5 In-Store Promotions Every Marketer Should Know

In-store promotions are marketing initiatives that draw customers to brick-and-mortar locations. These campaigns often spark an infectious excitement, putting shoppers in close contact with one another to create their own special energy.

BOGOs, flash sales, influencer partnerships, and free gifts are all effective methods for generating more in-person retail business. And since positive face-to-face interactions can lead to higher levels of trust, this marketing strategy can work wonders for your brand. 

Here, we’ll look at the most successful in-store promo examples, why they worked, and how to adapt and scale the ideas for your business.

1. Macy’s creates urgency with flash sales

Flash sales are limited-time, typically limited-quantity deals — and they’re perfect for creating a sense of urgency among your demographic. Macy’s famously holds frequent flash sales to encourage spending across departments at its retail stores. 

Their well-known One-Day Sales knock up to 60% off whole departments, including bedding, bath, tools, beauty, home goods, and more. They also highlight specific products and close-out deals, such as a four-piece bath towel set for under $11.

Why flash sales are successful

FOMO (fear of missing out) is a powerful motivator, so you can see how the right flash sale promotion could motivate customers to make impulse purchases. Macy’s features daily flash sales for different departments, prompting shoppers to follow the brand’s promotion schedules. 

The more fervent deal-hunters will undoubtedly study the patterns to predict the next flash sale. And they often publicly post their findings, garnering even more excitement for Macy’s next incentive.

How to follow Macy’s lead

To get shoppers in your doors, it’s important to define the goals of the flash sale. For example, you might want to create space for new products, increase customer loyalty, create FOMO, thank your most loyal customers, or attract new clientele. 

As with all marketing campaigns, start by identifying clear metrics for the campaign (e.g., depleting overstock, boosting customer base by 15%) so you can measure the results. Once you have a goal, you can dictate the terms of the offer, prioritize marketing channels, and work through the logistics. 

Macy’s regularly offers both online and in-store promotions, blending the two to accommodate different shopper preferences and giving them options on how to maximize their dollars. For better retail promotions, especially if you run a small business, save your most lucrative flash deals for in-person shoppers.

2. Surly Brewing wins over customers with a good cause

Surly Brewing Co. makes craft brews for persnickety beer lovers, and its leaders built their reputation on challenging the status quo. The company has made a huge splash in its local community thanks to its Surly Gives a Damn (SGAD) program. 

Largely powered by volunteers, SGAD partners with local organizations in the Minneapolis area to stock blood banks, help struggling families, and clean up neighborhoods. They’ve famously worked with The Food Group for 10+ years, hosting food drives, storing canned goods, and getting dirty at Surly’s micro-farm. 

These efforts have not only helped the company build brand awareness but also fostered trust within the local community.

Why charity partnerships attract customers

Charitable partnerships showcase more than just a cause — they spotlight the individuals and groups working to affect change. When customers are closer to a cause, they feel inspired to do what they can. 

Nearly half of consumers favor companies that give to charitable organizations. Charity partnerships are a symbol that your brand cares about more than money, and they inspire repeat business and tempt potential customers because they support the greater good.

How to follow Surly’s lead

Ideally, charitable partnerships should be long-term commitments rather than one-off initiatives. Surly’s company values community inclusion, so they can be relatively flexible about aligning different community groups with the brand. 

If you’re hoping to improve in-store sales, your charity partners or volunteers should be comfortable attending special in-store events. 

For example, you might hold an annual fund-raising gala, inviting customers to attend and get to know the charity’s leaders. Or you might host Q&A sessions where organizers can address concerns and customers can give input on how to improve the charity’s efforts.

3. Hippeas offers BOGO deals that are too good to be true

Hippeas hit the ground running to celebrate National Chickpea Day on April 21. From April 19–22, the company ran a buy-one-get-one (BOGO) deal on cases of its Flavor Blast Chickpea Puffs. Each case contained a dozen 3.75 oz bags, making the limited-time promotion strategy a huge success.

Why BOGO offers and other sales work 

BOGO deals appeal to both marketers and customers. Marketers can bundle old and new together, exposing customers to emerging products without pressuring them to buy, while customers can strategize how to maximize the offer.

In fact, research shows that customers prefer BOGO offers over percentage-off deals, even when the final price is the same. This may be because customers perceive these deals as getting the second item for free, as opposed to two products for half off. 

It’s a subtle shift that in-store marketers can use to build customer loyalty, tempt new customers, and boost sales and conversions.

