Despite the popularity of e-commerce, consumers continue to visit shops. They were 71% to have made purchases in physical shops. As with digital channels, point-of-sale marketing, and the organisation of in-store competitions, is a lever for attracting buyers, offering them a shopping experience.

If you’re thinking of organising an in-store competition, here’s everything you need to know to boost results and ideas to inspire you.

A competition is a form of entertainment organised by a company or organisation. With the aim of attracting attention to your products or services. Online competitions take place on digital communication channels. Interactive animation can be adapted to retail and organised at physical points of sale.

Grab customers’ attention with an in-store competition

In a competitive environment and in the face of demanding consumers, shops need be inventive to stand out from the crowd and win consumer loyalty.

When a chain sets up an in-store competition, it has a chance of attracting customers and prospects. If only because consumers rarely say no to the chance to win a gift or discounts on their purchases. This is true in times of inflation, when buyers are careful about what they spend.

Organising an in-store competition is also a way to create excitement in its points of sale. Those who haven’t heard of the brand will be curious to know what’s going on and will push open the boutique’s doors.

Boosting buyer engagement and retention through point-of-sale marketing

There’s nothing more frustrating than a prospect walking into your shop, browsing the shelves and leaving without anything. It’s difficult to interact with consumers without falling into tricks such as asking them if they need help or advice.

In-store competitions are a way of creating positive interactions with customers. Shoppers do not feel that you are trying to make them consume, since the aim of a game is to win gifts. The link that is created with the buyer is not a transactional one, but one that establishes an authentic and lasting relationship.

By using game-based mechanisms (such as collecting points, searching for an item in shop or discovering a discount on their receipt), retail competitions encourage customers to return to the shop. They also continue interacting with the brand on its digital channels.

The competition can be launched online (on social networks), but participants can be invited to visit the shop to claim their price. This leverage enables you to consolidate your customers’ purchasing journey and to strengthen the brand-consumer relationship.

Getting to know your customers better

A brand’s growth and performance depend on its ability to meet its customers’ expectations. And that means gathering first-party data on its target in order to understand its desires. In-store competitions are a way of gathering this data.

Motivate your sales teams with an internal competition

In-store competitions can be part of a company’s strategy, helping to motivate its sales force. Some brands organise them for employees in order to create a healthy competition between different sales outlets. The shop with the best sales will be rewarded with bonuses or gifts.

Depending on the target and budget, companies organising an in-store competition can choose from different approaches. Here are ideas for in-store competitions to inspire you.

Random drawing at the checkout or at the point of purchase

An in-store competition is a random drawing in-store. Once they made an in-store purchase, customers will be entered into a random drawing and will find out if they have won on their receipt.

The brand can integrate a marketing game application (such as a wheel of fortune or a one-armed bandit) directly into its shopping terminals.

This mechanism is simple to put in place. It encourages consumers to return to the shop to maximise their chances of winning.

In-store interactive games

In-store interactive marketing is a way of engaging customers, as it invites them to take part in a game based around the brand’s products or services.

The participation conditions are not limited to making a purchase in the shop. They involve taking part in a contest (makeover, drawing), searching for a mystery item or answering the questions in a quiz on the brand’s history.

Omnichannel competitions

The marketing game makes it easy to build bridges between your communication and distribution channels. It’s easy to attract your community or e-commerce customers to your shop.

The brand shares the rules of its competition via a publication on socials, but the conditions for taking part are to visit the shop.

Conversely, an in-store interactive game (a photo contest using the brand’s products) can enable the company to grow its online audience and generate UGC. To do this, invite participants to share photos on socials using a hashtag created for the occasion.

In-store competitions are a way of attracting, engaging and retaining shoppers. Discover all the Adictiz interactive formats that can be integrated into your in-store shopping experience!