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Category: Retail

  • Driving Sales with Large-Format POP Displays

    Driving Sales with Large-Format POP Displays

    Each week in the US, almost one third of consumers (29%) walk out of a retail establishment with a purchase they had no intention of making when they entered the store. The tendency to make impulse purchases is higher with Gen Z consumers (44%), urban residents (39%), and parents (35%). 

    One contributing factor to these impulse moments is the growing use of large-format print POP retail displays that create compelling and captivating in-store experiences.

    Large-format POP displays are a powerful tool for driving in-store sales by attracting customer attention and enhancing the shopping experience. In-store, brands can take advantage of the impression large-format print POP displays make on people to influencing purchases of products that the shopper might otherwise have not even noticed.

    The Role of POP Displays in Retail

    What is a POP Display?

    A POP display is a way for brands to make their product stand out, literally, in the aisles and high traffic areas of brick-and-mortar retail establishments at the point of purchase. The purpose of a POP Display is to interrupt a shopper’s normal experience and make them take a moment to discover a brand’s new or latest product using bold colors, interesting shapes, and compelling designs and constructions.

    A shopper’s attention is drawn to the unexpected, and a POP display that is placed in close proximity to the product piques curiosity and helps attract attention. Whether the display is an endcap, a freestanding display, an archway or a dump bin, when the POP display is of high quality, unique, and vibrant, it invites the shopper to explore and adds new dimensions to the way a product is typically seen on a shelf.

    History of POPs

    The first POP display probably appeared right about the same time individuals began selling their goods in ancient bazaars and marketplaces. There is no doubt that these basic displays were as inventive as what brands can create today, but they allowed merchants to attractively arrangeand purposefully placethier goods for passersby to see. The use of POP displays continued and flourished in the industrial revolution when more products became available because of mass production and increased wealth led to further innovations and more elaborate display concepts.

    POP displays really came into their own as an effective way to attract and grab shoppers’ attention as supermarkets grew in importance and numbers throughout the US after WWII. These markets gave shoppers the freedom to browse, handle, and select goods based on their perceptions, not the pitch of a salesclerk, which in turn drove the importance of packaging and unique signage to influence decision making.

    Today, the ways that retailers and brands can use POP displays continue to evolve as stronger and lighter materials and more durable and eco-friendly materials can incorporate brand-specific elements and interactive elements into displays. As a result, POP displays are becoming more dynamic, customer-experience focused, and engaging than ever before.

    The Difference Between POS and POP Displays

    It’s important to understand the difference between point-of-sale (POS) signage and POP displays, especially large format POP displays that appear bigger than life. POS signage tends to be smaller so that these signs can be placed on countertops or along checkout lines to encourage an impulse purchase right before the customer pays without interfering in the transaction.

    On the other hand, a large format POP is intended to increase awareness by disrupting the usual and making it impossible for the customer to avoid noticing the product display. They can serve as free-standing and mobile product shelfing placed in high traffic areas where customers aren’t used to coming across the product or put near complimentary products to trigger spontaneous purchases. POS displays influence the customer when the sale is made while large format POP displays influence the customer when the purchasing decision is made.

