In an era of increasingly convenient e-commerce, brick-and-mortar stores face the continuing challenge of attracting foot traffic. Research shows pedestrian numbers have been slow to recover after the 2020 coronavirus pandemic, with data from early 2023 showing pedestrian numbers are decreasing every month compared to 2022. It has been shown that Nevertheless, the digital realm will increase visits to brick-and-mortar stores. Among them, geoframing stands out as a key tool, along with demographic and behavioral targeting, to bridge the gap between online browsing and in-store shopping. This article describes several digital advertising techniques that brick-and-mortar furniture stores can leverage to survive the competitive retail industry.
Understand geoframing
Before we get into the techniques, let's take a look at what exactly geoframing is and how it differs from geofencing. At first glance, the two may seem similar, but the difference lies in technique, approach, and precision.
Geofencing and geoframing
Geofencing involves creating a virtual “fence” radius around a target location. So when a mobile device enters or exits this area, it is automatically added to your audience and served ads. This technology relies on users having location services enabled on their devices. This means he is only accurate up to 400 meters and could potentially target people who were not seen within the target location, thus wasting advertising dollars.
Geoframing, on the other hand, leverages historical location data to target devices seen at a target location within a set time period, such as within the past 30 days or the past 6 months. This targeting and the fact that the geoframe is accurate to a meter ensures that your advertising dollars are used effectively and only on what can be seen in your targeted location.
Examples of using geoframing
Because of its accuracy and ability to manipulate historical location data, geoframing offers numerous use cases to help increase foot traffic.
- Competitor targeting: Consumers often shop at different locations and research options before making their final purchase. This is when you are considered “in the market.” By geoframing your competitors' store locations, you can identify and engage with customers who are already shopping. Market your product. This is great for driving sales and increasing market share, as the more potential buyers see your brand during the “in-market” period, the more likely they are to purchase together. This is a method.
- Event targeting: Event attendees often share common interests, demographics, or purchase intent related to the theme. Geographically understanding where relevant events are held, such as a furniture market or a specific trade show, allows you to reach out to attendees after the fact, explore your products and keep your brand fresh in their minds. You can leave it. Event targeting also works if you can't attend these related events, allowing you to engage with attendees without having to attend yourself.
- Neighborhood target: Just like a service company distributes flyers to neighboring homes after performing a service, targeting neighbors via geoframes delivers digital advertising to the physical neighbors of past customers. Neighbor targeting is one of the most efficient ways to target users who are demographically similar to your current customers. Because neighbors tend to imitate each other in terms of demographics, interests, etc.
- Friends and family targeting: Word of mouth advertising is one of the most influential ways to get your business out there, and targeting friends and family takes it to the next level. The technology works by identifying the devices of friends or relatives who have recently visited a customer's home and serving ads for your business to those customers. Combining glowing reviews from close friends and family with attractive advertising is a surefire way to influence consumers to give your business a try.
Demographic and behavioral targeting
Demographic and behavioral targeting combined with postal code targeting has proven to be an effective way to reach and define your target audience. These methods ensure that your message is seen in the right eyes based on geographic and socio-economic factors.
- Custom demographic audience: This strategy involves segmenting your audience based on location and demographic criteria such as age, gender, income, and marital status. Analyzing past customer data can help you discover which demographics and locations are most prevalent in your current customer base. A perfect starting point for this reader. Custom demographic audiences allow you to tailor your advertising messages and campaigns to the preferences, needs, and behaviors of key demographic groups, increasing engagement and maximizing your ad spend.
- Targeting new entrants: Every move involves major purchases to furnish and decorate your new home, and these purchases tend to be made within 30 days before or after the move. Using your MLS database, you can target new movers anywhere in your moving funnel, from those in escrow to those who just moved a few weeks ago. New mover targeting is a great targeting technique, especially for furniture stores and home improvement stores. This allows you to grab the attention of shoppers while you're still in the market and makes it easier for them to choose when finding the perfect spot for your decorations. their new home.
Other considerations for a comprehensive strategy
To truly transform the customer experience, it's important to integrate digital efforts with in-store enhancements. For example, sending physical mailers containing special coupons to potential customers after a digital advertising campaign is a great way to connect online advertising with the customer's in-store experience. This strategy helps increase customer satisfaction and loyalty. Another easy way to do this is to offer your customers the ability to buy online and pick up in store, giving them the shopping experience that's most convenient for them.
For a more seamless transition between online and offline efforts, match the creative you use in your digital ads to your in-store displays. This creates a friendly atmosphere where customers feel more comfortable shopping. Finally, and most importantly, having a great sales staff to greet customers on the floor is essential to convert increased foot traffic into sales. By keeping your customers updated on your digital marketing efforts, you can focus on the products they are currently promoting and reach new customers with the same products they see online.
The digital age presents unprecedented opportunities for brick-and-mortar stores to grow by adopting targeted advertising strategies. Geoframing, alongside demographic and behavioral targeting, provides a path to attract more foot traffic and do so in a precise and personalized manner. By adopting these techniques and seamlessly integrating online and offline experiences, stores can increase customer satisfaction, foster loyalty, and confidently meet the challenges of the digital marketplace.
