Building Engaging Experiences for Retail Promotions

How is your team localizing in-store audience strategies? 🏪 Not all store visits are the same, and localized trip missions vary by region, store format, and shopper demographics. A convenience store in Manhattan serves a different mission than a suburban Sam’s Club. Understanding these distinctions is critical. 🎯 To build an effective in-store audience strategy, we need to align messaging, media, and promotions with two key dimensions: 1️⃣ Why is the shopper here? Each store visit serves a unique purpose based on geography, shopping habits, and store format: 🛒 Stock-Up Trip (Bulk Buy) – Larger baskets, typically planned for weekly or monthly needs. Common in warehouse clubs and large-format stores. 🛍️ Fill-In Trip – Smaller, more frequent visits for fresh or missing essentials. Typical in urban grocery and neighborhood markets. ⚡ Urgent Need (Immediate Consumption) – A grab-and-go mission for an essential (e.g., medicine, baby care, dinner ingredients). Key for convenience stores and pharmacies. ☀️ Daily Shopping (Habitual Trip) – Regular visits, often in dense urban areas, where fresh food and quick-stop items are a priority. 2️⃣ How do shoppers make decisions? Beyond trip type, decision-making mode varies based on location, occasion, and shopper intent: 📅 Pre-Planned Purchases – Shoppers know what they need before they walk in. Personalized app-based reminders, aisle signage, and digital coupons for planned replenishment items. 🛍️ Impulse Purchases – Shoppers are open to discovering something new. Localized product recommendations, in-store sampling, and digital shelf-edge media. 🎯 Focused vs. Browsing Behavior – Some shoppers are on a mission, while others explore. 💡 Time-sensitive shoppers need efficient checkout options and wayfinding tools, while browsers respond to interactive displays, storytelling, and product bundling. 🏪 Retailers who integrate purchase history, mobile app engagement, and real-time in-store behavior can create hyper-localized retail media experiences that feel intuitive and tailored to the moment. The result? More relevant messaging, increased basket sizes, and higher shopper engagement.

📊 How do you design a retailer-specific promotion optimization study? Promotions are one of the biggest investments brands make — yet too often, they’re designed on averages. The truth? Walmart shoppers don’t behave like Target shoppers. Costco and Amazon each play by their own rules. That’s why retailer-specific research is the only way to truly optimize promotions. Here’s how to approach it 👇 🔹 1. Capture Shopper & Retailer Context Every study starts with segmentation: – Where do you usually buy [category/product]? – How often do you shop this retailer? – What role does price play vs. loyalty or convenience? This lets you tag responses by retailer loyalty group from the start. 🔹 2. Build Retailer-Realistic Scenarios Design promotions in the format shoppers actually see in store or online: – Walmart → 2-for-$12 multipack – Target → Buy 2, Get 3rd 50% off – Costco → $3 instant rebate on club pack – Amazon → 20% off with Subscribe & Save Realistic execution ensures shopper responses reflect real behavior. 🔹 3. Layer in Elasticity & Mechanics Testing – Promotion Elasticity: Would you purchase at 10% off? 20% off? 30% off? – Mechanics Trade-Offs (via conjoint): Discount vs. multi-buy vs. loyalty points. – Stock-Up Multipliers: How many units would you buy? – Switching Dynamics: Would you move from a competitor or private label? 🔹 4. Analyze Retailer by Retailer The outputs are clear, segmented insights: – Best mechanic for Walmart vs. Target vs. Costco vs. Amazon – Optimal discount depth per retailer – Incremental lift vs. cannibalization risk – Shopper switching patterns unique to each channel 🔹 5. Add AI + Machine Learning This is where the study comes alive: – AI simulates virtual shelves in each retailer’s style – ML builds retailer-specific promotion elasticity curves – Predictive models run “what if” scenarios (e.g., What if Walmart runs 20% off while Target runs BOGO?) ✅ The result: A retailer-ready sell-in story for your commercial teams — showing exactly how promotions perform, by retailer, with clear ROI guidance. 💡 Takeaway: Promotions aren’t one-size-fits-all. The winners customize by retailer, by mechanic, and by shopper segment. And with AI, brands of all sizes can now access this level of insight. 👉 Have you ever run a promotion study by retailer? What differences surprised you most? #RGM #Promotions #Retail #Pricing #FMCG #CPG #AI #ShopperInsights

