Drive to store is a set of marketing actions whose aim is to encourage consumers to go to points of sale.
In 2023, drive-to-store represented 66% of French retail advertising budgets, or nearly 74 billion euros 1 . This is two-thirds of global advertising investments 2 ! This craze demonstrates the importance of drive-to-store in attracting customers to points of sale and developing turnover.
geolocalized advertising drive to store social networks
1. Invest in geolocalized advertising on Google and social networks
To grow your drive to store , you can start by running local advertising . In other words, ads that are aimed directly at consumers in your catchment areas.
Geolocalized ads are broadcast directly on Google, in the display network and on social networks. Depending on your targets of course. Thanks to local advertising, your brand meets Internet users as they browse. If the message is well designed, it encourages them to visit your points of sale. Which increases your drive to store !
To be effective and drive in-store traffic , you need to offer personalized local content to each of your locations. Remember, 68% of smartphone users have already used the “Get Directions” or “Click to Call” options in local mobile ads 3 . So, personalization is the key to conversion.
Let's imagine a web user, Paul, who consults Facebook while waiting for his train (which is late). He sees a local advertisement for your artisanal bakery located only 5 minutes walk away. Paul therefore decides to come and buy his sandwich in your bakery rather than in the vending machines at the station. In addition, it will give him a walk and pass the time! It is indeed your advertisement that prompted this trip to your establishment.
