4 tips to attract Internet users to points of sale

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The attraction to a store or brand generally begins online. This is the result of the ROPO (Research Online Purchase Offline) behaviors of consumers who take the time to find out about points of sale before going there. To generate traffic in store , it is therefore important to have good local SEO and effective local communication .

The customer journey to the store is varied and complex, it is necessary to diversify your local communication to improve conversion and attract customers to establishments. Today we offer you 4 tips to attract Internet users to points of sale !

1. Optimize your local SEO to generate in-store traffic
2. Invest in local advertising to create drive to store
3. Animate your social networks to attract Internet users to points of sale
4. Build customer loyalty to encourage them to come back
Conclusion


local SEO to drive in-store traffic

1. Optimize your local SEO to generate in-store traffic
Let's start with a number: 72% of consumers who perform a local bolivia mobile phone number list search online then visit a store within 8 km of their location 1 . Let's add that 60% of users click on one of the first 3 results displayed 1 . Local visibility is therefore a strong factor in attracting Internet users to points of sale .

But how do you develop your local SEO ? Simply by focusing on presence management . To do this, you need to create Google establishment listings , local pages on social networks and in local online directories. Remember to do this for each of your points of sale to be referenced locally.

Basilic & Co GMB SheetPlans Sheet (Apple) Basilic & Co

Example: GMB file and Plan file (Apple) of Basilic & Co in Rennes


Also know that your Google customer reviews and Facebook customer reviews fuel your online presence . In addition, they help convince prospects and attract them to points of sale !

Working on your local visibility allows you to be well ranked in search engines and to stand out when Internet users search. By being seen, you increase your drive to store !



local advertising to create drive to store

2. Invest in local advertising to create drive to store
Our second tip for attracting Internet users to points of sale is to develop your local communication .

To do this, we recommend that you deploy geolocalized and personalized advertising campaigns to your catchment areas . Thanks to segmentation, you can configure your local ads according to geographic sectors but also according to your targets (age, gender, CSP, etc.). Keep in mind that publishing targeted content creates 7 to 8 times more traffic in stores 2 . It is therefore an excellent way to attract Internet users to points of sale .

There are different distribution channels available to you to set up your local communication campaigns : directly on Google, on the display network or even on social networks. In the example below, we can see a local ad on Facebook that indicates the point of sale closest to the consumer. This type of geolocalized advertising benefits from a high click rate because 68% of smartphone users have already used the “Get directions” or “Click to call” options in local mobile ads 3 .

local geolocated advertising with the address of a point of sale

Example of a geolocated local advertisement

Let's take Marie as an example to illustrate our point. She's waiting for her hair color to set at her hairdresser while checking Facebook. Among the photos of cats and travel, she sees your advert presenting a new design of glasses. Luckily, her optician (you) is in the same commercial area as the hair salon. She decides to go there once her hair is done. Local advertising is therefore a factor in impulsive trips and drive to store .



animate your social networks to attract Internet users to points of sale

3. Animate your social networks to attract Internet users to points of sale
Today it is difficult to attract Internet users to stores without going through the social networks box. This is the channel of interaction, the one that will create communities around your brand and your local establishments.

Social media animation allows you to create a link with local Internet users and involve them in the daily life of your store. By feeling like they are part of your daily life, consumers then move around your points of sale more easily. In addition, Internet users are fond of these local communications . As proof, local Facebook pages generate 67% of impressions, compared to only 33% for a brand page 4 .

Burger King Rennes local Facebook page

Example: Burger King Rennes local Facebook page



To succeed in your social media management, we therefore advise you to regularly post content on the local pages of your points of sale. You can use posts, stories, reals, etc. Vary your formats to arouse the interest of your consumers. The same goes for content, the more varied subjects you offer , the more you maintain the attention of your followers. So go ahead and highlight the daily life of your local teams, exclusive promotions, the arrival of new products, etc.

You can also organize competitions with a prize in store or taking place directly at points of sale. By using social media interaction, you develop your local visibility and attract Internet users to points of sale .



Build customer loyalty to encourage them to come back

4. Build customer loyalty to encourage them to come back
Our last tip is to take care of your consumer throughout their customer journey . Just because they have arrived at your point of sale does not mean you should take them for granted. Now is the time to convert them with a quality in-store experience .

To do this, rely on attractive merchandising, additional services or even advice from your sellers.

Be careful, your work does not stop there because once your prospect buys and becomes a customer, you still have to build loyalty . To stay in regular contact with him, you can use direct marketing techniques . Don't worry, there are many opportunities to contact him by email, SMS or voice message. Announce exclusive promotions for your loyal customers, wish him a happy birthday, invite him to your private sales, etc.

direct marketing smsExample of a direct marketing SMS



To conclude, remember that if a customer is won over, they will come back to your stores. Loyalty therefore allows you to generate drive to store and re-attract Internet users to points of sale !



Conclusion
To attract Internet users to points of sale effectively, you need to implement complementary marketing strategies. First of all, you need to start by optimizing your local SEO to be seen and generate drive to store . You then need to invest in local advertising to create impulsive trips and in-store traffic . We recommend that you supplement this with a social media management strategy to create a community of loyal Internet users. Finally, don't forget to build customer loyalty with a quality in-store experience and a direct marketing strategy .

To help you attract Internet users to points of sale , Digitaleo offers you a multifunctional local marketing platform . The platform allows you to manage, in the same place and for all your points of sale, your presence management, customer review management, your local advertising and your direct marketing. All the tools to optimize your local SEO and your drive to store !