It’s never been more challenging for retail brands to stand out. Between the sheer volume of competitors, plus ever-increasing prices, consumers are motivated to be choosier and choosier about where they do their business. It takes a carefully considered marketing strategy for retailers to distinguish themselves as brands of choice. And for more and more retail marketers, that means a heavy reliance on digital out-of-home, or DOOH.

DOOH has emerged as one of the big marketing success stories of the past couple of years, and it’s especially relevant to retailers. In this post, we’ll explain why.

DOOH Explained

First, a quick reminder: When we talk about DOOH, exactly what are we talking about?

Essentially, DOOH refers to the digital advertising you see outside of your home, in public places like shopping malls, airports, or busy city streets. Examples of DOOH media include digital billboards, transit ads, or the adaptive screens you see at the gas station or the bus stop.

What separates DOOH from traditional media is that it makes it possible for brands to deliver dynamic or interactive content, not only targeting specific users but potentially responding to factors like time of day or weather. For example, a restaurant might use DOOH to promote breakfast specials during the morning, then switch to a lunch menu when the time comes.

Why DOOH Makes Sense for Retailers

While DOOH has been embraced across many different industries, it makes particular sense for retailers. Simply put, retail brands can use advanced data-driven targeting to seek the customers most likely to convert, and they can hit them with a strong marketing message while the customer is already out and about. Imagine the power of promoting a product to a customer who’s already right around the corner from your store, as opposed to a customer still at home on the couch.

Ultimately, DOOH allows retailers to reach their customers with a timelier and more engaging message. But of course, to reap the rewards of DOOH, it’s crucial to have the right strategy in place.

DOOH Tips for Retailers

Consider a few best practices for retailers looking to make use of DOOH.

Be Specific With Proximity Targeting

You probably know the old real estate adage: Location, location, location! Well, the same holds true in DOOH. Retailers are intentional about where to place their stores for maximum strategic impact, and in the same way, they should be discerning about where to place their DOOH ads.

Point-of-interest targeting can be an especially valuable way to position ads in critical areas, such as near particular storefronts or simply in places where consumers will be in a commerce mindset (like near a downtown shopping area or inside a busy mall).

Make Use of Weather Triggers

DOOH allows you to adapt your marketing message depending on a range of environmental factors, including the elements. This kind of triggering can be a great way to ensure targeted product messaging.

For example, a clothing retailer might use weather triggers to ensure they’re showing their customers ads for warm-weather apparel or for cold-weather gear, simply depending on what the weather’s like at any given moment.

Get the Timing Right

DOOH ad content can also be tailored according to the time of day, another important way to meet customers where they are.

Again, think about a major food retailer. During the morning hours, it might make sense to advertise pastries, energy bars, or other grab-and-go breakfast options. In the afternoon, the messaging might shift its focus toward after-school snack items.

Ensure Dynamic Ad Content

Dynamic creative content allows retail marketers to automatically change particular elements of their ads in real time, which can provide messaging that’s more personalized and relevant to the consumer.

Some dynamic elements to consider for your DOOH ads include:

• The number of miles or steps to the nearest retail store, a great way to prompt immediate action.
• Regional product promotions, based on the consumer’s specific location.
• Countdowns to upcoming product launches or big sales events, instilling a sense of urgency around the consumer journey.

Dynamic creative is essential for success in your DOOH strategy, and is one of the primary ways in which DOOH stands out from traditional and “static” marketing media.

Leverage DOOH for Your Retail Marketing Campaign

It’s harder and harder for retail brands to stand apart. Doing so requires use of the latest and greatest marketing methods, and DOOH belongs at the top of the list.

At enCOMPASS Agency, we have a proven track record helping our clients adapt to cutting-edge marketing technologies, leveraging them with a targeted and strategic approach. We love working with retail brands and are happy to share more about how DOOH can enliven your current media mix. To learn more about using DOOH for a retail marketing campaign, reach out to the enCOMPASS team at your convenience.