National retailers can’t rely on a one-size-fits-all approach to point-of-purchase materials. Each store is unique in size, shape, configuration, and merchandising opportunities. Instead, successfully deployed national campaigns rely on bespoke production driven by highly detailed store profiles. The more accurate and comprehensive the store profile, the greater a campaign’s chance at delivering exceptional ROI.
Store profiles raise campaign ROI by reducing — and often eliminating — production waste. They ensure the right POP execution materials are produced to the proper specifications and sent to the correct location.
What happens without detailed store profiles? Increased campaign costs stem from additional production runs, rush-delivery charges, inconsistent promotional launches, and lost sales, too. All of that costs money, wastes time, and adds to landfills.
Store Profiles and How to Use Them for POP Execution
Store profiles are the detailed outputs of store profiling — the process of digitizing the unique DNA of each retail location. Store profiles go deeper than just capturing an address; they are rich datasets that include all the details needed to produce effective, usable store marketing signage.
Essential Details for Multi-Unit Retail Marketing Details:
- Store size
- Store format
- Quantities and dimensions of windows/doors
- Fixture types
- Cooler type and dimension
- Menu-board dimensions and details
- Beverage dispenser and hot-food display details
- POS quantity and counter-space dimensions
- Ice merchandiser dimensions
- Exterior/forecourt signage types and quantity
You get the idea. A single location might have hundreds of specific store-profile data points. How is the data for those categories collected? Through careful store auditing. Creating accurate store profiles is a comprehensive process. It takes time, effort, and attention to detail — but the investment is well worth it. The auditing process can be daunting. It’s a time-consuming process that demands attention to detail and accuracy. Fortunately, some partners, such as Momementara, will conduct audits for their clients.
When completed, a store profile specifies exactly which materials are needed for each location, how many outputs are required, and how they should be hung/installed/displayed. The savings, campaign synchronization, and certainty of knowing each store is putting its best foot forward are reflected in year-over-year and campaign-over-campaign performance numbers.
The Bottom Line Benefits of Accurate Store Profiles
- Prevents overproduced displays
- Ensures accurate kitting with the proper elements for each store (which also reduces shipping costs)
- Aligns marketing across store locations
- Deliver more efficient installations
- Eliminates re-orders
- Ends additional press runs
- Optimizes production and shipping budgets
- Provides right-sized fixtures and graphics
Using store profiling shifts your POP execution from a mass-production mindset to a tailored approach with fully custom-kitted displays for each location. The outcome is brands that achieve scale, accuracy, and campaign effectiveness.
Store Profiling Software for Localized Retail Marketing
In the best-case deployments, store profiles live within a larger campaign management platform. For example, The Engine by Momentara. It’s a multi-component, multi-function technology for managing, strategizing, designing, producing, kitting, and reporting for campaigns.
A campaign management platform provides a single point of control for campaigns with localized messages, offers, and details. It uses accurate data to store profiles to power all production logistics needs. With this type of closed-loop marketing software solution, even hyper-localized campaigns can be created and ordered quickly, with all production, kitting, and logistics accounted for autonomously. The platform relies on store profiles rather than human input, reducing manual entry and errors.
Ready to Use Store Profiles for Custom Kitting and Distribution?
Creating and implementing store profiles into campaign production workflows is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with the customer’s routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your marketing needs are focused on adding store profiles to your marketing tech stack or if you’re intrigued by the omnichannel opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