    8 Great Benefits of Large-Format POP Displays

    1. Increased Visibility – The size and unique designs of large-format POP displays capture attention, even in crowded spaces and busy environments. Shoppers remember them because they dominate the end of an aisle or present brightly packaged products in fun and different ways. The products have no competition and give brands and retailers a fun way to introduce new ones or build on existing branding.
    1. Enhanced Brand Presence – Large-format POP displays give brands the opportunity to build on and expand the affinity a customer has for the brand and create fun, engaging displays that showcase the features of their products. They become a visual, tactile, and often 3-dimensional representation of the brand, and the quality of the display imparts messages that resonate with shoppers. They show and impress on shoppers that the brand will go a little further than settling for traditional retail marketing promotion to get their business in a retail establishment.
    1. Highlighting Promotions – Large-format POP displays elevate in-store promotions with creative ways to let shoppers have easy access to seasonal, holiday, or new products on customized shelving or from POP bins or buckets. They can be used to showcase special offers or discounts and educate shoppers about the qualities of the product. The ability to have large-format POP displays printed and shipped to multiple locations swiftly and constructed and deconstructed quickly makes them ideal for promotions that can last months.
    1. Influencing Purchase Decisions – The durable nature of large-format POP displays leads to repeated viewing by shoppers, and studies show that it often takes customers several experiences with a brand display before making a purchase. That makes these displays indispensable for retailers and brands for motivating shoppers to make an unplanned purchase or change their minds about a product. A 2025 Trends survey of 80 consumer marketers published by the Path to Purchase Institute found that 55% of respondents said their organizations invest in permanent in-store displays, while 87% said they invest in temporary displays. 
    1. Cost-Effective Marketing – Like all print marketing, large-format displays may require a higher initial investment depending on factors like size and levels of design and construction, but when created with durable and sustainable materials they can generate a favorable ROI. Innovations in print technologies and materials are bringing costs down with on-demand print to reduce the need for storage and lightweight qualities that make them inexpensive to ship to locations promptly as ordered.
    1. Enhanced Customer Experiences – Large-format POP displays give brands and retailers countless ways to add fun, unique, and engaging elements into marketing promotions and new product campaigns. They can be used to memorably connect to shoppers with larger-than-life and eye-catching shapes and themes to reinforce or introduce brand values. Large-format POP displays can connect with shoppers through narratives and storytelling that can educate. Quality finishes and material textures invite customers to touch or sample.
    1. Precise Targeting – The versatility and mobility of large-format POP displays presents opportunities for brands and retailers to place promotional displays where they know their customers will be. These displays let brick-and-mortar establishments use the knowledge they have about shopper flow throughout their space to optimize the visibility of the display and put the displays adjacent to complementary items to pair them for cross-merchandising or secondary placement. Examples include a POP display promoting batteries that is placed in an electronics section or a display promoting salsa set up near chips in the snack aisles.
    1. Optimized Retail Space – Large-format POP displays give retailers opportunities to use floor space more effectively and add cool aspects to product layout that shoppers find engaging at a relatively low cost. Brick-and-mortar spaces can be transformed by modular configurations that adapt to floor plans with flexible layouts and provide visibility from all angles. Tall free-standing or endcap POP displays draw eyes upward, freeing floor space while providing clear sight lines for products. The ability to swap out large-format POP displays for seasonal promotions without extensive interior redesign controls marketing costs and makes each trip to the store seem like an entirely new experience for shoppers.

    Designing Effective Large-Format POP Displays

    Several factors go into creating a truly effective large-format POP display, and there are several steps to follow for designing a display that increases brand awareness and sales.

    • Applying the understanding of your buyer persona and the way traffic flows throughout your retail space helps you design displays that correlate to their desires, buying habits, and the emotional triggers that influence impulse decision making.
    • Choosing a theme early in the design process makes it easy to form narratives around your product and display. A theme makes for simpler decisions regarding the styles of display and messaging that connect to your customer.
    • The style of POP display should be incorporated into your strategy, with a wide variety of types available that include floor displays, pallet displays, end cap displays, and dump bin displays.
    • You should incorporate brand messaging and colors into the display with the call-to-action prominently displayed, easy to read, and preferably at eye level.
    • Select materials and finishes that reflect the personality of your brand and product, such as a rugged appearance for outdoor products or a playful look for sporting goods. 
    • Convey your strengths visually with colors that influence shoppers subconsciously and that generate emotional connections to drive impulse purchases.
    • Your large-format POP display may be as much about function as it is about form, so make sure that the products being promoted are accessible and that the materials it’s constructed of are durable enough to withstand the intended use.
    • Strategic placement of your display is extremely important, and design strategies should consider how the display can be integrated into the retail space for maximum effect and impact.
    • Consider if interactive POP features can make your display more engaging and improve the experience for the customer using elements like special lighting, motion sensors, tactile features, or video.

    Challenges and Solutions

    For all the benefits that large-format POP displays provide, there are also challenges that brands and brick-and-mortar retailers face when developing strategies to promote products with retail POP displays. Fortunately, affordable solutions can be found to overcome them.

    Cost Consideration

    Challenge:

    Large-format POP displays usually require an upfront investment for design expenses, material procurement, print services, and kitting and fulfillment before the displays begin generating income.

    Solution:

    Go for simplicity in design to keep costs down. A variety of lightweight materials like honeycomb or corrugated cardboard, Falcon board, recycled PET plastic, and bio-based plastics, as well as eco-friendly finishes help prolong the lifetime of your POP display. Work with an experienced print shop that is up on the latest innovations in print technology and advances in creating POP displays with sustainable materials.

    Space Limitations and Clutter Control

    Challenge:

    Most retailers favor product density over product display to drive revenue, with many limiting POP display placement opportunities to a small percentage of total floor space. In addition, if there are too many displays throughout a space or the POP display design is too visually chaotic, it can create a sense of clutter and disorganization.

