Offline marketing is an essential part of any business strategy. It includes various elements such as store layouts, digital signage screens, and more. However, measuring the effectiveness of offline marketing can be challenging. Unlike online marketing, where you can track clicks and conversions, measuring a store's marketing results is not easy. However, it can be done easily and effectively with AI-based video analytics by DISPL.
Innovative DISPL technologies gather detailed, non-personalized customer data known as Visitors Insights. By leveraging these insights, offline businesses can gain a more comprehensive understanding of their customers, leading to more effective marketing strategies and successful outcomes. Let's explore how to evaluate offline marketing effectiveness.
A potential customer's consumer journey usually begins with a product or brand awareness through various channels such as advertising, social media, or word-of-mouth. Visiting an offline store is part of the sales funnel as it allows customers to physically interact with the product. The in-store experience can influence their decision to buy and their perception of the brand. These offline experiences need to be analyzed and measured.
Offline marketing tools that can influence the offline consumer experience:
- store layout
- product bundling
- shelf placement
- offline POS materials
- digital advertising offer
These offline marketing components need a clear justification and reasons, which may not be easily noticeable just by looking at sales data. Businesses need to observe customers, their behavior, and their preferences. Only then will they be able to meet their needs effectively.
Evaluation of offline marketing
The DISPL platform is able to analyze store camera feeds and collect information that influences offline marketing. This data contains information about the time people spent shopping in a specific store aisle, parameters of people who looked at a particular item or an ad (age, gender), and people's reactions such as happiness, sadness, etc.
By analyzing these metrics, businesses can identify areas of the sales funnel that need improvement and adjust their offline marketing strategies accordingly. For example, if many people visit the store but few are making purchases, the business may need to improve its in-store experience or offer more compelling promotions to encourage conversions. Overall, calculating a sales funnel in offline marketing can help businesses to optimize their marketing efforts and drive more revenue.
KPIs for your store
Key performance indicators (KPIs) are crucial in measuring offline marketing effectiveness. Here are a few critical retail KPIs to keep an eye on:
- Sales Per Square Foot: It shows the average profitability for every square foot of sales space.
- Conversion Rate: The percentage of visitors who make a purchase.
- Customer Engagement Time: It shows the average time customers spend engaging with the product, shelf or advertising offer.
- Customer Demographics: Understanding the age, gender, and emotional state of your customers can help create more targeted marketing campaigns.
The DISPL platform can monitor these KPIs and provide detailed reports, allowing you to adjust your strategies as needed. Based on this information, you can identify areas of high customer traffic and allocate staff efficiently depending on the customer's route.
Track offline retail marketing campaigns
It is crucial to consider the relationship between offlineand online marketing. By examining the effectiveness of your marketing effortsin the physical world, you can gain a complete picture.
For example, you may find that your online advertising has high engagement rates but needs to translate into sales. This could be due to several factors, such as poor product placement or confusion among customers about where to find your product. Another example, you can see the target audience for your product using video analytics and adjust your advertising campaign based on this.
Businesses can optimize their overall marketing strategy and achieve better results by analyzing the relationship between offline and online marketing.