Laura Wilhelm, Project Manager Business Development at moccamedia, explains why hyperlocal advertising is so important in the current issue of BaumarktManager.
In our article, we show how DIY stores can successfully turn digital demand into real store visits.
Today, many customers research digitally before shopping in store. They check prices, availability and product reviews online, but the actual purchase decision is often made on site. Hyperlocal advertising targets exactly this interface.
Hyperlocal advertising makes points of sale visible when things get concrete on the way to the purchase decision, and for the first time allows precise measurement of the effect advertising has on customer footfall in the store.
Local proximity to the customer is particularly important for DIY stores. Home projects often arise situationally: a weekend, a specific plan, an acute need. Being present with consumers at that moment increases the likelihood that digital research turns into a real visit to the point of sale.
BaumarktManager is the leading trade magazine and mouthpiece of the entire German-speaking DIY store industry and is published ten times a year.
