To build this list, I surveyed Scansave, LLC (the company I founded) and 4 other companies that specialize in delivering targeted offers in-store. I am very happy for my own selfish reasons to see validation for these new business methods. The over-arching framework for in-store target marketing has to be the interface to the shopper/customer; where and how do you make contact, and what do you give as a value exchange?
So here is my list of benefits for those considering target marketing in-store, which in my mind only qualifies if your efforts are measurable, targeted, and can be optimized.
- offers are relevant and personalized – it demonstrates you know your customer
- delivered at the best place; the point of decision
- flexibility; electronic or paper with multi-channel integration opportunities
- increased frequency; not the program but the result of frequency offers
- increased basket size without diluting profit margins; cross-sells and no pantry filling
- product trial; see it, touch it and an instant incentive to try it
- level playing field for store brands; its your store… promote your private brands efficiently
- data-rich; if the offers are targeted, the data collected is valuable and powerful
- less waste; more efficient than broad-based direct marketing via mail
- $; increased spend, increased revenues and increased profit margins
