Choosing Great In-Store Calls to Action

Marketing has always been vitally important to the fast food and convenience store industries, but the job doesn’t end once you get your customers through the door. In-store marketing can make a tremendous difference in what – and how much! – your customers buy. It’s in your best interest to deploy powerful calls to action (CTAs) to influence customer behavior. The Power of Persuasion Even though a lot of customers…

The ROI of Digital Signage – Part 1

By Rick Sales I speak with convenience store retailers often about implementing digital signage solutions in their stores, and one of the first questions I ask is “What are you looking to accomplish with digital signage?” It may seem like a simple question, but the answer is critical to the success of your program. Regardless of the medium, retailers advertise products to sell more and make more money. Digital signage,…

Visual is the New Language of Advertising

By Rick Sales As we discussed in Part Three of this series on Digital Signage in Advertising, posters and end caps are not only expensive; they’re mostly a waste of advertising money. The solution to grabbing the convenience consumer’s attention and influencing his or her behavior is digital signage, which is effective (and cost-effective) for the following key reasons: The Brain Prioritizes Motion. Cognitive scientists tell us that the brain assigns a…

Advertising That Influences Consumer Behavior

The three most effective types of advertising to influence consumer buying behavior in convenience and foodservice retail are: Suggestive Selling; Awareness Advertising; and Brand Messaging. Let’s look at each in detail. Suggestive Selling is a technique in which an offer is presented with a “call to action” that suggests to the consumer that he or she must act now. Most promotional advertising in our industry falls into this category. Ads…

In-Store Advertising for Upsell, Cross-Sell and Revisits

By Rick Sales Digital signage is everywhere you look — from billboards to shopping centers. There’s no doubt about its popularity, but is it effective? If so, how much more effective is it than its non-digital counterparts? And how about cost-effectiveness? I’ll answer these questions in this new, four-part series on in-store digital signage. The Science of Targeting As a business major in a predominantly engineering-focused college, my classmates used…