How to do drive-to-store in 2024?
Posted: Sat Dec 28, 2024 6:07 am
Drive to store is a set of marketing actions whose aim is to encourage consumers to go to points of sale.
In 2023, drive-to-store represented 66% of French retail advertising budgets, or nearly 74 billion euros 1 . This is two-thirds of global advertising investments 2 ! This craze demonstrates the importance of drive-to-store in attracting customers to points of sale and developing turnover.
There are different ways to generate in-store traffic through drive-to-store. Today we present 6 ideas to implement or strengthen.
1. Invest in geolocalized advertising on Google and social networks
2. Develop geolocalized advertising on GPS
3. Optimize your online presence
4. Get started with e-couponing
5. Create contests
6. Contact your consumers regularly
Conclusion
geolocalized advertising drive to store social networks
1. Invest in geolocalized advertising on czech republic mobile phone number list Google and social networks
To grow your drive to store , you can start by running local advertising . In other words, ads that are aimed directly at consumers in your catchment areas.
Geolocalized ads are broadcast directly on Google, in the display network and on social networks. Depending on your targets of course. Thanks to local advertising, your brand meets Internet users as they browse. If the message is well designed, it encourages them to visit your points of sale. Which increases your drive to store !
To be effective and drive in-store traffic , you need to offer personalized local content to each of your locations. Remember, 68% of smartphone users have already used the “Get Directions” or “Click to Call” options in local mobile ads 3 . So, personalization is the key to conversion.
Let's imagine a web user, Paul, who consults Facebook while waiting for his train (which is late). He sees a local advertisement for your artisanal bakery located only 5 minutes walk away. Paul therefore decides to come and buy his sandwich in your bakery rather than in the vending machines at the station. In addition, it will give him a walk and pass the time! It is indeed your advertisement that prompted this trip to your establishment.
drive to store facebook geolocalized advertising
Example of a geolocated advertisement on Facebook
Update on the end of third-party cookies on Google
As you probably know, the end of third-party cookies on Google is planned for the second half of 2024. It is already being tested for 1% of Chrome 4 users . We advise you to follow the news to see how geolocated advertising will be impacted. In any case, don't worry, Google will not do without this financial windfall and should develop other solutions to meet the targeting needs of advertisers. The Digitaleo teams are also keeping up to date with information to bring you the best solutions for your drive to store in real time .
GPS drive to store geolocalized advertising
2. Develop geolocalized advertising on GPS
Did you know that your businesses can be visible on Google Maps, Waze, Apple Maps, etc.? In addition to the local ads mentioned above, you can set up ads on GPS navigation systems.
The goal of these geolocalized advertisements is to provoke drive-to-store among consumers who are already on the move by encouraging them to take a detour!
Let’s take the example of Chloe who is driving to her mother’s house. She stops at a red light and there a local ad for your flower shop appears. Your establishment is right on her route, Chloe decides to stop there and buy a bouquet of tulips for her mother. So your geolocalized ad has easily generated traffic in your store !
GPS geolocalized advertising waze drive to store
Example of a geolocalized advertisement on Waze
3. Optimize your online presence
In 2024, you absolutely must work on your online visibility. We advise you to implement a presence management strategy in order to attract customers to points of sale .
But what are we talking about? It's about being present online when an Internet user searches for establishments on the web. This visibility involves creating local pages on social networks, Google My Business listings and pages on local directories. This is for each of your points of sale. Be aware that 78% of local searches on mobile generate an offline purchase 5 . Online presence is therefore non-negotiable for having an efficient drive to store .
Let's imagine Arthur who is traveling in Rennes and who does not know the city. When leaving his hotel, he looks for an Italian restaurant nearby. He opens Google Maps and locates the closest ones using the establishments' Google listings. If your restaurant is adjacent and well rated, Arthur will come and taste your pastas! On the other hand, if your Google listing does not exist, you will not benefit from this drive to store and Arthur will go to a competitor.
google maps search nearby drive to store
Example of search results for a nearby query on Google Maps
To generate in-store traffic , you also need to implement efficient customer review management . In fact, they fuel your e-reputation and are important for your drive to store . Customer reviews help convince a prospect to visit your establishment or not. Be aware that 76% of Internet users believe that reviews and ratings have an impact on their decision 6 . For your review management to be effective, you need to collect as many customer reviews as possible and take the time to respond to them.
e-coupons offer drive to store
4. Get started with e-couponing
E-coupons are growing rapidly in retail. They can be sent by email, SMS, mobile application, etc.
