Boost in-store revenues with targeted campaigns

Like most marketing, a one-size-fits-all approach doesn't work in stores. 

Let's say you want to maintain brand consistency across a chain of restaurants in France.

While your seaside location in Brittany has a car park and a large outdoor dining area, your eatery in central Paris is barely big enough for eight tables. Let alone several promotional posters and banners advertising that children can now eat for free.

Your space in Brittany may allow for large visuals, posters, banners, and celebratory bunting, while a regularly updated A-frame on the street and promotional booklets on tables may be a better option for your restaurant in Paris.

And all your locations need uniform instructions about everything from table layouts and service guidelines to social distancing measures, to ensure the customer has the same great experience wherever they visit.

Not only do you need different materials for each location, but customers will expect different dining experiences in each place. 

If you distribute the same materials to each store, yes, it will be consistent, but you'll end up with a lot of waste, and the messaging won't entice people inside. 

While targeted campaigns can improve the customer experience, many brands have dramatically boosted in-store revenues using this strategy. 

In 2018, Burger King ran a campaign that gave shoppers a voucher for a 1p Whopper that only activated when they were within 600ft of a Mcdonalds' restaurant. 

Burger King's marketing team targeted specific locations where one of their restaurants was nearby a McDonald's restaurant. 

Ultimately, this allowed them to steal customers away from their biggest competitor.

While giving away burgers for 1p may seem like a loss-making exercise, this campaign also dramatically increased downloads of their mobile app. This provided a significant long-term benefit alongside the short-term benefit, as Burger King's marketing team were able to collect more customer data via the app and could now push local promotions to customers in different areas. 

This is a great example of how localised and targeted campaigns can drive short and long-term growth. 

Check out Burger King's promo video below.

While not every company can build an app and copy Burger King's strategy, localised, targeted marketing can make a big impact on your marketing.

Here are some ideas to get you started:

• Promotional window displays in stores adjacent to competitors 
• Link your promotions to local events in the community
• Change the language based on local communities
• Highlight different products based on the buying habits in stores
• Include the name of the local area to personalise store displays

These can be exceptionally effective when paired with brand collaborations, bespoke displays in flagship stores, and product launches.

Much like digital ads with creative designed for specific buyers, this targeted approach can truly elevate your regular campaigns.