How to follow Hippeas’ lead

Effective BOGOs start with understanding your customer base’s motivations — and your profit margins. Hippeas ran its BOGO sale once for National Chickpea Day, encouraging people to check out their different chickpea flavors. Their product is relatively shelf-stable, so customers had plenty of time to eat their way through dozens of bags. 

To encourage in-store purchases, you should set clear BOGO terms and advertise on your most popular channels. You can also consider A/B testing your deals. Statistically, consumers are more likely to favor buy-one-get-one-free deals, but it’s possible that your specific demographic prefers half-off individual items.

4. Sephora celebrates customer birthdays with a free gift

Sephora famously gives away a free gift to its Beauty Insiders during their birthday month. The famous luxury brand has 34 million members in its loyalty program, and part of its popularity stems from this rather generous offer. 

Under the giveaway terms, customers can choose from several free in-store options. (Customers can also redeem online, but they must spend $25 or more to receive the same type of promotion.)

In addition to in-store promotions, Sephora gives away free samples throughout the year with qualifying purchases, such as a mini-fragrance or sample-size mascara. These freebies can tip the scales for hesitant customers, which can lead them to discover a new favorite product.

Why freebies encourage shoppers to buy

Free gifts inspire foot traffic, especially when customers know they’re under no obligation to spend money. Of course, the goal is for customers to throw additional items in their cart before claiming their free gift. 

Our brains are wired to return favors to those who help us, and freebies symbolize a reciprocal relationship. This may explain why these special promos drive loyalty, particularly when paired with loyalty programs or apps.

How to follow Sephora’s lead

Used sparingly, free gifts are an exciting way to pique brand interest, even if your product catalog is relatively static. You might set up an evergreen program, like Sephora’s free birthday gift, or implement one-off programs that encourage shoppers to purchase certain products. 

To maximize impact, ensure that the freebie aligns with your customers’ preferences. By packing in more value, you’re more likely to generate word-of-mouth marketing, which will drive even more foot traffic to the store.

5. Ted Lare Design generates excitement with local partnerships

Ted Lare Design, a landscaping company in Des Moines, regularly hosts fun events and workshops for the community. Over the holidays, they twisted the idea and adapted it for hyperlocal social media influencers. 

The brand’s seasonal workshop challenged the influencers’ creativity, which made for engaging and exciting social media content. Of course, the team showcased their products during the event to inspire in-store traffic. 

Ted Lare Design was already known for its year-round involvement in the community. The team simply leaned into their reputation and presence, inviting like-minded individuals to create winter scenes and holiday decorations from scratch.

How locals influence audiences

An influencer’s success depends on their target audience’s trust. Local influencers can come across as especially trustworthy, because they understand the nuances of the area. They often fall under micro-influencers (10,000–100,000 followers) or nano-influencers (1,000–10,000 followers). 

Micro- and nano-influencers tap into a niche, which is useful, but local influencers have the distinct advantage of understanding how location affects consumer decisions. 

Audiences generally view micro-influencers as more knowledgeable and trustworthy. By pairing this with local knowledge, brands can reposition themselves to fit multiple community needs and expectations.

How to follow the Ted Lare Design’s Lead

To partner with local influencers, you can either directly cultivate relationships with them or hire a facilitating company that will set up the terms and execute ideas. Often, companies save time and money going through a third-party, simply because they don’t have months or even years to invest in organic relationships. 

For best results, design experiences and special offers based on your customer’s interests, as opposed to the latest product or service you most want to promote. A local influencer will typically find creative ways to naturally work in your newest initiatives without making their audience feel pressured or marketed to. 

Look for influencers who steadfastly adhere to their values, because they usually have more credibility with their followers. As long as the influencer aligns with your brand values, you should be able to leverage their audience to expand your reach.

Boost in-store promotions with influencer support

Local influencers drive community engagement by fostering real connections with people in their neighborhoods. When you work with them, you generate more excitement for in-store promotions. Plus, you can turn your local influencers into life-long customers. 

Of course, it’s important to choose local influencers carefully to ensure they align with your brand values, demographic, and goals. For more thoughtful, productive, and symbiotic relationships, look to Hummingbirds. 

At Hummingbirds, we connect you with local influencers in your area who are already interested in your products or services, so you can make the most of your in-store promos.

Ready to see how local influencer marketing can boost your sales? Book a call with us today.