How Channel Marketers Can Disrupt the Digital and In-Store Shelf
by Leigh Hamer | Last Updated: Sep 23, 2022
by Leigh Hamer | Last Updated: Sep 23, 2022
Disrupting the aisle is like entering the matrix. The physical shopping experience blends with the digital world we all live in via our ever-present mobile devices.
Everyone shops online. Your mom, nephew, and cousin’s boyfriend’s barber all shop online. Last year 2.14 billion people - Billion - bought online. That works out to more than one out of every four people you bump into at the grocery store is an online shopper.
Think of something you want. What do you do? Pull out your phone, right? Every purchase is a click away.
That’s the aisle. The digital space is our shopping aisle. Google ad search results: That’s a competitive aisle. Product Pins on Pinterest: Those enticing shoppable images are a digital aisle. The aisle is anywhere your product is alongside a competitor’s.
Shoppers have already redefined the aisle. Brands can win more business by meeting the omnichannel shopper’s buying preferences.
Ideas to Increase Shopper Engagement
Channel marketers want a strong relationship with their retail partners. This can lead to securing better product placement than competitors, or more linear feet. Partner with channel partners to:
Global Skincare Brand Example
The payoff of incorporating digital into your in-aisle experience can be phenomenal. For example, a global skincare brand partnered with a channel partner to run a summer campaign that would drive in-store engagement. Lumavate was selected to create an app with a quiz that helps shoppers find the right skincare product for them and their unique needs.
Over the three-month campaign, the quiz drove 33,000 interactions. The quiz took less than 30 seconds to complete and showed consumers 3 product recommendations at the end. The average consumer spent 2 minutes in the app!
Stand out in the Aisle to Increase Sales
Consumers have more products to choose from than ever before, online and in-store. Essential to stand out in this moment in the customer journey is for brands to capture attention and drive consideration of their product. Digital experiences can help customers find the right product or underscore why your product is better than a competitive one. The goal is to not only stand out in the aisle but drive a significant increase in sales and create a fulfilling brand experience with customers.