Facebook the essential tool to improve your drive-to-store

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In marketing, the term drive-to-store is often used. But what does it mean? Quite simply, the set of marketing techniques implemented to attract consumers and generate traffic in stores ,particularly thanks to new mobile technologies.

Drive-to-store is aimed at prospects on the move, mainly mobile users on their cell phones and connected GPS users. It is complementary to web-to-store, which targets static Internet users at home or in the office.

Did you know that 29 million connections take place every hour on Facebook, just on mobile 1 ? That 30% of searches made via a phone are local ? And that 78% of location-based mobile searches result in an offline purchase 2 ?

We understand why Facebook is an essential marketing tool. But how can you use it to improve your drive-to-store? Answers below.

1. Set up local advertising campaigns on Facebook ads to create traffic at the point of sale
2. Carefully fill out Facebook Places pages to improve drive-to-store
3. Generate in-store traffic through Facebook communities
Conclusion


facebook ads – point of sale traffic

1. Set up local advertising campaigns on Facebook ads to create buy czech republic cell phone number list traffic at the point of sale
With Facebook ads , the ad planning tool on Facebook, you can create local communication campaigns and geolocalized ads. To improve your drive-to-store it is important to target prospects who are currently in your catchment area .
If potential customers see your ad for delicious hot croissants in their Facebook news feeds, and your point of sale is located right next door, you have a good chance of seeing them come to your store. Especially if it's snack time!

Facebook ads offers an interesting feature for local advertising campaigns, the "in-store traffic" option . The settings are optimized to generate traffic at the point of sale. After having precisely completed the Facebook Places pages (we will come back to this) with the address of each of your points of sale, you can choose the radius of diffusion of your ad around each store. Facebook ads also allows to broadcast simultaneously on Instagram.

All you have to do now is choose the format of your Facebook ad : post or story.

In the example below, the Ange bakery set up an ad on Facebook ads for the opening of its new point of sale in Belfort. With an incentive to go to the store to win a pastry. Yum, guaranteed success for the drive-to-store !



Ange bakery advertising via Facebook Ads

Example of geolocalized advertising via Facebook Ads
for the opening of an Ange point of sale





Facebook Places Pages

2. Carefully fill out Facebook Places pages to improve drive-to-store
You are probably familiar with Google My Business pages. But did you know that Facebook offers its equivalent? These are Facebook Places pages . These pages are the Facebook digital showcase of your brand and especially of each of your establishments.

Currently, Facebook has 80 million pages of small and medium-sized businesses 3 . These Place Pages allow mobile users to find all the information they need about your point of sale. Opening hours, location, customer reviews, overall rating, etc. You can also add upcoming events or photos of your products.

Let's take the example of Marie who is waiting for her bus in downtown Rennes. She scrolls on Facebook and looks at events taking place nearby. She sees an event for the opening of the sales at her favorite shoe store. She clicks directly on the Facebook Places page of the point of sale to access the opening hours and the address. To get there while her bus arrives!

Properly filling out your Facebook Locations pages for each establishment means ensuring that you generate traffic to your store !

To easily and accurately fill in all of your Facebook Places pages, you can rely on a drive-to-store platform .



Eram Facebook Places Page

Facebook Places page of an Eram store in Rennes





Facebook communities – in-store traffic

3. Generate in-store traffic through Facebook communities
Facebook is the tool for interactions and communities. To improve your drive-to-store, you need to mobilize and animate a community of followers around your brand.

To do this, you can choose an offbeat, conniving and humorous tone with your target. We advise you to abandon overly institutional communications. Your target is young and dynamic, you must adapt your messages to them. In addition, know that 91% of consumers favor funny brands 4 .

Humor will also help develop your brand's likeability . To animate your Facebook community and create a sense of belonging to a group, you can, for example, organize competitions. With a reward to be collected at the point of sale of course!

For example, the genius of Burger King has struck again at the beginning of 2023. They encourage Facebook followers to come to the point of sale to collect a menu in exchange for a king's crown. A perfect example of the power of Facebook to generate traffic at the point of sale !



burger king

Example of drive-to-store animation
from Buger King on Facebook



Finally, you can create partnerships with influencers . They will be responsible for animating your community, talking about your brand and creating interactive and attractive content. Know that 62% of users say they are more interested in a product after seeing it in a Facebook story 5 and that video helps persuade 64% of consumers to buy 6. A good channel to develop your drive-to-store.



Conclusion
With Facebook Ads, Facebook Places Pages and communities of followers, Facebook is proving to be an essential tool for improving your drive-to-store .

Geolocated advertising, easy access to information about your establishments, creating a community around your brand, etc. So many marketing tools at your disposal on Facebook to generate traffic at the point of sale !

To save time and improve performance, you should know that you can rely on a local marketing platform like Digitaleo. The digital platform will allow you to group your geolocalized ads as well as updates to your Facebook Places pages. You can then choose to centralize at the headquarters or delegate to the local according to your preferences.