    Solution:

    Modular display designs make it possible to keep large-format POP displays fresh, with adaptable configurations that can be arranged and are scalable to fit different spaces throughout their lifetime. POP display layouts that maximize space with vertical layouts such as end caps or standalone displays help avoid aisle clutter. Limiting the color palette to only two or three colors makes it easier on shoppers’ eyes to focus on key messaging.

    Material Durability and Maintenance

    Challenge:

    Large-format POP displays must maintain strength and integrity throughout the entire course of product promotion to hold and showcase products and withstand the wear and tear that comes with shopper interactions or being transported around the retail space.

    Solution:

    If your POP display will only be deployed for three months or less, corrugated cardboard will suffice. If you’re looking for more substantial materials for longer promotional campaigns, there is a wide variety of eco-friendly wood, recycled plastic, recycled aluminum, and bamboo composite choices available. Work with an experienced print shop and POP design team to determine the best materials to suit your needs.

    Future Trends in Large-Format POP Displays

    Over the next few years, expected developments in large-format print POP displays will give brands and brick-and-mortar retailers new and exciting ways to engage with customers. These will include the integration of evolving technologies, introduction of more comprehensive use of sustainable materials and practices, advances in printing and automation, and the ability of retailers to create experiential displays that immerse the senses.

    Increased Use of Customized and Interactive Displays for Wider Engagement

    The combination of interactive print capabilities using QR codes and augmented reality will provide brands with the opportunity to create stand-alone retail spaces within their brick-and-mortar establishment that attracts interest and builds curiosity. These displays can be used as virtual dressing rooms or as game centers where shoppers can compete for discounts or prizes.

    Growth of Modular/Reusable Designs to Reduce Waste and Lower Costs

    Brands and retailers will realize increased savings by incorporating durable aluminum, recycled PET or polycarbonates that last long and continue to look great. These large-format POP displays can easily adapt to new campaigns. This allows brands to reuse the same display base with interchangeable panels which in turn and lower production costs, reduces shipping costs, increases assembly times, and provides better storage efficiency.

    Innovations in Print Processes for Greater Customization and Durability

    Advancements in print technology and print finishes provide cost-effective, durable, and sustainable ways to make large-print format print POP displays unique and unforgettable. Variable data printing allows brands to personalize displays by location or to target specific audiences with seasonal promotions. High resolution, water-based inks deliver full-color vibrancy and sharper graphics. On-demand print capabilities allow brands to control display inventory and ship to stores as needed.

    Opportunities to Generate Impulse Purchases for BOPIS Customers

    As more customers take advantage of Buy Online, Pickup In Stores (BOPIS) services, brands and retailers will increasingly deploy large-format print POP displays to influence impulse purchases in-store that are compatible with the online purchase. When people stop on their way home and pick up their order, they’ll be greeted with displays that offer beverage choices to accompany their takeout meal or fashion accessories to enhance apparel purchases.

    Automated Assembly for Higher Investment Returns

    Automation and automated assembly processes are transforming the way brands can design large-format POP display with CAD-driven design tools and 3D prototyping for a more efficient design process. Robotic folding and modular component systems with interchangeable parts enable use across campaigns and automated workflows with ERP systems help reduce overstock waste. Automated processes also lead to faster time-to-market benefits and can be scalable to handle the need for small batches or to replace damaged POP displays.

    Smart Packaging for Dynamic Customer Interactions

    The physical and the digital world converge with large-format POP displays that utilize smart packaging integrations that include NFC/RFID tags, QR codes, and IoT sensors. These innovations give shoppers access to product information, stories about material sourcing and creation, and augmented reality experiences. They provide brands with real-time tracking to manage inventory more efficiently and maintain promotional product quality.

    Conclusion

    When it comes to making a memorable impression and driving in-store impulse purchases, the size, visual impact, and physical nature of large-format print POP retail displays provide benefits that brands shouldn’t ignore for in-store retail promotions. Products stand apart from the competition and own the floor space with attractive end caps, free standing tower POP displays, or dump bin displays that shoppers can’t help but notice.

    POP retail displays have evolved and today there continue to be innovations that help brands increase brand visibility and enhance brand presence when placed strategically where customers will be. They influence unplanned purchases and help products stand out during seasonal or new product promotions. Large-format print POP displays also help retailers optimize floor space and target locations based on traffic flow. They continue to be one of the most cost-effective brick-and-mortar marketing methods that brands can use to drive sales in competitive marketplaces.

