Drive-to-store: strategies that work in 2024
Posted: Sat Dec 28, 2024 6:03 am
Drive to store is a marketing concept that groups together communication actions seeking to generate traffic in stores . The objective is to develop the turnover of your points of sale by encouraging consumers to go there.
Drive-to-store strategies are booming and represent 66% of French retail advertising budgets, or nearly 74 billion euros per year 1 . Are you wondering what operations to implement to attract customers to your points of sale ? We take a look at the drive-to-store strategies that will work in 2024.
1. Implement a presence management strategy to generate in-store traffic
2. Invest in geolocalized advertising to attract customers to stores
3. Use direct marketing to increase your drive to store
Conclusion
presence management strategy drive to store
1. Implement a presence management strategy to generate traffic at points of sale
To attract customers to your store , you first need to make it easy for your consumers to find your points of sale online. Indeed, how do you expect to generate drive- to-store if no one knows you exist?
To develop your local visibility, we advise you to work on your presence management strategy . Open and update local pages on social networks, Google My Business listings and pages on local online directories. Remember, you must do this for each of your local establishments.
Did you know that 72% of consumers who perform a local search online then visit a store within 8 km of their location ? Presence management is therefore a strong lever for drive to store .
local listing Google My Business drive to store
Example of a local listing on Google My Business
We can also note that in the era of omnipresent smartphones (yes, they are almost grafted into our hands), nomadic consultation is reaching a peak. It would be a shame not to appear in local searches by mobile users on the move. In fact, 78% of local searches on mobile generate an offline purchase 3 .
Let's take Pauline as an example. She has an appointment with her doctor and, since she's early, she's looking for a café to have a cold Perrier while she waits. She consults Google Maps and the Google listings of the bars around her. A good rating, nice photos of the shaded terrace, plus there are crepes
(yum!). Hop Pauline has made her choice in 5 seconds and comes to your establishment! If she hadn't found your café during her online search, she wouldn't have come to your establishment.
geolocated drive to store advertising
2. Invest in geolocalized advertising to attract customers to stores
Another way to develop your drive to store is to invest in local advertising that directly targets consumers in your catchment areas. Geolocalized ads allow you to capture the Internet user when they are searching for a product or a point of sale. They appear by showing precisely the product that the consumer is looking for and offer them a place to purchase in the geographical vicinity.
You can create local advertising campaigns on Google, the display network, social networks or even GPS navigation systems. Keep in mind that your content must be locally personalized to generate in-store traffic .
local geolocalized advertising facebook ads drive to store
Example of geolocated advertising on Facebook
Let’s take Loïc’s example. He leaves his university and looks on the internet at the new models of his favorite shoes. He sees one of your geolocalized ads that appears directly on Google. That’s good, your sneaker store is located only 5 minutes walk from his location. The offer ends tonight… Loïc thinks it’s time to go try on a new pair! Like Loïc, 68% of smartphone users have already used the “Get directions” or “Click to call” options in local mobile ads 4 . Which proves the effectiveness of this drive to store strategy !
Finally, have you heard about the end of third-party albania mobile phone number list cookies on Google Chrome in the second half of 2024 5 ? This change could affect geolocalized drive to store advertising strategies . But don't worry, we'll keep an eye out for announcements to keep you informed of changes. And then, it's certain that solutions will be found so that local ads are just as effective and advertisers are satisfied!
direct marketing drive to store
3. Use direct marketing to increase your drive to store
Another drive to store strategy that works in 2024 is to use direct marketing to stay in touch with your consumers and build loyalty. The idea is to stay close to your customers and create regular contacts with them. This allows you to stay in their minds when they need to make a purchase and thus generate traffic in store ! This fits perfectly into a customer lifecycle approach: 2 years of membership in the loyalty program, customer birthday, etc. All opportunities to subtly attract customers to points of sale .
Direct marketing can be used for loyalty (birthdays, etc.) as well as offensive (push communications of promotional offers, etc.). To contact your customers you can use SMS, newsletters, voice messages or even RCS (Rich Communication Services). RCS allows you to send interactive communications to mobile users directly in their SMS messaging system. They are similar to newsletters with animations and calls to action.
To develop your drive to store , you can announce local events, exclusive promotions, contests, wish a birthday, etc.
Let's take Adele as an example. She needs to change her glasses but doesn't take the time to do it. She receives an RCS from you (you are an optician) to wish her a happy birthday and offer her 15% off a new pair. Your message contains a direct link to make an appointment at your establishment, easy for her. She thinks that it's now or never, she clicks on your link and goes to your store the next day.
RCS message sms drive to storeExample of RCS
Conclusion
Drive to store allows you to attract customers to points of sale using different marketing techniques. To begin with, you need to implement a presence management strategy accompanied by geolocalized advertising campaigns . We also recommend using direct marketing to build customer loyalty and thus develop your drive to store .
By combining these three strategies, you are sure to generate in-store traffic !
