January 26, 2012 at 8:55 am
Local Matters to Retailers in 2012
As retailers rethink ways to drive in-store traffic in 2012, more are turning to local. According to a recent RSR (Retail Systems Research) research study, retailers have struggled to create relevant, “local” experiences. Shoppers in different geographic locations have different consumer needs and retailers and brands have focused on maintaining a consistent national brand look and feel, neglecting localization efforts. In 2012, how can retailers localize their digital advertising campaigns to reach the right shoppers, serve relevant ads and still maintain a national brand look and feel? Below are a few things to keep in mind.
Local matters: Retailers often struggle with engagement opportunities with consumers. According to Nikki Baird, managing partner at Retail Systems Research, “retailers increasingly have to drive traffic across more channels with communication tools that reach smaller groups of consumers, albeit potentially in a more targeted way.” By localizing advertising campaigns, ads can still have scale (reaching many consumers, not just a small group) at the local level, serving relevant ads to consumers who meet your local store’s shopper profile.
Localized advertising solutions: Targeted campaigns result in more engaging and relevant experiences for your customers. At MaxPoint, we delve deep into a wide variety of data sources to pinpoint neighborhoods where your qualified audience lives. MaxPoint’s Digital Zip™ technology takes localized ad campaigns to a new level, pinpointing neighborhoods at the most granular level. Read more on localized advertising solutions here.
Retailers who localize: The RSR research report undertook an evaluation of how well retailers are using digital experiences to drive traffic in-store. Evaluated across four criteria (traditional advertising, digital advertising, alternative offers, and on-site communication), the top five “local” advertisers identified in the report were Macy’s, J.C. Penney, Sports Authority, Best Buy and Kohl’s.
As more retailers see the importance of localized advertising, will you be among the top local advertisers in 2012?
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