customers into a physical store, quantifying their numbers, and determining the cost of acquisition.
A Drive To Store strategy serves as the bridge between the online and offline marketing worlds.
Today, GPS technology and mobile applications allow businesses to encourage potential customers to visit a nearby physical store through display banners or videos with customized calls to action, gradually replacing more traditional means such as paper flyers or billboards.
This provides a more cost-effective and measurable way to attract customers. Therefore, the core of a Drive to Store campaign is traceability, with Footfall Analysis as a crucial element.
Footfall Analysis refers to the analysis of pedestrian traffic to the point of sale, a tool to measure the increase in store visits, purchases, and the cost for each incremental visit to the point of sale. In addition to monitoring campaign performance, this detailed report provides user behaviors, preferences, and socio-demographic information while respecting privacy.
Operational Modes of Drive to Store
Proximity: Based on the geographical coordinates of stores (longitude, latitude), a maximum radius is defined within which you wish to reach users in real-time, inviting them to visit the point of sale through a call to action.
Competitors: The goal is to attract customers from competitors through tailored offers to those who are actually present in rival stores in real-time, using their geographical location.
Retargeting: It's possible to intercept users who have visited your stores or those of your competitors up to a maximum of 6 months, with the intent of bringing them back to your store.
How Does a Drive to Store Campaign Work?
The 3 fundamental steps are:
Define the target audience (age, gender, GEO).
Choose the operational mode between Proximity, Competitors, and Retargeting.
Monitor in-store users and purchases.
Why Use Drive to Store?
Among the advantages offered by these innovative campaigns are:
Precision of the Target: Thanks to the geo-behavioral approach, you can reach specific, profiled users based on their behavioral characteristics on mobile apps and websites.
Measurability: Real-time data allows you to optimize campaigns promptly, identifying the main sources of success and providing a quantitative assessment of the results.
Advanced Analysis: Footfall Analysis examines the effectiveness of a DTS campaign by associating visitor data with socio-demographic information to obtain a more complete user profile.
Cost Efficiency: Maximizing advertising budgets, optimizing results, and achieving a higher ROI.
Data Monitoring during Set-up, During, and Post-Campaign.
Data Monitoring and E-BC Local Technology:
Thanks to E-BC Local technology, we can offer exclusive measurement capabilities, allowing you to know precisely:
The number of people reached.
Store visitors, their behaviors, preferences, demographic characteristics, and which audience segments are more receptive to the campaign.
Details about competitor stores.
Digital and physical represent two sides of the same coin and form a virtuous circle by collaborating and reinforcing each other. Investing in a Drive to Store campaign means strengthening and enhancing the customer experience. For the implementation of an omnichannel strategy, rely on E-Business Consulting, a digital marketing agency that can support you in developing a project from online to offline for your store.