    A strategic and successful large-format print POP retail display campaign involves several stages from initial concepts based on buyer personas through the perfect and secure placement of your large-format POP. These include choosing a theme and call-to-action, determining style and design elements, and finding materials that stand up to the job.

    For best results, turn to a trusted print company that can help you overcome challenges and find solutions to help the process run smoothly from start to finish. Marketing.com has the large-format print POP experience and expertise to handle your job and guide you to success. Contact us today.

  • Instore Retail Marketing: Strategies for Bridging the Gap Between Online and Instore Experiences

    Instore Retail Marketing: Strategies for Bridging the Gap Between Online and Instore Experiences

    Now that shoppers are a few years removed from the COVID pandemic, they’re settling into a new comfortable balance between online convenience and in-person shopping experiences with their favorite retailers.

    As a result, brick-and-mortar retailers are developing strategies to reach out to and interest shoppers through the marketing channels that their customers favor. Whether it’s digital, social media, or print, and regardless of where their journey begins, the ultimate goal is for it to culminate with an instore experience.

    This integrated multi-channel online/instore planning requires consistency of messaging across all channels and the ability to use AI-powered data analysis to gain valuable customer insights. Retailers can use AI to tailor messaging and product recommendations based on preferences, often in real time. Retailers should also rely on AI-solutions to manage inventory in real-time to ensure stock availability across both online and offline channels.

    One of the most appealing aspects of online/instore marketing integration is that it benefits both the retailer and the customer.

    Four Benefits of Online/Instore Marketing Integration for Retailers

    1. Seamless Shopping Experience for Customers – Retailers recognize that not every customer arrives at check out from the same point of contact. Therefore, attracting their interest requires consistency of messaging content crafted to work best on the platforms they use and optimized for search on each according to key terms and browsing history. Brick-and-mortar retailers can break down the walls between the physical and the virtual, responding to customers with a unified and smooth operation that delivers satisfaction at every contact and improves foot traffic.
    1. Increased Brand Loyalty – Offering customers more online/instore shopping integration helps retailers keep their customers happy and engaged. Lines blur between the physical location and ecommerce experiences. Stores add AR kiosks or AR mirrors to let shoppers try on items virtually in store and customers pick up on-line ordered items the same day at a physical location.  Print packaging and signage bridges digital gaps through QR codes. Online/Instore retail marketing lets retailers optimize customer data in real time, deliver useful recommendations and wider inventory choices with AR, and create a frictionless experience that builds trust and repeat business.
    1. Reduced Order Returns – When retailers offer instore pickup for items ordered online, they can dramatically reduce their shipping and reshelving costs for returned items. Customers have the opportunity to inspect and try on an item in the store and if unhappy with their selection can exchange it for another item in the store. It also lets retailers restock items for resale more quickly and helps them track inventory more accurately. Retailers can also serve as return centers for products purchased by customers online, regardless of whether it’s the retailer’s product.
    1. Increased Revenue – When retailers reach customers on the marketing platforms they frequent and create a seamless strategy of communication across more than one channel through the buying journey, they see revenue growth and more impactful engagements. According to CapitalOne Shopping Research, retailers that use 3-or-more marketing channels increase customer engagement more than 250 percent over single channel retailers. The research also reports that when consumers spend $100 online and then visit the retailer’s physical location within 15 days, they spend an additional $131. 

    Three Benefits of Online/Instore Experiences for Retail Shoppers

    1. Convenience and Flexibility – Shoppers appreciate retailers that make it easy to pick up purchases at times that suit their busy schedules and let them receive their orders faster. When they can buy online and pick up at a physical retail location, or “click-and-collect” their purchased items, they have confidence that their order will be complete and waiting for them curbside or in a designated pickup kiosk or area.  This offering can lead to increased foot traffic and upsell and cross-sell opportunities for retailers as well.
    1. Customer Confidence – One-on-one time with a retail associate in store lets shoppers get answers to questions or guidance on product use that online shopping can’t deliver. Consumers visit numerous websites, read online reviews, explore social media, or study catalogs to learn about the products they purchase, and an in-store visit can be the final event where they can physically inspect, handle, and receive guidance and product instruction.
    1. Order Security – Unfortunately, there are criminals who steal delivered packages from the front porches or doorsteps when customers are at work or away from home. Security measures like door cameras can prove theft, but the item is still gone. Instore pickup eliminates this possibility, and your customer still has the satisfaction of receiving their package quickly. Instore pickups also reduce the possibility of product damage from handling during delivery.

