Use in-store Advertising Robots for Retail Entertainment and Sales Lift

2020 was a difficult year for brick-and-mortar stores and 2021 doesn’t seem to be extremely different. While online shopping was on the rise last year, physical stores lost part of their market share due to restrictions and lockdowns.

However, customers still want to receive the full shopping experience which can only happen inside a brick and mortar shop. This is why physical stores should focus on in-store advertising strategies and tactics to attract and retain shoppers.

In this content, we are going to talk more about in-store advertising, the right tools to use in your advertising campaigns, and what are the benefits of using robots for in-store advertising.

Before we dig deeper into the subject, we should start with the basics.

What is in-store advertising?

In-store advertising is the act of communicating and promoting products inside a physical store. The promotion is made right at the point of sale, where customers are engaged and interested in purchasing.

While it is important to attract customers inside the store, in-store advertising efforts focus on retaining customers and converting them when they are already engaged. Apart from trying to sell to customers, an important part of in-store marketing is offering a great experience to shoppers and increasing customer satisfaction.

In-store advertising has evolved a lot in the last few years. While most retailers still focus on old-school tools, there are many innovations in retailtech, martech and adtech.

Fortunately, in-store advertising is no longer restricted to static cardboard displays and end caps. Robots, AR, VR, and digital displays are stepping inside stores to catch the attention of shoppers and increase the effectiveness of in-store promotions.

Let’s take a look at the best tools and solutions for in-store advertising. Yes, it includes robots too!

Tools for in-store advertising

As we’ve stated before, there are a lot of tools and solutions that can be used for in-store advertising or marketing. Some of them are easy on the budget, but they are not attractive enough, while others might be seen as a big investment, but their effectiveness can’t be disputed.

1.   Cardboard displays

Simple cardboard displays are some of the most common tools used for in-store advertising. Unfortunately, they are not as effective as we might like them to be. Moreover, their effectiveness is hard if not impossible to measure.

Due to the fact that we all are bombarded with so much information and promotions, customers no longer pay attention to instore distractions. They enter into an auto mode while shopping, and it might be hard to catch their attention with a simple cardboard display, no matter how punchy your message is.

2.   End Caps

End caps are great POP displays because they attract attention and they don’t take a lot of shelf space. People love to find products easily, instead of searching for minutes on end. That’s why end caps are still a good solution for in-store marketing.

3.   Augmented reality and virtual reality

The ratio of adoption of new technologies in the retail sector is lower than expected. There are only a few retailers who’ve used augmented reality or VR for their in-store advertising. However, these two technologies can help increase customer engagement, and ultimately increase sales. Since 82% of purchases are made inside the store, why not take advantage of that and use solutions that will actually engage customers?

4.   POS Robots

Robots have been everywhere for a few decades. Yet, these technologies are still news for most retailers. There are different types of robots available for the retail industry, from stocking robots to in-store advertising robots.

Including robotic POS displays in your instore marketing strategy comes with a lot of benefits. Let’s see how robots can help you promote your brand or store.

What is In-Store Advertising?

In-store advertising refers to promotional activities and displays placed within a retail environment to engage customers, promote products, and influence purchasing decisions. Unlike traditional advertising channels like TV or online ads, in-store advertising targets consumers at the point of sale, where they are already primed to make purchases. This proximity to the buying decision makes it a highly effective strategy for driving impulse purchases and reinforcing brand loyalty.

In-store advertising encompasses a wide range of formats, including signage, product displays, digital screens, and interactive kiosks. These tools are designed to attract attention, communicate value propositions, and create memorable shopping experiences.

Key Objectives:

• Increase product visibility and brand awareness.

• Drive impulse purchases and upselling.

• Enhance the overall shopping experience.

• Reinforce brand messaging and loyalty.

Types of In-Store Advertising

In-store advertising takes various forms, each tailored to engage customers in unique ways. Below are the primary types used in retail environments:

1. Point-of-Purchase (POP) Displays:

   • Placed near checkout counters or product aisles, POP displays highlight specific products or promotions. Examples include endcap displays, shelf talkers, and freestanding units.

   • Effective for promoting new products, discounts, or seasonal items.