You may have seen Leclerc's advertising campaign "We're stopping leaflets, not promotions". This retail giant has completely stopped using paper coupons and has switched exclusively to e-coupons.
E-coupons allow you to keep a fun and "collection" side. For example, in the Carrefour application, customers manually activate the coupons that interest them for their next shopping trip. By offering e-coupons valid in establishments, you are sure to generate traffic in store !
Keep in mind that consumers all have their smartphone in their pocket while they do not necessarily keep classic coupons on them. By bringing convenience and simplicity to your customers, you develop your drive-to-store .
drive to store online coupons
Examples of coupons on the Leclerc app
5. Create contests
Very effective for attracting customers to points of sale : launch competitions! You can offer consumers the chance to come and participate in a draw, a wheel of fortune, etc. Obviously directly in establishments to generate traffic in stores .
You can also create online contests where the prize can be used at points of sale. For example, launch an Instagram contest for the best photo of a ski holiday with your cold weather clothing (worn by customers or on a snowman). Give away a voucher valid in your store to reward the most original. This contest thus develops your online reputation AND your drive to store .
drive to store competition 2024
Example of a contest on Instagram
6. Contact your consumers regularly
Finally, stay in touch with your consumers. By communicating frequently, your brand is at the top of their mind and you build loyalty. Which increases your in-store traffic.
With direct marketing, you can contact your customers via SMS, newsletters or voice messages. Announce exclusive promotions, contests, anniversary dates (yours and those of your customers), etc.
For example, you can send a newsletter announcing special sales before the sales (reserved for your customers) as well as a treasure hunt in your store. Indicate that the first customer to find the pair of glasses with the gold label wins a ski trip. You will see that some of your customers will travel to participate! Proof that direct marketing fuels your drive-to-store .
In 2023, drive-to-store represented 66% of French retail advertising budgets, or nearly 74 billion euros 1 . This is two-thirds of global advertising investments 2 ! This craze demonstrates the importance of drive-to-store in attracting customers to points of sale and developing turnover.
There are different ways to generate in-store traffic through drive-to-store. Today we present 6 ideas to implement or strengthen.
1. Invest in geolocalized advertising on Google and social networks
2. Develop geolocalized advertising on GPS
3. Optimize your online presence
4. Get started with e-couponing
5. Create contests
6. Contact your consumers regularly
Conclusion
geolocalized advertising drive to store social networks
1. Invest in geolocalized advertising on czech republic mobile phone number list Google and social networks
To grow your drive to store , you can start by running local advertising . In other words, ads that are aimed directly at consumers in your catchment areas.
Geolocalized ads are broadcast directly on Google, in the display network and on social networks. Depending on your targets of course. Thanks to local advertising, your brand meets Internet users as they browse. If the message is well designed, it encourages them to visit your points of sale. Which increases your drive to store !
To be effective and drive in-store traffic , you need to offer personalized local content to each of your locations. Remember, 68% of smartphone users have already used the “Get Directions” or “Click to Call” options in local mobile ads 3 . So, personalization is the key to conversion.
Let's imagine a web user, Paul, who consults Facebook while waiting for his train (which is late). He sees a local advertisement for your artisanal bakery located only 5 minutes walk away. Paul therefore decides to come and buy his sandwich in your bakery rather than in the vending machines at the station. In addition, it will give him a walk and pass the time! It is indeed your advertisement that prompted this trip to your establishment.
drive to store facebook geolocalized advertising
Example of a geolocated advertisement on Facebook
Update on the end of third-party cookies on Google
As you probably know, the end of third-party cookies on Google is planned for the second half of 2024. It is already being tested for 1% of Chrome 4 users . We advise you to follow the news to see how geolocated advertising will be impacted. In any case, don't worry, Google will not do without this financial windfall and should develop other solutions to meet the targeting needs of advertisers. The Digitaleo teams are also keeping up to date with information to bring you the best solutions for your drive to store in real time .