    Components of Online/Instore Retail Strategies

    A well strategized online/instore marketing strategy will include and integrate these elements to reach across channels and deliver shoppers to your doorstep:

    • Hyperlocalization identifies opportunities to give shoppers product availability with “near me” SEO optimization, a local touch by including maps and directions, pickup location options, availability time notifications, and geo-fenced promotions that are triggered to engage customers the moment they walk through your door.
    • AI-personalized and timed communication delivers tailored messaging to customers at the ideal moment in their shopping journey and provides shoppers with relevant information that can anticipate needs based on behaviors to increase order value and retain customers.
    • Multi-channel marketing delivers content that shoppers find helpful and reaches them on several touchpoints as they explore product options and make their purchasing decisions. This can include email-to-store promotions, social media to physical conversion, and instore digital integration.
    • AR integration into online/instore multichannel marketing enables brands to let customers preview products in 3D before arriving at the physical pickup location. Shoppers can model clothing, try out new makeup shades and inspect items in detail while retailers personalize the entire experience with in-store journey mapping and recommendations.
    • A multichannel marketing platform like Marketing.com’s DOT® that efficiently manages and optimizes customer data and coordinates all facets of digital, print, and social media communications.

    Two Customer Journeys. Same Destination

    Here’s how two customer journeys might look when retailers deploy multi-channel, multi-platform marketing strategies personalized with AI data.

    Interest Stirred

    Customer A’s interest in a product is aroused when an ad appears on her preferred social media platform. The ad is personalized to reflect her browsing history, and the content can include video and other interactive elements to spur deeper engagement and eventually lead her to the retailer’s website.

    Customer B receives a personalized direct mail postcard in his mailbox at home that has been customized using information gained from past experiences or demographic profiling with innovative variable data print technologies. The mailer has photos and graphics that reflect the household’s lifestyle, a QR code that directs to a personalized landing page, and a coupon that contains a special code that can be used either instore or on the retailer’s website for special offers.

    Search Optimized

    Customer A uses apps on her mobile device to help her visualize products and make more informed decisions. She’s embraced AR as a way to see how a product might look in her home or as a way to virtually try on clothing. Her experience and the choice of products she sees have been tailored on past search behavior and shopping preferences.

    While searching on his laptop, Customer B shares his email to join a retailer loyalty program and to receive promotional emails. Shortly thereafter, he receives a personalized email from a local retailer triggered to coordinate with discounts patterned around his search habits and profile. The emails contain links to customized landing pages with product videos or other engaging content announcing a limited, in-store promotion.

    Selection Made with Confidence

    Customer A had been a little reluctant to buy clothing and shoes online and, the few times she had, the result was disappointing. Items had to be returned. She’d also heard reports from neighbors that packages had been stolen when delivered to an empty household. Now, after using AR to find and order the items she wants on her mobile device, she’s arranged to stop at the store on her way home from work. That way she can physically inspect and try on her items knowing they will be there waiting.

    Customer B always has a hectic Wednesday after work, depositing and picking kids up at sports and music practices. Before leaving work, he goes online to place an order for a meal with a favorite local restaurant to be picked up at a time that’s convenient for him. He also knows that even though the kids are picky eaters, and his order contains special dietary instructions, there will be no misunderstandings because the order was verified by return confirmation by both text and email.

    Convenient Instore Pickup

    Customer A arrives at the retail establishment and upon entering receives a text notification with pickup location and instructions, as well as promotional offers available instore to complement her order. A strategically placed printed poster grabs her attention, and she purchases an item that she unexpectedly finds on sale at the checkout counter.

    Customer B arrives at the restaurant and finds everything ready and prepared just as requested. He picks up some beverages and an impulse dessert before heading home. The cashier places a printed menu in his take-away bag.

    Attentive Follow Up

    Customer A receives a ‘Thank You’ text shortly after getting home that also asks her to rate her experience with the retailer, who will post her comments on online review platforms. There’s also a BOGO offer created around her shopping habits that she can print or use with her mobile device. After unpacking, she notices that the retailer’s shopping bags are attractive and made from quality, sustainable materials. She sets the bag aside for future use.

    As Customer B lays out the meal, his family watches a brief video about the restaurant’s food sourcing that they access through a QR code on the menu. The customer later gets an email in his inbox from the restaurant thanking him for his patronage and sharing a coupon for 20 percent off his next purchase. A few days later he receives the same offer on a direct mail postcard.

    As you can see, there are many touchpoints along a shopper’s journey when retailers can coordinate digital and social media channels with print and use AR to enhance the experience and bring customers through their doors. Develop a strategy that is flexible and adaptable to the lifestyles of your shoppers to increase both online and instore engagement.

