CHANNELS OF ENGAGEMENT AT THE POINT OF SALE OF CONSUMER GOODS

It is interesting to talk about a subject that is creating so much buzz across various business circles. There is a lot of evidence that points to businesses enjoying higher sales through active engagement of their point of sales units.  The influence of the out of store online activities on in-store purchase decisions is unique and worth a close look. The moment a consumer is about to do a transaction; it is critical to build loyalty and create multiple income channels for your business.

The message of marketers to attract customer interest in various brands has reached a saturation stage. Sadly, this has led to a point of diminishing returns for marketers who operate in various industries. This means that any business that wants to stay ahead of the pack must be able to communicate with its consumers at the right moments in order to win the lion’s share of the customer’s attention.

One of the best ways to engage this opportunity or business dynamic is to envision the engaged consumer as a segment all by itself. Many brands have an opportunity to engage a great number of their clients but are not paying attention to this new trend. It is important to give a high priority to this move in order to draw customers that would be loyal and valuable to your brand in the long term. Here are 4 of the channels of engagement at the point of sale of consumer goods that is generating the right results:

Text Message promotions Shoppers can be enticed to enter contests while shopping with the use of an effective text message. It is important to get the buyers’ consent in order to interact with them and build a strong following for your brand through their mobile device. About 67% of individuals do their shopping through a mobile device so this is a channel that must not be overlooked. You can create a trend by telling them the best time to shop while tying it to various store locations where you may want to drive increased sales.

Email Coupon programs Consumers can register to receive limited time offers and coupons from their favorite brands. They opt in for such messages/communication from in-store promotions, brand websites, text message, mail messages or in response to calls. You can track the conversion rate from this medium and further understand the location from which the consumer makes the purchase. This can help you to build a strong data and dominate the market that you serve.

Brand Websites Consumers are encouraged to register on the sites and provide important details about themselves. The data would capture their social network profile, information about their household and this can aid the message, research, segmentation or relevance of your sales approach to reach them.  This can help you create a stronger engagement with even the most passive customer on your list.

Social Media Social media connects brands to their customers like no other channel. When this avenue is well harnessed, it can influence the shopper’s behavior and increase the profit margins of any business.

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