GPS drive to store geolocalized advertising
2. Develop geolocalized advertising on GPS
Did you know that your businesses can be visible on Google Maps, Waze, Apple Maps, etc.? In addition to the local ads mentioned above, you can set up ads on GPS navigation systems.
The goal of these geolocalized advertisements is to provoke drive-to-store among consumers who are already on the move by encouraging them to take a detour!
Let’s take the example of Chloe who is driving to her mother’s house. She stops at a red light and there a local ad for your flower shop appears. Your establishment is right on her route, Chloe decides to stop there and buy a bouquet of tulips for her mother. So your geolocalized ad has easily generated traffic in your store !
GPS geolocalized advertising waze drive to store
Example of a geolocalized advertisement on Waze
3. Optimize your online presence
In 2024, you absolutely must work on your online visibility. We advise you to implement a presence management strategy in order to attract customers to points of sale .
But what are we talking about? It's about being present online when an Internet user searches for establishments on the web. This visibility involves creating local pages on social networks, Google My Business listings and pages on local directories. This is for each of your points of sale. Be aware that 78% of local searches on mobile generate an offline purchase 5 . Online presence is therefore non-negotiable for having an efficient drive to store .
Let's imagine Arthur who is traveling in Rennes and who does not know the city. When leaving his hotel, he looks for an Italian restaurant nearby. He opens Google Maps and locates the closest ones using the establishments' Google listings. If your restaurant is adjacent and well rated, Arthur will come and taste your pastas! On the other hand, if your Google listing does not exist, you will not benefit from this drive to store and Arthur will go to a competitor.
google maps search nearby drive to store
Example of search results for a nearby query on Google Maps
To generate in-store traffic , you also need to implement efficient customer review management . In fact, they fuel your e-reputation and are important for your drive to store . Customer reviews help convince a prospect to visit your establishment or not. Be aware that 76% of Internet users believe that reviews and ratings have an impact on their decision 6 . For your review management to be effective, you need to collect as many customer reviews as possible and take the time to respond to them.
e-coupons offer drive to store
4. Get started with e-couponing
E-coupons are growing rapidly in retail. They can be sent by email, SMS, mobile application, etc.
You may have seen Leclerc's advertising campaign "We're stopping leaflets, not promotions". This retail giant has completely stopped using paper coupons and has switched exclusively to e-coupons.
E-coupons allow you to keep a fun and "collection" side. For example, in the Carrefour application, customers manually activate the coupons that interest them for their next shopping trip. By offering e-coupons valid in establishments, you are sure to generate traffic in store !
Keep in mind that consumers all have their smartphone in their pocket while they do not necessarily keep classic coupons on them. By bringing convenience and simplicity to your customers, you develop your drive-to-store .
drive to store online coupons
Examples of coupons on the Leclerc app
5. Create contests
Very effective for attracting customers to points of sale : launch competitions! You can offer consumers the chance to come and participate in a draw, a wheel of fortune, etc. Obviously directly in establishments to generate traffic in stores .
You can also create online contests where the prize can be used at points of sale. For example, launch an Instagram contest for the best photo of a ski holiday with your cold weather clothing (worn by customers or on a snowman). Give away a voucher valid in your store to reward the most original. This contest thus develops your online reputation AND your drive to store .
drive to store competition 2024
Example of a contest on Instagram
6. Contact your consumers regularly
Finally, stay in touch with your consumers. By communicating frequently, your brand is at the top of their mind and you build loyalty. Which increases your in-store traffic.
With direct marketing, you can contact your customers via SMS, newsletters or voice messages. Announce exclusive promotions, contests, anniversary dates (yours and those of your customers), etc.
For example, you can send a newsletter announcing special sales before the sales (reserved for your customers) as well as a treasure hunt in your store. Indicate that the first customer to find the pair of glasses with the gold label wins a ski trip. You will see that some of your customers will travel to participate! Proof that direct marketing fuels your drive-to-store .