Bringing Digital In-Store With Influencers

Holly Pavlika

SVP, Marketing & Content at Collective Bias
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Digital pieces are shifting back to middle ground of focusing on the digital in-store shopping experience. So how do you take digital and bring it back in store rather than just leveraging digital to arm the consumer with information outside of the store?

Retailers are acknowledging that people are checking prices in-store and are making it possible to check the price while at the shelf to show that they’re getting the best price. Bringing digital in-store could be the panacea for the retailer who is losing physical locations to the better customer experience online. There’s little doubt that we all need to help guide the shopping experience in-store through digital and beacons, bringing content to the customer at shelf, assisted-selling bots programmed to guide shoppers through the store will all lead to a much better customer experience.

Today’s customers are looking for personalization, which is why influencers have become such a big focus. They personalize everything they buy and today purchase decisions are often less about the retailer or the brand than it is about the endorsement from real people. If an influencer you like uses the product or wears that piece of apparel, it’s an endorsement more trusted that what the brand has to say. You’ve all seen this stat from Nielsen: “92% of people trust recommendations from their friends.”

Marketers are looking for ways to justify influencer marketing budgets, for ideas for connecting influencer content back to other marketing pieces, or to bring the content in store. I believe most people value influencers first and foremost for their relationships. But influencers are an important part of any brand’s content strategy. We always recommend to the brands we work with that they should maximize the influencer’s content. But it’s important always give credit to the influencer.

What are some of the ways you can leverage influencer content?

Tear pads: a recipe at shelf on a tear pad could entice a bigger basket purchase. This example combines two products in a unique, easy-to-make recipe.

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Rollback in-store display: featuring an influencer’s content in-store on a pallet is again a great way to promote new usage occasions that can drive incremental sales. Who would have thought to use snack crackers as breadcrumbs?

Looped in-store video: influencer-created video can be looped and used in-store.

In-store demos: invite influencers to your in-store demo. Choose vloggers and ask for them to capture your demo. The demo can then live on long after the demo and be used as well as in-store video or live alongside website copy to drive purchase.

Highlighted in-store flyers or emails: look at Hallmark used inspirational influencer content to provide tips for breaking through the noise during key selling seasons like the holidays.

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And don’t forget to repurpose your influencer content online. It can live on your website and social channels. It can make emails much more engaging. Consumers are hungry for content. And relevant, engaging influencer content all adds up and helps move consumers to purchase.

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Holly Pavlika

SVP, Marketing & Content at Collective Bias

Holly oversees marketing and PR. Holly, also a blogger, founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. She is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life campaign.