Despite the rise of e-commerce, brick-and-mortar locations still offer opportunities for connection and conversion.
These physical spaces offer opportunities to drive brand awareness, encourage product trials, and, crucially, facilitate conversions, according to Sean Crawford, managing director, SMG North America.
“People have been too obsessed with e-commerce,” Crawfold told Beet.TV in this video interview. “Now is the right time to put the store at the center of the commerce media conversation.”
The Store as a Media Channel
Crawford believes people still crave the tactile experience of touching and feeling products, whether in grocery stores, department stores, or specialty retail locations. For him, the physical store allows for a level of product discovery and understanding that cannot be replicated in the digital realm.
“For retailers to think about their brick-and-mortar stores as something more than just a place to sell product, that is the opportunity here,” Crawford said.
He said brands recognize this potential and are eager to collaborate with retailers through their commerce and retail media networks to craft memorable experiences.
Uniquely Powerful In-Store Experiences
Consumers often stick to purchasing the same handful of products each week, especially in grocery settings.
“For a brand to interrupt that journey, it takes a lot,” Crawford said. Brands need to create compelling reasons for consumers to try something new. Once a consumer picks up a new item and enjoys it, they are more likely to repeat the purchase, integrating it into their regular shopping routine.
Crawford said WHSmith, with locations in numerous U.S. airports, offers an example of travel retail. They aim to generate trial among captive consumers, offering brands a unique chance to introduce products to travelers who may have forgotten essentials or are simply looking for something new.
“They’re looking to create moments of trial for brands because you’re going through this moment where you’re in a closed environment, you can’t escape an airport until your flight is ready to board,” Crawford said.
You’re watching “Putting the Store at the Core of the Commerce Media Ecosystem, a Beet.TV Leadership Series, presented by SMG.” For more videos from this series, please visit this page.
