Drive-to-Store Effect

The drive-to-store effect refers to the ability of marketing campaigns to encourage customers to physically visit a store. While online shopping offers convenience, the allure of in-store experiences cannot be underestimated. Therefore, understanding and implementing innovative strategies to enhance the drive-to-store effect is crucial for retailers. Let’s examine five potential marketing strategies that retailers can make use of.  

Interactive Digital Campaigns:  

Interactive Digital Campaigns leverage social media platforms, mobile apps, and immersive technologies to engage customers in unique and compelling ways. For instance, brands may create augmented reality (AR) experiences that allow customers to virtually try on clothing or visualise furniture in their homes.  

Integrating these digital elements into the physical shopping experience can allow retailers to capture the tech savvy consumers’ attention to drive them to their physical stores.  

Location-Based Targeting:  

Utilising location-based targeting techniques can significantly enhance the drive-to-store effect. Retailers can leverage geotargeting capabilities to deliver personalised promotions and messages to customers based on their proximity to a store’s locations. For example, retailers can send a push notification or mobile coupon to individuals who are in their vicinity, and this can prompt a potential customer to visit and make a purchase. By delivering relevant offers at the right time and place, retailers can effectively influence consumer behaviour and drive foot traffic. 

Experiential Marketing Events: 

Another powerful marketing strategy for attracting customers to physical stores is through hosting experiential marketing events. Retailers can organise memorable experiences for their consumers through workshops, product demonstrations, and exclusive VIP shopping nights. These events not only provide entertainment and value but also foster a sense of community and belonging among customers. By offering unique and immersive experiences, retailers can differentiate themselves from online competitors and drive traffic to their stores, therefore, increasing their drive to store effect.  

Brand Partnerships:  

Collaborating with other brands can help retailers expand their reach and attract new customers. Westfield Rise creates long-term, multi-asset partnerships that integrate your brand directly into the Westfield DNA and the dynamic, innovative retail experiences it has become known for. Additionally, there are bespoke partnerships where you can partner with complementary brands to cross-promote each other's offerings and tap into different customer segments. Brand partnerships can result in deeper audience engagement, long term ROI and increased drive to store effect due to the additional leveraged networks and credibility.  

Digital Out of Home (DOOH) Advertising:  

Implementing digital out-of-home advertising and offering incentives are effective ways to encourage foot traffic. Retailers can utilise DOOH screens in high-traffic areas to display targeted ads and promotions, enticing customers to visit the store. Additionally, offering digital incentives such as exclusive discounts or rewards for in-store purchases can entice customers to make a visit. By providing added value to the in-store experience, retailers can cultivate loyalty and drive sustained foot traffic over time. 

As retailers navigate the ever-evolving landscape of consumer behaviour and online purchasing behaviour, mastering strategies to enhance the drive-to-store effect is crucial. From interactive digital campaigns to immersive experiential events, each tactic plays a pivotal role in attracting customers to physical stores. 

 At Westfield Rise, we understand the importance of forging meaningful connections and creating memorable experiences. We aim to elevate the retail journey for both consumers and businesses alike and ultimately drive business growth in an increasingly competitive retail landscape. Contact us here and discover how our innovative strategies drive customers to stores and make every visit unforgettable.