By Martin Fawcett, creative director of Bluetouch design at bezier
In-store marketing, as with all marketing channels, must continuously strive for great ideas and innovations that cut through the 3,000 shopper messages we each see every day.
Even the most integrated campaign ideas still need additional ‘va va voom’ in-store; shoppers have less dwell time, more messages to absorb and greater distractions than in any other marketing environment - without additional creative support even the biggest marketing ideas can be lost.
The role of the creative team in the in-store environment is therefore entering a new era. As pressure to convert shoppers into purchasers increases, the skills and experiences of the in-store creative team must be at the top of their game.
For the majority of in-store marketing campaigns, brands and retailers rely on static visual impact, printed materials and substrates. This can be effective, but it can also add to the ‘campaign lottery’ in-store.
Bezier’s creative arm, bluetouch, focuses on creative shopper marketing and combines the skills of experienced creativity with global innovation insights to maximise in-store ‘cut through’. The era of multi-sensory marketing is here to stay, and in-store marketing agencies must draw on interactive characteristics to make the most of client’s campaigns.
The in-store creative teams now have the responsibility of integrating new technologies into campaigns to drive shopper engagement. Bluetouch is currently working with communication technologies like electronic inks, RFID, directional sound and interactive projection to influence shopper engagement and experiences.
It is now possible to change visual content in-store remotely via satellite, direct audio messages to specific area of store, project emotive content that is interactive and enable individual products to activate messaging when selected from the shelf.
Multi-sensory technologies will become an increasingly larger influencing factor in in-store communication as shoppers become more receptive to engaging with brands through action and stimulation.
What is important is that the in-store designers use this ‘era’ to maximise the experience and place pressure on the technology providers to continually challenge the creative processes for in-store marketing.
It is the creative in-store teams, the designers and innovation marketeers that will shape the best practice of shopper experiences in-store; that will create the most effective cut through to evoke shopper action and will, ultimately, be the key influencers of integrating technology into this new era of in-store marketing.
It is the role of the brands and retailers they work with to challenge and encourage their in-store agencies to tackle shopper communication as a multi-sensory experience.
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