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Thanks to the growing popularity of online shopping and the near instant gratification of next-day shipping, the digital transformation cannot be dismissed. In turn, incentivizing consumers to visit retail locations is becoming an ever-greater challenge. According to Coresight Research, U.S. merchants have already closed nearly 6,000 brick-and-mortar retail locations this year, surpassing the nearly 5,900 closings for the entire year of 2018. The good news is that most retail spending still takes place in physical stores, primarily because consumers crave the tactile experience of shopping in person and being able to interact with a business—and a human being—in real time. Digital communications have shifted consumers’ expectations, so in-person marketing efforts must be tailored accordingly.

The Elements of Successful Retail Marketing

While the Internet has pushed technological boundaries, print has not remained stagnant. Thanks to digital printing innovations, vendors can supply marketers with numerous short-run batches of items like table tents, posters, aisle banners, channel strips, floor graphics, window clings, and even specialized floor displays—and all of this matters in the retail shopping experience!

Signage that provides direction and maximizes convenience should not be overlooked. When employee availability is at a premium, retail merchandising can often also serve to be instructional providing consumers with much needed details to inform purchase making decisions. According to The Balance, people prefer brick-and-mortar shopping precisely because it can be easier to find things and have positive interactions.

Retail firms may feel intimidated by the data collection capabilities of online megastores, but their own forms of information gathering are still invaluable. For example, in-store signage that reflects known preferences (e.g., popular brands/price points) can be quite effective.

Grow Your Business Through Print

Brands always need a vibrant array of on-premises retail marketing solutions to stand out among the clutter and sell their products. This is where a strategic partner makes the difference. The best print partners have a variety of machines to meet their clients’ distinct needs from digital, offset and large format printers to die-cutters and other finishing tools. This cutting-edge equipment is capable of creating diverse marketing solutions that can help brick-and-mortar retailers grow. Retailers can drive traffic into their stores by:

  • Increasing engagement and giving online shoppers a reason to visit.
  • Focusing on delivering an omni-channel shopping experience.
  • Incorporating large format signage to drive point-of-sale purchases.

With the digital and physical worlds only becoming more connected over time, retailers should continue nurturing their on-premises marketing. These efforts should be informed by digital data collection and reflect changing consumer expectations.