It’s no secret that mobile and online shopping have drastically changed the way consumers interact with brands and stores. Businesses need to work to combine in-store marketing like point-of-purchase displays and retail signage along with mobile, not against it, to survive in this shifting landscape. One way for them to do so is to create mobile ads that reflect in-store marketing campaigns and imagery.

Capitalizing on in-store down time

As Advertising Age noted, idle behavior in stores frequently leads to impulse purchases. Gum sales are the clearest indicator of these buys, and they started to decline around the time smartphones became popular. Before, customers would idly scan the store as they stood in a checkout line or waited for a friend to finish shopping. Their eyes would fall on gum and they’d buy some on impulse. Now, shoppers play games and scroll through social media on their phones during their down time, leading to waning sales from impulse buys.

To combat this trend, brands should synchronize their online and in-store marketing so consumers in one area see the same brands and products advertised in the store and on their phones.
This way, a customer idly scrolling through their phone at the store will see an ad for a certain brand of energy drinks. Looking up, they’ll see those drinks on a POP display just a few feet away. Instead of going home and ordering the product online, they’ll simply purchase the drink right then and there.

Creating mobile ads for a targeted, cross-channel experience

In addition to promoting impulse purchases, aligning mobile and in-store marketing strategies increases customer satisfaction. One Salesforce survey, which tracked responses from over 2,000 consumers, found 36 percent of respondents dislike brands that don’t provide a consistent experience between online, in-store and mobile. This means that even if a customer doesn’t buy anything in the store, he or she is still comparing the experience to other channels. Any weak spot can convince them to turn to another brand.

What’s more, an equal number of consumers prefer to shop online as do in stores, both hitting 39 percent. This information essentially confirms that in-store graphics and displays remain an important part of retail and help brick-and-mortar stores compete in the world of mobile and online shopping.