Drive-to-store: 4 tools to implement to generate in-store traffic

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Drive -to-store represents all the actions implemented by a brand to generate traffic in its point(s) of sale . In the digital age, we now also talk about phygital drive-to-store . Indeed, these actions are designed for both the physical (in-store) and the digital (social networks, search engines, website, etc.).

You may have already heard of ROPO (research online, purchase offline) which is ultimately a synonym for drive-to-store strategy . It is the act of finding information on the internet that encourages you to go to a store to buy .

Drive-to-store is an essential lever: it now represents 66% of retail advertising budgets in France, or a total of 74 billion euros 1 . But then, how and with which tools can you set up operations that encourage people to visit your stores? We explain everything in this article.


1. Local advertising to encourage drive-to-store
2. Direct marketing to generate in-store traffic
3. Presence management to attract your customers to points of sale
4. Social networks at the service of your social-to-store
Conclusion


local drive to store advertising

1. Local advertising to encourage drive-to-store
Local paid advertising is an essential tool to attract your customers to your points of sale. Whether on Google or Meta, or even other platforms, it represents a very effective lever.

Google Ads
With geolocalized ads offered by Google Ads, you have the pakistan phone number library opportunity to attract customers located near you. They have also been specially designed to help businesses reach their local target .

The ads presented to users of the Google ecosystem are relevant and multi-channel , whether on the Search network (keywords), the Display network, on YouTube or on Google Maps, your ads are broadcast by adapting to each format.

The Google Ads console gives you access to your key insights and KPIs, including conversions and your ROAS (Return on Ad Spend) to assess your impact and optimize your campaigns as best as possible .


Meta Ads
On the other hand, on Facebook and Instagram, you can precisely target users based on their location, but not only that: their interests, behaviors and socio-demographic profiles are also available, which is ideal for maximizing your drive-to-store .

Meta offers a platform dedicated to businesses for managing, among other things, their online advertising campaigns : Meta Business Suite . With it, you can segment your local audience very precisely, down to the nearest kilometer.

Like Google Ads, the formats offered are attractive and varied : carousels, videos, stories, real, classic posts... you can integrate interactive cards and engaging CTAs : “Visit us”, “Take advantage of the in-store offer'...



direct marketing in-store traffic drive to store

2. Direct marketing to generate in-store traffic
The SMS
SMS is an effective tool for drive-to-store because it is instantaneous . The opening rate is very high , in 95% of cases, the SMS is read within 3 minutes after sending 2. It allows you to promote promotional offers at the point of sale and encourage customers to travel .

SMS campaign targeting can be based on different criteria: purchase history, geographic areas, online behavior, etc. It is also possible to rent databases in order to reach a new audience.

Thanks to the customizable fields , you can adapt the content of your SMS: indicate the person's first name or mention a recent purchase for example.


The RCS
RCS, often referred to as SMS 2.0, is an enriched text message that makes it easier for the other party to take action. It benefits from the same opt-in as SMS, which is very practical and saves you from having to ask your base for consent again.

RCS allows you to add images, videos, gifs to your messages and connect a navigation application indicating your address to bring your prospect to your point of sale. The experience is therefore much more immersive and complete than a simple SMS.

By adding personalized CTAs , you encourage people to take action: “Make an appointment”, “Buy now”, etc.

Finally, monitoring your performance is quite easy. You can track the number of clicks and interactions with your campaigns in order to understand your audience's behavior and adapt to it.


Emailing
Last tool in this non-exhaustive list of direct marketing tools : emailing. Even if it is classic and has a lower opening rate, email remains a fundamental tool for communicating with your customers and encouraging them to visit you in store.

It allows you to segment and personalize your content to target relevant prospects and customers who may be attracted by your campaigns. The form and content of your emails can be varied and worked on in order to arouse desire among your interlocutors. Obviously, in order to encourage drive-to-store , we advise you to communicate on offers only accessible at the point of sale.

To gain efficiency, don't hesitate to set up automation scenarios based on the reactions triggered in your contacts.


presence management drive to store traffic in store

3. Presence management to promote drive-to-store
Google My Business
We talk about it very often, but it's obvious: Google My Business is an essential tool for your local SEO and your online visibility . It therefore plays an essential role in generating in-store traffic.

By optimizing your Google My Business listings as best as possible, you will be able to be seen in the Google Local Pack but also be chosen thanks to information that makes your business attractive (accessibility, details of your activity, exceptional hours, prices, payment methods, etc.).

In addition, in order to maximize your local visibility, we advise you to work on managing your customer reviews , from collection to response, making sure you are available, courteous and responsive.

On Google Business Profile, it is also possible to put Google Posts online ; don't hesitate to use them to communicate about your news, your offers and your new products!



Apple Business Connect
A little more recent than its competitor Google My Business, Apple Business Connect is an online visibility service offered, as its name suggests, by Apple.

It allows you to publish fairly similar information: your contact details, your address, your photos and to respond to your customer reviews.

In short, they have the same utility, that is to say to be found and chosen to promote drive-to-store , even if they do not reach the same audience: users of the Apple ecosystem.


Local directories
There is no doubt that you must know a few of them: Yelp, PagesJaunes, Justacoté… Online directories are essential to developing your online visibility with local users. They allow you to expand your presence on the internet and establish your company's authority with Google.

So don't neglect them and register on different local directories. Obviously, we recommend that you prioritize quality over quantity.

As on your Apple and Google establishment files, add your hours, your contact details, your address and a brief description of your activity.

Also, some local directories offer local advertising , so why not give it a try?