Drive to Store

Drive-to-Store: marketing challenges and definition

Drive-to-Store encompasses all marketing actions aimed at attracting consumers to a physical point of sale using the web and mobile technologies. All tools are digital: marketing SMS, Click-and-Collect services, geolocated ads.

Why is Drive-to-Store strategic?

For retail networks, Drive-to-Store is vital: it attracts a targeted clientele, increases in-store traffic, and optimizes revenue.

Generating in-store traffic

Despite the rise of e-commerce, online sales represent only ~20% of total sales. Consumers still prefer to finalize purchases in physical stores. Drive-to-Store bridges digital and physical retail.

ROPO behavior (Research Online, Purchase Offline)

Consumers research online before buying in-store, reinforcing the importance of digital communication to drive physical traffic.