In-person retail events are becoming more important than ever — and they’re more than just a way to hand out samples or drive short-term sales. As shoppers seek out in-person connections, don’t miss the moment to make your brand matter. When done right, these retail events, or “retailtainment” events, can create meaningful shopper touch points, fuel long-term brand loyalty and generate buzz both inside and outside the store.
But how do you make sure your activation goes beyond just a cool moment to become a long-term, conversion-driving memory for shoppers? Here are our best tips for maximizing the impact of your next in-store event.
1. Start with the shopper in mind.
Before you think about signage, samples or swag, take a step back and ask what might be the most important question of all: What does my shopper want or need right now?
Above all else, your event should be grounded in a clear understanding of your target audience’s habits, preferences and challenges. The more customization you can plan to deliver for your shopper, the better.
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2. Plan for the unexpected.
Even the best-laid plans can be upended by things like shipping delays, store layout changes or unexpected weather. Build flexibility into your approach by preparing for multiple scenarios and always having a backup plan. Be prepared to adapt and take things in stride!
A little contingency planning and an optimistic attitude can turn an “oops” into a “no problem!”
3. Balance creativity and commerce.
Yes, your event should be memorable — but it also needs to move product. Don’t forget about sales in your attempts to be flashy. The most effective in-store activations find the sweet spot between brand storytelling and sales enablement. For example, think hands-on demos that lead directly to a purchase, or fun quizzes that end with an add-to-cart link.
Creativity for creativity’s sake is fun, sure, but creativity with conversion in mind is what distinguishes truly smart shopper marketing.
4. Measure metrics beyond attendance.
A crowd is great, but it doesn’t tell the whole story. Consider attendance versus planned attendance; did many shoppers find out the event was happening and come to the store when they didn’t plan to? Then, go deeper by focusing on KPIs that reveal more about how the event influenced behavior. Did it drive sales lift in the moment? Did it influence shoppers who weren’t already planning to purchase that day? Did it boost social shares or email sign-ups?
Additionally, trackable tactics like QR codes and post-event surveys can help prove value and give you insights to optimize the next event. Overall, you want to ask — what is the impact of the event beyond the event itself?
5. Personalized the experience.
Generic, one-size-fits-all events aren’t cutting it anymore. Today’s shoppers want brands to speak to them, not at them. Consider ways to tailor the event experience to different shopper types, whether that’s through product recommendations, interactive polls or content that adapts based on preferences. Give shoppers a choice in as many ways as you can during the experience, from their options for engaging with the event to how they want to keep in touch with your brand following the event.
6. Use technology to extend the experience.
Technology can help bridge the gap between physical and digital, creating a more seamless, omnichannel experience that isn’t limited to only the hours your event takes place. For example, you might use QR codes to connect shoppers with digital content they can engage with during and after the event, create fun social filters to drive shares or encourage loyalty program tie-ins to reward participation. A digital extension also can help you connect with shoppers who can’t make it to your in-person event but still want to experience the moment digitally.
By taking advantage of technology, you can keep the conversation going before, during and after a shopper leaves the store.
7. Make the moment last.
One event can spark big momentum, but only if you amplify it properly. Prioritize capturing photos and videos to use in post-event marketing and sharing shopper testimonials from the event. Consider featuring the activation on your website or social channels — or, even better, find a way to turn it into evergreen content or a case study that enhances your brand storytelling for months after the event ends.
The best in-person retail activations aren’t just about showing up in the aisle. They’re about showing up for the shopper — thoughtfully, creatively and with an eye toward lasting impact. By focusing on the shopper, you’ll be able to create experiences that stick with potential customers long after the free samples are gone. By following these steps, you can make sure in-store events become launchpads for deeper engagement between shoppers and your brand.
Brad Godwin is the SVP of CPG Partnerships and Client Evangelist at Breaktime Media. With over 17 years of industry experience, he’s honed his craft in marketing and sales, developing a passion for creating brand stories and fostering lasting connections with people. When he’s not driving impactful partnerships, he’s a dedicated #girldad, live music enthusiast, globetrotter, culinary explorer and avid college basketball fan.
