Retail is constantly changing and integrating the most recent technologies. However, there are still some “old-school” or traditional tactics that have great results. Combining those strategies with the latest tech can significantly improve sales and customer engagement. In this article, we are going to talk about cross-promotion or cross-selling and how it can be enhanced with in-store retail media.
Cross-promotion involves strategic partnerships where complementary brands or products work together to boost visibility and customer interest. Common examples include bundled products, co-branded promotions, or joint marketing campaigns. This approach provides numerous benefits, including expanded market reach, enriched customer experiences, and reduced marketing costs through shared promotional efforts.
Think about going to the store to grab a few things for breakfast. You go to the dairy section and find a promotion on milk + cereal. While it might not be the brand you usually go for, you are more likely to buy that promotional package. Statistics show that companies utilizing cross-selling strategies reported up to 30% revenue increases.
In-store retail media encompasses digital displays, interactive kiosks, shelf talkers, and POP displays such as Tokinomo’s Shelfobot and Visibubble. These tools can improve cross-promotions by drawing customers’ attention at critical moments and encouraging immediate action. They provide real-time interactive opportunities and measurable outcomes, ensuring promotional efforts are effective and targeted.
Retailers often bundle complementary items to enhance customer convenience and drive additional sales. For instance, you can use Tokinomo’s Shelfobot to promote chips alongside soft drinks to increase product visibility and encourage customers to make joint purchases.
Collaborative campaigns allow two brands to mutually promote their products via shared advertisements. Brands like Pepsi and Lay's frequently partner for co-branded ads displayed digitally in-store, creating appealing promotional narratives that resonate with customers and drive simultaneous product sales.
Seasonal promotions are highly effective when integrated with in-store media. Retailers can showcase summer-themed product bundles, such as grilling essentials or beach-related products, through digital signage during peak shopping seasons. Similarly, themed campaigns during holidays such as Thanksgiving offer convenient bundles of related grocery items, increasing customer appeal and simplifying shopping.
Influencer-driven cross-promotions amplify brand visibility by leveraging celebrity or influencer endorsements. A successful example is Tokinomo's partnership with Dia Supermercados. Using Tokinomo's innovative Shelfobot technology, the campaign featured influencer-endorsed products. This significantly captured shoppers' attention and effectively drove product sales and engagement.
Interactive and gamified retail experiences encourage deeper customer engagement. Interactive kiosks or Tokinomo robots can deliver engaging experiences such as games or challenges where customers earn discounts or special offers when buying bundled products, adding an entertainment factor to the shopping experience.
Dynamic in-store displays can intelligently cross-sell or upsell additional products. For example, digital screens near electronics might recommend premium accessories or complementary products, such as recommending high-end headphones to customers purchasing smartphones, thus increasing overall transaction value.
In a brick-and-mortar setting, evaluating the success of cross-promotional campaigns requires a mix of sales tracking, customer behavior observation, and direct engagement. KPIs tailored to in-store retail include:
Effective methods for data collection in-store include:
Tracking these metrics enables retailers to make data-driven decisions, refine product placement strategies, and strengthen future partnerships.
Executing successful in-store cross-promotions comes with a unique set of challenges and considerations that retailers must address to maximize impact:
The future of cross-promotion in retail is being reshaped by rapid advancements in artificial intelligence (AI), machine learning, and data analytics. These technologies enable retailers to move beyond traditional, broad-spectrum promotions to offer highly personalized, context-aware experiences—both online and in-store. According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn't happen.
AI-driven personalization allows retailers to analyze vast amounts of customer data—including past purchases, in-store behavior, and real-time preferences—to dynamically recommend product pairings and tailor promotions to individual shoppers. For example, smart shelving and AI-powered digital signage can adjust messaging based on shopper demographics or loyalty data as they approach, creating a more relevant and persuasive experience.
Cross-promotional strategies powered by in-store retail media offer substantial opportunities for brands to improve customer engagement, maximize promotional effectiveness, and drive incremental sales. Retailers who leverage these innovative strategies and technologies will be better positioned to meet evolving consumer expectations, continually refining their approaches based on measurable performance data.