Finding ways of inspiring customers to take advantage of what a business has to offer can be like herding cats. They often leave without making a purchase or signing up for an event. Billboards or strategically placed signs around the store highlighting the latest sales and offers even get ignored, regardless of how much time and attention they’re given. However, all businesses must be able to get customers and prospects to take a desired action at some point in the customer’s journey. They are already in the store so that should be fairly simple, right?
Actually, finding a compelling call-to-action can be harder than it seems—particularly in terms of the in-store experience. In a brick and mortar store, there is no clickable button on a newsletter or a flashy digital ad to attract the customer’s attention. And there are fewer A/B testing examples to rely upon. In many cases, business owners must depend on in-store announcements to deliver calls-to-action designed to get customers to take action.
However, done correctly, these in-store audio announcements can be one of the strongest ways to get compelling calls-to-action delivered to target customers. But which ones are the most effective? Here are a few top ways to deliver calls-to-action that are not only effective, but will serve to elevate the overall in-store experience.
Create an Offer Deadline
Deadlines are a clear motivator for nearly any audience. Creating the sense that a customer will “miss out” if they don’t act soon can be just the kick start they need to take action. One of the best examples of that is the “today only” message. If a customer is in the store already, and the offer is for that day only, the “fear of missing out” can take over and result in a purchase or a booking for a future service.
Reduce the Risk
Making customers aware that an offer or special is “risk free” or that they can “return it at any time or get their money back” if it doesn’t work for them can remove the barriers to sale. Even better, if there is a way to offer a free trial period with no long-term expectation at the end, customers will feel that not only does the store have confidence in the product or offering, but they have confidence the customer will love it enough to offer it to them for free…temporarily.
Give the Customer a “Next Step”
If a customer is interested in learning more about an offer but there is no instruction for what they should do next, they’ll likely just move on. Making sure the call-to-action consists of a definite next step can eliminate that uncertainty. For example, it can be as simple as prompting them to talk to a sales associate or to sign-up for the VIP benefits at the checkout area. The simpler the better and the more likely a customer can follow along with the message.
Make It About the Customer
If a business is looking to truly enhance the in-store experience through certain calls-to-action, then they must be entirely benefits-oriented. The offer needs to benefit the customer first and foremost. This may sound like a no-brainer, but the lead in of the announcement and the ultimate call-to-action should be focused on the wellbeing of the customer. What problem is the offer solving? For example, a parent may be worried about where to host a child’s next birthday party. Making an announcement about a space being available for birthday party rentals with a simple call to action of “talk to our Guest Services Representative” provides a clear benefit to the customer.
Consider the Audience
All businesses have a target audience that they cater to. Learning and speaking in the language of that target audience will accelerate sales and make branding even more engaging. This is critical in making effective in-store announcements and the calls-to-action that make them so.
Deliver a simple, succinct, clear call-to-action in the customer’s language and a business will see results and enhance the customer experience at the same time. For example, a “today only” in-store message is extremely effective. However, the delivery is just as important as the message. If it’s delivered by a man’s loud, boisterous tone to a sports bar, that great! But if that very same message and delivery tone were heard in a quieter retail environment selling upscale women’s clothes? Probably not as successful.
No matter what form, nearly all calls-to-action have a few critical things in common: They remove or reduce the risk and provide instructions for what to do next to encourage an immediate response. While the methods of delivery have changed, the goal certainly hasn’t. It’s to get the right message heard by the right people at the right time. By doing that, business owners are helping their customers get the most out of their in-store experience.
Interested in learning more? Request a demo of Fuzic today and learn how you can start creating on-brand music and messaging for your in-store customers.