2. Digital Signage:

   • Digital screens or video walls display dynamic content, such as product videos, animations, or real-time promotions.

   • Offers flexibility to update content quickly and engage tech-savvy shoppers.

3. In-Store Audio:

   • Background music or audio announcements deliver promotional messages or create a specific ambiance.

   • Often used to advertise store-wide sales or highlight specific products.

4. Interactive Kiosks:

   • Touchscreen kiosks allow customers to browse products, check prices, or access personalized offers.

   • Enhances engagement and provides valuable data on customer preferences.

5. Floor Graphics and Aisle Signage:

   • Floor decals or hanging signs guide shoppers to specific products or promotions.

   • Effective for directing foot traffic and creating visual interest.

6. Product Sampling and Demonstrations:

   • Live demonstrations or free samples allow customers to experience products firsthand.

   • Commonly used for food, cosmetics, or electronics to encourage immediate purchases.

7. Window Displays:

   • Eye-catching displays in store windows attract passersby and entice them to enter the store.

   • Often used for seasonal campaigns or brand storytelling.

Benefits of In-Store Advertising

In-store advertising offers several advantages that make it a cornerstone of retail marketing strategies:

1. Proximity to Purchase Decisions:

   • By targeting shoppers in the store, ads influence decisions at the moment of purchase, increasing the likelihood of conversions.

2. Enhanced Customer Engagement:

   • Interactive and visually appealing ads create memorable experiences, fostering stronger connections with the brand.

3. Increased Impulse Purchases:

   • Strategic placement of POP displays or promotions can trigger spontaneous buying behavior, boosting sales.

4. Customizable and Targeted Messaging:

   • Retailers can tailor ads to specific store locations, customer demographics, or seasonal trends, ensuring relevance.

5. Cost-Effective:

   • Compared to mass media campaigns, in-store advertising often requires lower investment while delivering high impact due to its targeted nature.

6. Data Collection Opportunities:

   • Digital kiosks and interactive displays can collect customer data, such as preferences or behavior, to inform future marketing strategies.

7. Brand Reinforcement:

   • Consistent in-store messaging reinforces brand identity and loyalty, creating a cohesive shopping experience.

Challenges of In-Store Advertising

Despite its benefits, in-store advertising comes with challenges that retailers must address to maximize effectiveness:

1. Clutter and Overload:

   • Too many ads or poorly designed displays can overwhelm shoppers, leading to disengagement or irritation.

2. Space Constraints:

   • Limited store space can restrict the size and number of displays, requiring careful planning to avoid cluttering the shopping environment.

3. High Maintenance Costs:

   • Digital signage and interactive kiosks require regular updates, maintenance, and technical support, increasing operational costs.

4. Measuring Effectiveness:

   • Tracking the direct impact of in-store ads on sales can be challenging, requiring advanced analytics or customer feedback mechanisms.

5. Consumer Fatigue:

   • Overexposure to promotional messages may desensitize shoppers, reducing the impact of ads over time.

6. Consistency Across Locations:

   • For chain retailers, ensuring consistent branding and messaging across multiple stores can be logistically complex.

Best Practices for Effective In-Store Advertising

To overcome challenges and maximize impact, retailers should follow these best practices:

1. Keep It Simple and Clear:

   • Use concise messaging and bold visuals to capture attention quickly. Avoid cluttering displays with excessive text or graphics.

2. Leverage Data and Personalization:

   • Analyze customer data to create targeted promotions that resonate with specific demographics or shopping behaviors.

3. Optimize Placement:

   • Place ads in high-traffic areas, such as entrances, checkout counters, or popular aisles, to maximize visibility.

4. Incorporate Technology:

   • Use digital signage, augmented reality (AR), or mobile integrations to create interactive and engaging experiences.

5. Align with Brand Identity:

   • Ensure all ads reflect the brand’s tone, values, and aesthetic for a cohesive customer experience.

6. Test and Iterate:

   • Experiment with different ad formats and track performance metrics (e.g., sales lift, foot traffic) to refine strategies.

7. Balance Promotion and Ambiance:

   • Avoid overwhelming shoppers by balancing promotional content with a pleasant store environment, using lighting, music, and layout effectively.