Post Categories: Essentials to Engagement

Capturing Consumers’ Attention Outside the Store

may2015-essential-cover2Interactions has made a name for itself by creating events that engage with consumers in the very stores where they shop. But just as buying decisions don’t take place solely in the aisles, opportunities to connect with consumers aren’t limited to the in-store space. In kind, Interactions has developed a number of programs and services to drive engagement beyond the sales floor.

Interactions’ mobile tours are one of the services that best highlights these capabilities. Take two back-to-school themed mobile tours the company worked with a southern retailer to create last year. “There had been a lot of competition in the retailer’s market in recent years, so the retailer wanted a way to reinforce to their community that they were still the go-to source for back-to-school,” explains Whitney Spencer, Business Development Account Executive.

The first tour was aimed at college students and focused on back-to-college needs. Instead of setting up in-store events, Interactions brought a custom branded trailer fully outfitted as a mobile dorm room to the retailers’ store parking lots. The mobile dorm room featured both male and female themed spaces, with furnishings and products purchased entirely from the retailer. Over 7,000 consumers toured the dorm room, received coupons and college essentials checklists, and were able to sign up to receive special offers from the retailer.

The second tour was aimed at families of school-age children and targeted mostly lower-income neighborhoods in the retailer’s area. A retailer-branded mobile “back-to-school locker” went on the road to visit community centers and local events, where Interactions’ Brand Ambassadors handed out 5,000 bags of school supplies to children. The retailer’s beloved mascot was also on hand to engage with the children while Interactions’ Brand Ambassadors educated parents on the retailer’s back-to-school sweepstakes program. “The tour generated a lot of buzz in the community,” says Spencer. “It really drew attention and piqued the curiosity of everyone around.”

The fact that mobile tours are so different is what makes them so effective,” adds Ryan Dee, Senior Account Executive. “It’s unexpected and there’s that element of surprise. Plus there are no competing distractions, so all eyes are on your event.”

Tune-Up Tip: According to Interactions’ Whitney Spencer, incorporating a digital component into a mobile tour can be an effective way to continue the conversation with consumers. A great way to entice consumers to sign up for emails and other communications is to offer a small incentive, such as a digital coupon or a chance to win a prize.