    Marketing.com has the experience and experts to help you create a successful online/instore multichannel marketing campaign. Contact us today.

  • How To Drive Foot Traffic with Direct Mail For Retail

    How To Drive Foot Traffic with Direct Mail For Retail

    Attracting customers can be the most challenging aspect of making a business successful. For many retailers, this means attracting a steady stream of local shoppers into their store. According to a Forbes report , more than 93% of consumers typically travel 20 minutes or less to make their everyday purchases.

    Direct mail can improve retail foot traffic to your store with local targeted mailings that are customized by region and by audience using personalized variable data print. Innovative retailers are able adopt location-based targeting to build community and brand awareness, create lookalike audiences based on existing customer characteristics, build out loyalty programs, and use personalized promotions with strategic direct mail campaigns that draw customers in by offering value. Automated marketing platforms make it easy to coordinate direct mail with digital and social media campaigns for wider audience reach, thus increasing the effectiveness of each channel. According to the USPS, marketers saw their ROI increase by 60% when combining direct mail with digital channels.

    In this blog, we’ll explore the impact of direct mail on driving foot traffic to retail stores and present the benefits of using direct mail for local marketing and promotions to create a personalized shopping experience. First, let’s cover a few of the basics.

    What is Direct Mail?

    Direct mail is printed communication, advertising, and promotional material that businesses send to prospects and both loyal and lapsed customers. This material includes postcards, direct mail letters, self-mailers, catalogs, and booklets. Large and small retailers value direct mail because of high open rates and the ability to finely craft personalized messaging using existing customer data. According to Fundera, for every $167 that marketers spend on direct mail, they sell an average of $2,095 in goods and services, an ROI of 1,300%.

    Why is Direct Mail Effective?

    Direct mail works because homeowners enjoy receiving mail; they trust the promotional and marketing material they receive in their mailboxes. A Direct Marketing Association (DMA) study determined that nearly 60% of homeowners in the U.S. consider direct mail a good thing. Direct mail is not just embraced by older consumers! A Gallup study found that 95% of millennials enjoy and look forward to getting direct mail every day.

    Direct mail is unique among marketing channels in that it brings a tangible element to consumers. Design and layout play a crucial role in its success. Businesses can choose from a variety of formats and sizes, and add texture through finishes and coatings. Utilizing a commercial print partner for your direct mail needs deliver eye-catching colors and sharp images. These factors create an emotional connection that other channels can’t provide.

    A strong call to action (CTA) such as redeeming a personalized coupon, responding to a special offer, or attending an exclusive event drives a response and interaction with your store. This places an emphasis on the ability to customize and personalize the CTA using demographic, geographic, and behavior-based data so that the recipient finds it impossible to resist. Applying customer data, lookalike and regional information can be combined with variable data print options to ensure your direct mail piece is engaging to your consumers.

    Direct Mail Choices for Businesses 

    Most retailers have the option of deploying three types of direct mail campaigns, based on budget, time, and degree of data optimization.

    • Saturation Bulk Mail remains one of the most affordable ways for a retailer to reach a large population throughout a location to increase brand awareness across a wide geographic area.
    • Every Door Direct Mail (EDDM) is one of the many programs offered by the USPS that allows businesses to map the relevant ZIP codes of their audience by age, income, or household size and, as a result of the competitive rates offered by the postal service, get their promotions delivered directly into the mailboxes of the customers for less than the cost of a first-class stamp.
    • Targeted Direct Mail lets retailers use curated lists of prospects and customers to send very personalized messages built around specific criteria to more effectively target households and produce significant returns. Automated marketing platforms have made it easier for businesses to manage data, variable data printing provides seamless personalization of content, and unique QR codes and program codes can track engagement.

    Smaller businesses with limited resources or direct mail experience often work with local marketing experts that offer a range of direct mail and digital services. Innovations in technology have made it easier to specifically target households within certain neighborhoods. These professionals can help retailers manage direct mail costs by sending coupons and ads through shared mail envelopes to targeted households.