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

a recent Apple store visit gave me an unexpected masterclass in modern sales psychology. here are 3 insights that changed how i think about CX: 1. turn risk into relief my apple specialist didn't sell me AppleCare - he sold peace of mind. his story about being stranded with dead airpods during a 20hr flight turned a $29 fee into emotional insurance. brilliant. - key insight: modern customers aren't just buying products; they're buying freedom from future anxiety. how can you deliver peace of mind, not just features? 2. own a niche completely instead of trying to beat Spotify at everything, Apple Music found an untapped corner - classical music lovers. they didn't just dump classical songs into a playlist. they built a whole experience with composer stories, music history, and deep cultural context. that's the demo i got this time instead of the basic Apple Music (which i intentionally dismissed due to being a hard Spotify fan) - key insight: sometimes the best strategy isn't to compete head-on, but to serve an ignored audience exceptionally well. what underserved niche could you completely own? 3. slow down the magic watching my specialist insist i unbox my new iPhone in-store was revealing. in our rush-rush world, Apple deliberately slows down moments to create ceremony. - key insight: identify your golden moments - those tiny experiences that cement emotional connection. what's your unboxing moment? tl;dr retail isn't about moving products. it's about choreographing experiences that tap into deeper human needs - security, growth, and celebration. what moments in your customer journey could be transformed from functional to magical? at Siena AI, we're obsessed with these magical CX moments. we help customer experience teams move beyond the functional to create experiences that stick. just like my Apple specialist created peace of mind and celebration, we help teams turn every interaction into an opportunity for connection. PS: this story took place at the Apple Store at Grand Central Station⎯one of my fave buildings in NYC.

Pop-up shops are everywhere now. But most brands get them completely wrong. Instead of creating memorable experiences, they just set up tables and hope people buy. That's a huge mistake and a missed opportunity. Pop-up success isn't just about the products — it's about the EXPERIENCE. Here's what matters: - Making checkout seamless because waiting kills sales - Using strategic product placement to guide customer flow - Training staff to tell compelling stories, not just handle transactions - Offering interactive elements that keep people engaged longer - Creating an Instagram-worthy setup so customers do your marketing These aren't just "tips" — they're a complete shift in thinking. Whether you're setting up at a local market, retail showcase, or national trade show, it's not enough to just show up—you need to stand out. In my latest blog for Entreprenista, I'm sharing 5 ways to "Pop Out" with a Pop-Up Shop—simple, high-impact strategies to help product-based brands create unforgettable, engaging experiences that drive traffic and sales. These tips are designed for: ✔️ CPG founders building brand love ✔️ Teams activating at retail or events ✔️ Anyone who wants to make their booth or table truly pop When you focus on creating experiences people want to share, you're not just selling products — you're building a community that follows your brand everywhere. That's how you turn a one-time pop-up into lasting customer relationships. --------------------------------------- Hi! I'm Jenica! Entreprenista Expert Council Member and strategic partner for product-based business leaders. Ready to turn heads and boost sales at your next pop-up shop or vendor event? Let's chat! (*Link to article in comments")

Strategically implementing experiential rituals at the retail level can directly impact consumer loyalty and your bottom line. How?  By intentionally curating immersive, impactful touchpoints to increase customer dwell time. The longer people interact with your product and brand, the more likely they are to purchase. This is not just confined to online spaces, measuring the length of time a visitor spent on your webpage. IRL experiences, like content playgrounds and in-store pop-ups, offer greater opportunities to appeal to all the senses. This rationale informs every experience GRADIENT’s team of visionaries curates for our brands. When we partnered with Urban Decay Cosmetics’ incredible team to launch their Vice Lip Bond lipstick line, we strategically leveraged a range of components to increase guest dwell time: ◆ Eye-catching fluorescent and vintage TV installations created an exciting, nostalgic mood for visitors. ◆ The attendance of content creators, influencers, and public figures, like Euphoria’s Chloe Cherry, generated social buzz around the experience, enticing guests to stay at the same venue as other high-profile attendees. ◆ The latest tech tools allowed us to create unique content-capture opportunities for attendees integrating branded filters, retro Polaroids, and compelling teasers. Immersive touch points equal profound and personal bonds between you and your audience. The clock is ticking with each moment a person engages with you. As time passes, they become primed for loyalty through positive associations, personalization, and emotional connection. Optimizing customer dwell time through captivating touchpoints is just one of many elements Gradient’s team considers before launching an activation. 𝐁𝐞 𝐢𝐧𝐭𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐚𝐛𝐨𝐮𝐭 𝐢𝐦𝐦𝐞𝐫𝐬𝐢𝐨𝐧. Maximize every dollar against each touchpoint to strategically drive brand loyalty and ROI. What strategies have you found most effective at garnering customer loyalty and conversions? #ROI #experience #brands #marketing #innovation