With two-day shipping and the ability to purchase household necessities from the comfort of the couch, consumers still want to have an in-store experience to evaluate products. After all, 62 percent of consumers prefer to see, touch, feel, and try the items before buying.
Our job as marketers is to disrupt these purchasing patterns so that the brand’s product is the one in consumers’ carts, not the competition. But how can we accomplish this in such a noisy environment? Let’s review four ways CPG brands can disrupt the aisle.
- Host a Retail Experiential Event
One of the best ways brands can elicit an “I’ve got to have that” reaction is to host an event where consumers can feel and experience a product in person with brand influencers, product demonstrations, offers, and discounts to try it. The beauty industry is a great example of brands crushing this strategy. Ulta and Sephora are no strangers to having a brand “take over ” to showcase products. Most shoppers according to the Salesforce Connected Shoppers Report (85 percent) are more likely to buy a brand after participating in an event.
- Invest in Beacons
Although consumers do have to enable beacon technology on their smartphones, 73 percent of customers indicated that beacon-triggered content boosted their likelihood of buying items during a physical store visit. If you’re not familiar with this technology, beacons use Bluetooth low-energy, or BLE, to track consumer whereabouts using the user’s smartphone. This highlights a powerful tactic digital marketers can use. To sweeten the deal, coupon codes and discounts can be sent directly to consumers’ phones with beacon technology.
- Give Back
It’s no secret consumers are intentional about the brands they choose to purchase. Gen Z is especially socially conscious. One study found that 91 percent of Gen Z researches a brand’s social impact before making a purchase. Building trust with consumers doesn’t have to be an over-the-top marketing gimmick. Create a video accessed through a QR code from your product packaging that details where ingredients or materials are sourced from or how your brand is giving back to the community.
- Create a Personalized Mobile Experience
If there’s one thing we can be certain about consumer behavior, it’s that they will turn to their smartphones during the purchasing process. Whether it’s comparing prices, researching product information, or reading customer reviews, smartphones are a key component of how consumers make aisle decisions.
Takeaway: Digital engagements in the aisle are essential to capture consumers’ attention. Creating a personalized mobile experience for consumers sets your brand apart from the competition. For more on how to stand out in the aisle, check out the full educational session here.
Why not leverage the device that holds so much power over consumers? With a no code app builder like Lumavate, brand marketing teams can build apps at scale without needing to get developers involved.