    5 Ways to Increase Foot-Traffic

    1. Personalize Content, Coupons and Offers
      Use text and images that reinforce your brand’s identity with the lifestyle of your prospect. You can create singular pieces by incorporating names, personal information, and customized images.
    • Add maps, upcoming events, and local landmarks that distinguishes the mailer and sets it apart from the other pieces in the mailbox.
    • Send coupons and offers based around your customer’s priorities. Upsell with promotions based on previous purchases and celebrating milestones in your relationship with them.
    • Include QR codes or personal URLs (PURLs) that bring digital content into the mix and add an interactive engagement with your store.
    • Personalization is a key factor in the proven success of direct mail for reengaging with once-thought lost customers and offering them a compelling reason to return. According to a recent ANA study, 70% of customers surveyed have re-started a relationship because of direct mail.
    1. Boost Loyalty Program Engagement
      According to Invesp, 69% of consumers say choice of retailer is influenced by where they can earn customer or rewards programs. Customers recognize and appreciate when the businesses they frequent pay attention to their needs and are engaged in building a better experience for them through loyalty programs. It’s easy for emails to loyalty program members to get overlooked in a crowded in-box. Your direct mail piece and recognized branding can easily stand out among the few other direct mail pieces homeowners receive in a typical day.

      Send rewards to your loyalty program members with triggered direct mail that adds value to every visit to your store. Direct mail is tangible proof that your relationship with them matters and provides an incentive enjoy the benefits and cost-savings your program offers. You can add tracking codes to monitor what brings them back and continue to fine tune your mailings with every new purchase.

      You can add the fear of missing out into your direct mail by including limited-time offers and invites to ‘can’t-be missed’ events that only your customers can enjoy. The timing of when your mailer reaches your loyalty program member is important, which makes having an automated marketing platform that tracks and triggers mailings that your customers want to receive important.

    1.  Create Compelling Promotions and Events
      You can use direct mail to create curiosity around special sales, promotions, and events at your store and invite prospects to join in the fun. Direct mail works because your audience can hold on to it until the big day as a physical reminder. The piece can include important contact information, dates and times, and maps to make it convenient for customers to respond.

      The local nature of many direct mail campaigns provides opportunities to synchronize campaigns with print signage like billboards and banners in high-traffic areas. Research has shown that a message must be seen at least seven times before it is remembered. Coordinating direct mail and promotional signage improves the effectiveness of each and increases visibility and recognition both inside and outside the home with multiple reminders of your store, promotion, or event.

    1. Integrate Direct Mail with Digital and Social
      Adding email, digital content, and social media strategies to direct mail campaigns enhances the credibility of the messaging on those marketing channels. Brand reach and engagement are streamlined across all the devices your customers use to connect with you. Your prospects are more likely to act when they encounter consistent messaging across different media.

      A multichannel marketing approach lets you combine the trustworthiness of direct mail with the immediacy of direct and social media marketing to achieve greater results than if deployed separately.  One way to connect print and digital is with QR codes or Personal URLs (PURLs) in print materials that lead to websites, landing pages, and immersive AR experiences and make it possible to track, collect, and analyze the effectiveness of print campaigns in real time. Through channel marketing platforms, like Marketing.com’s Dot™, allow simplified management of data and analytics for complete campaign ROI tracking.

    1. Measure Key Metrics for Success and Continually Optimize
      Identifying the key performances indicators for your campaign will provide you with the best measurement of success based on your goals. One of the most basic metrics to track is response rate to the direct mail piece. This will determine the effectiveness of the CTA and show your return on investment. Another common measurement is conversion rate, which can tell you how many people made a purchase or became customers, based on your method of tracking. You may also want to measure the cost per response to help budget future campaigns.

      Customer lifetime value shows you how well direct mail performs as a channel in creating loyal customers. The data you gather throughout your direct mail campaign can help you improve future campaigns and guide you to make smarter, more informed decisions on all your marketing strategies.

      To increase foot traffic to your store, follow the example of successful retailers in your community with direct mail strategies that attract more prospects and bring loyal and local customers through your doors. Marketing.com can help you connect the dots to create memorable and profitable direct mail campaigns and integrate your marketing efforts across all of your marketing channels.

  • Sustainable Retail Signage: How to Display Your Commitment to Sustainability

    Sustainable Retail Signage: How to Display Your Commitment to Sustainability

    One trend in retail merchandising that is picking up speed in 2023 is sustainability. Shoppers are demanding that merchants and manufacturers adopt sustainable practices to reduce production and packaging waste and diminish their carbon footprint. An international study of 20,000 customers by the grocery brand leader Unilever identified one in three (33%) people were choosing to buy from brands they believe are doing environmentally good. Retailers have responded by making sustainability a major focus in their visual merchandising, and are making their commitment a component of branding and building customer trust.

    This includes the signage, promotional posters, and displays their customers see and come into contact with at their retail locations. That’s why it’s important that retailers work with printers and marketing agencies that share their commitment for sustainable signage creation and use eco-friendly materials when creating signage. Here are three issues retailers should consider when adopting sustainable signage strategies.