To support you in your drive-to-store strategies , you can rely on a local marketing platform like Digitaleo. This tool allows you to manage all aspects of your drive-to-store (presence management, local advertising, direct marketing, etc.) within a single interface and for all your points of sale!
Drive-to-store strategies are booming and represent 66% of French retail advertising budgets, or nearly 74 billion euros per year 1 . Are you wondering what operations to implement to attract customers to your points of sale ? We take a look at the drive-to-store strategies that will work in 2024.
1. Implement a presence management strategy to generate in-store traffic
2. Invest in geolocalized advertising to attract customers to stores
3. Use direct marketing to increase your drive to store
Conclusion
presence management strategy drive to store
1. Implement a presence management strategy to generate traffic at points of sale
To attract customers to your store , you first need to make it easy for your consumers to find your points of sale online. Indeed, how do you expect to generate drive- to-store if no one knows you exist?
To develop your local visibility, we advise you to work on your presence management strategy . Open and update local pages on social networks, Google My Business listings and pages on local online directories. Remember, you must do this for each of your local establishments.
Did you know that 72% of consumers who perform a local search online then visit a store within 8 km of their location ? Presence management is therefore a strong lever for drive to store .
local listing Google My Business drive to store
Example of a local listing on Google My Business
We can also note that in the era of omnipresent smartphones (yes, they are almost grafted into our hands), nomadic consultation is reaching a peak. It would be a shame not to appear in local searches by mobile users on the move. In fact, 78% of local searches on mobile generate an offline purchase 3 .
Let's take Pauline as an example. She has an appointment with her doctor and, since she's early, she's looking for a café to have a cold Perrier while she waits. She consults Google Maps and the Google listings of the bars around her. A good rating, nice photos of the shaded terrace, plus there are crepes
(yum!). Hop Pauline has made her choice in 5 seconds and comes to your establishment! If she hadn't found your café during her online search, she wouldn't have come to your establishment.
geolocated drive to store advertising
2. Invest in geolocalized advertising to attract customers to stores
Another way to develop your drive to store is to invest in local advertising that directly targets consumers in your catchment areas. Geolocalized ads allow you to capture the Internet user when they are searching for a product or a point of sale. They appear by showing precisely the product that the consumer is looking for and offer them a place to purchase in the geographical vicinity.
You can create local advertising campaigns on Google, the display network, social networks or even GPS navigation systems. Keep in mind that your content must be locally personalized to generate in-store traffic .
local geolocalized advertising facebook ads drive to store
Example of geolocated advertising on Facebook
Let’s take Loïc’s example. He leaves his university and looks on the internet at the new models of his favorite shoes. He sees one of your geolocalized ads that appears directly on Google. That’s good, your sneaker store is located only 5 minutes walk from his location. The offer ends tonight… Loïc thinks it’s time to go try on a new pair! Like Loïc, 68% of smartphone users have already used the “Get directions” or “Click to call” options in local mobile ads 4 . Which proves the effectiveness of this drive to store strategy !
Finally, have you heard about the end of third-party albania mobile phone number list cookies on Google Chrome in the second half of 2024 5 ? This change could affect geolocalized drive to store advertising strategies . But don't worry, we'll keep an eye out for announcements to keep you informed of changes. And then, it's certain that solutions will be found so that local ads are just as effective and advertisers are satisfied!
direct marketing drive to store
3. Use direct marketing to increase your drive to store
Another drive to store strategy that works in 2024 is to use direct marketing to stay in touch with your consumers and build loyalty. The idea is to stay close to your customers and create regular contacts with them. This allows you to stay in their minds when they need to make a purchase and thus generate traffic in store ! This fits perfectly into a customer lifecycle approach: 2 years of membership in the loyalty program, customer birthday, etc. All opportunities to subtly attract customers to points of sale .
Direct marketing can be used for loyalty (birthdays, etc.) as well as offensive (push communications of promotional offers, etc.). To contact your customers you can use SMS, newsletters, voice messages or even RCS (Rich Communication Services). RCS allows you to send interactive communications to mobile users directly in their SMS messaging system. They are similar to newsletters with animations and calls to action.
To develop your drive to store , you can announce local events, exclusive promotions, contests, wish a birthday, etc.
Let's take Adele as an example. She needs to change her glasses but doesn't take the time to do it. She receives an RCS from you (you are an optician) to wish her a happy birthday and offer her 15% off a new pair. Your message contains a direct link to make an appointment at your establishment, easy for her. She thinks that it's now or never, she clicks on your link and goes to your store the next day.
RCS message sms drive to storeExample of RCS
Conclusion
Drive to store allows you to attract customers to points of sale using different marketing techniques. To begin with, you need to implement a presence management strategy accompanied by geolocalized advertising campaigns . We also recommend using direct marketing to build customer loyalty and thus develop your drive to store .
By combining these three strategies, you are sure to generate in-store traffic !
To support you in your drive-to-store strategies , you can rely on a local marketing platform like Digitaleo. This tool allows you to manage all aspects of your drive-to-store (presence management, local advertising, direct marketing, etc.) within a single interface and for all your points of sale!