    What materials are used for sustainable signage?

    The first place many businesses begin their commitment for green and eco-friendly sustainable signage is with their choice of the material of their sign. They turn to resources made from recycled materials that can withstand the weather and change of seasons (if outdoor signage is required) or tolerate repeated handling if used for indoor displays. The most favored materials include:

    Bamboo – Favored as a sustainable hardwood, bamboo requires no pesticides, consumes carbon dioxide, and grows almost as fast as it can be harvested and put to use. Although sturdy and durable, it can be pressed and shaped for a variety of uses and can withstand outdoor exposure.

    Synthetic Paper – It may seem counterintuitive to list a product with ‘synthetic’ in its name as a sustainable, eco-friendly material. Manufactured from polypropylene means no cancer-causing or dangerous chemicals are used in its production and it is 100% recyclable. Synthetic paper resists moisture, doesn’t tear, and is UV resistant, making it a solution for both indoor and outdoor promotions.

    Corrugated Paper– Lightweight and easy to display, signage made with corrugated papers is 100% eco-friendly when constructed from PCW, or Post-Consumer Waste, that is recyclable and cost-effective. It is best suited for indoor displays and is lightweight, durable, and an ideal surface to show off sharp colors and designs.

    Aluminum – Aluminum is particularly effective for outdoor advertising and signage. It’s lightweight, pliable, and extremely durable. Most importantly, in terms of sustainable signage, aluminum is one of the most recyclable materials used in signage, and can be repeatedly recycled and maintain its quality.

    What are substrates in signage?

    Substrates are the base materials that images are printed upon, and to be eco-friendly and environmentally sustainable they must be biodegradable, recyclable, or made from recycled products. They must able to hold ink properly, cut without damaging the ink, and able to accurately match desired print colors. Many new substrates provide better quality than less-sustainable alternatives, making them budget-friendly as well.

    Here are a few substrates being used for retail signage:

    Rigid Paper Board – an excellent alternative for PVC foam signs, the board surface is moisture-resistant. While technically foam board can recycled, in many states it’s difficult to find recycling centers that can process foam boards. Rigid paper board is finding uses for eco-friendly retailers.

    Paper-based Styrene Alternative – an excellent alternative for styrene signs, this material is a smooth, static-free substrate that is 100% paper-based and recyclable. It’s high levels of ink absorption and faster cut times makes it highly effective and efficient. Plus, the material does not capture oils from fingerprints.

    Foamless Foamcore – a sustainable alternative to foam board signs, foamless foamcore uses multiple layers of recycled paperboard with a smooth surface and embossed paper core, typically white clay-coated paper or brown kraft paper. Its common use is to mount photos and displays as a backing material.

    Paper-based Backlit Film – commonly used for light box displays of restaurant menu boards, movie posters, and to catch attention at trade shows, backlight film paper is an environmentally friendly material that is water-resistant and can be laminated. The material is 100% recyclable and is an excellent alternative to harmful plastics used to create backlit signs.

    Post-Consumer Waste Cardstock – as the name implies, this cardstock is composed entirely of cardboard and paper that is left over from manufacturing processes or waste material that has been recycled directly from recycling bins and not sent to landfills. It is ideal for retail indoor posters and displays.

    How can signage be more sustainable?

    Another way that retailers are making their signage more sustainable is to rethink exactly what role their signage plays in their retail marketing and how to use technology to go green. For instance, lighting plays an important role in deploying signs that attract eyeballs and create memorable impressions. Replacing traditional neon and fluorescent lighting systems with energy-efficient SEG frames and lightboxes allows retailers to continue to illuminate signage and save money and energy. Retailers are also discovering that less is more and using transparent signage in store windows that allows passing shoppers to see what’s inside the store and still be attracted by sales promotions and other messaging. Perhaps the most intriguing and evolving form of retail signage is virtual retail signage. Integrating interactive print on signage gives retailers the ability to connect with shoppers through their smart phones and deliver 3D modeling, interactive video content, and AR content. While the printed signage remains the same, the content can easily be kept relevant through content management systems, saving retailers costs and reducing signage waste.

    Retailers are presented with a wide variety of materials, substrates, and innovations in technology to demonstrate their commitment to preserving the planet and precious resources with sustainable signage. Marketing.com works with retailers to develop signage results that are good for the environment and business. We help them create innovative packaging, efficient fulfillment and cost-effective shipping solutions from production to distribution.

    Talk to a Marketing.com sustainable signage expert today to discover how you can incorporate your commitment to environmental responsibility into all your retail signage.