Drive-to-store: digital technology that brings customers back to the store

Physical commerce is experiencing a Transformation, and at an accelerated pace. While digital technology has revolutionized our buying habits, the physical store remains a Central Pillar of the Customer Journey for a large part of consumers.

Indeed, despite the rise of online sales, in-store visits remain a Key moment in the buying process. According to a study conducted by Google, 76% of local searches result in a physical store visit within 24 hours.

This figure testifies to theImportance of strategic importance What do retail outlets still have in an increasingly connected world.

With the COVID-19 pandemic, Buying Behaviors Have Undergone Significant Changes. The emergence ofOmnicanality, which allows brands to effectively connect their online and offline channels, has redefined Business strategies.

In this context, the Drive-to-Store Hoists up like a Indispensable lever to reconnect and streamline the customer journey between digital and physical.

It's no longer just about Generate online traffic, but to find the best ways to Transform This Traffic Into Concrete Visits And in In-store purchases.

So How can businesses ensure that their digital efforts translate into real store traffic ?

It is here that the Digital Strategies Come Into Play. Thanks to technologies like Geomarketing, tea Targeted Local Ads Or Even the Personalized Campaigns, it is now possible toDirectly Influence Consumer Behavior And of Encourage them to walk through the store door.

In this guide proposed by SolidPepper, we offer you a In-depth analysis of available tools and solutions to optimize your drive-to-store strategies.

Whether it's aboutUse advertising platforms like Google Ads or Facebook, to set up Specific offers via mobile applications, or evenExploit location-based notification campaigns, each step is aimed at Maximizing the Impact on Store Attendance.

We will also discuss the best practices for effectively measuring return on investment (ROI) Of your marketing actions and for Adjust Your Campaigns in Real Time.

Finally, in a world where Digital and physical are complementing each other more and more, drive-to-store represents much more than a simple marketing strategy.

It is a Unique Opportunity to Strengthen Customer Relationships, ofProvide a consistent omnichannel experience And of Reconciling the strengths of online commerce with those of traditional commerce.

Get Ready to Find Out How Turning These Challenges Into Opportunities To Attract, Engage and Retain Your Customers In a constantly changing environment.

Understanding Drive-to-Store

Drive-to-store refers to all marketing strategies designed to attract customers to a physical point of sale through digital actions. This includes several channels:

• Local SEO (example: Google Business Profile, optimization on “drive to store definition”)
• Google Maps Sheets Up to Date
• Location-based advertising campaigns (Meta, Google Ads)
• “Drive” and click-and-collect operations
• Geotargeted notifications or SMS

Note: drive-to-store differs from ROPO (Research Online, Purchase Offline), because it aims to actively trigger the store visit rather than simply to inform.

Why drive-to-store is THE strategic lever of 2025

After years marked by increasing digitalization, consumers are continuously returning to in-store purchases, motivated by several essential reasons that are redefining retailer strategies.

• Unique and immersive experience : Nothing replaces the possibility of handling a product, testing its quality or benefiting from personalized advice from a qualified seller.
  Physical shopping offers a complete sensory experience, combining sight, touch and sometimes even smell or taste, which digital technology cannot fully reproduce.
• The Instantaneity of the Purchase : Contrary to the deadlines associated with online orders, The physical store allows customers to leave immediately with their product. In a world where waiting is often perceived as a constraint, this immediacy represents a major competitive advantage.
• Fatigue due to advertising overload : Digital technology is now saturated with advertising, making brand visibility more and more expensive and less effective. Consumers, overwhelmed by omnipresent ads, are looking for a more direct and authentic alternative that they find in stores.
• Measuring ROI from digital to physical : Retailers are looking to better understand and measure The impact of their digital advertising campaigns on store traffic. This “online to offline” approach is becoming crucial to assess the effectiveness of marketing investments and to connect the two worlds.
• Omnicanality as the new norm : The line between online and in-store shopping experiences is blurring. Consumers now expect a perfect synergy between the two, with digital tools that enrich the in-store experience. Thus, “digital store traffic” is becoming a strategic pillar, whether through click-and-collect, geolocated offers or targeted campaigns to generate store visits.

This rediscovery of physical shopping does not mark a return to the past, but rather a reinvention of the customer experience. Retailers that know how to combine technology and authenticity in their points of sale will do well. in this new balance between digital and physical.

The levers of an effective drive-to-store strategy

To succeed in your drive-to-store strategy, several levers are essential to effectively attract customers to your physical points of sale and maximize in-store traffic. Here is a more detailed explanation of each of these levers:

1. Local referencing (SEO)

Local SEO is an essential basis for any drive-to-store strategy. It ensures that your retail locations are clearly visible when customers search locally. Here are the key elements:

• Google Business Profile sheet : Each point of sale must have a complete and up-to-date Google Business Profile. Include accurate information such as address, phone number, opening hours, and engaging photos to encourage a visit.
• Management of customer reviews : Encourage your customers to leave positive reviews, and always respond to comments to show your commitment. Reviews strongly influence consumer decisions.
• Optimization for local keywords : Work on your content to include expressions specific to your geographic area and business, such as “drive to store definition”, “digital store traffic”, or “drive-to-store strategy in [city]”.

2. Location-based advertising

Location-based advertising makes it possible to precisely target consumers located near your points of sale:

• Google Ads and social media ads : Set up campaigns that target the catchment areas around your stores. These ads, when properly set up, can generate a high conversion rate.
• Meta campaigns (Facebook, Instagram) : Highlight promotions or events specific to your stores through “drive-to-store” advertising. Use geolocation features to reach the right users.

3. Dynamic local landing pages

Customized landing pages for each store are essential to offer a local and relevant experience to your potential customers:

• Pages per store : Create a dedicated page for each store, highlighting specific information such as the exact address, directions, hours, and available services.
• Local promotions : Highlight promotions or events specific to each store to encourage consumers to travel.

4. Updated local product sheets

Precise and up-to-date management of stocks and products available in stores is a key factor in attracting customers:

• Real-time product availability : Make sure that your product sheets reflect availability in store in real time. This will avoid the frustration of customers who travel to find a product that is out of stock.
• Local prices and promotions : Synchronize your pricing and promotional information across all of your touchpoints to ensure a consistent experience.

5. Push notifications & SMS

Push notification and SMS campaigns are ideal for quickly informing your customers of specific offers or events:

• Geotargeted messages : Send notifications or text messages to consumers near your stores to inform them of a flash sale, an open house, or an exclusive promotion.
• Customizing messages : Personalize your messages to be relevant and engaging. For example, mention the store name or a limited-time offer.

By using these levers consistently and strategically, you will be able to maximize your in-store traffic while offering a tailored and engaging customer experience. A well-executed drive-to-store strategy can turn your points of sale into real growth engines for your business.

Centralize product data to boost store traffic

The weak link in a drive-to-store strategy? Product information! A poorly completed form or a poorly synchronized promotion between the site and the store often generates frustration, or even the loss of a local customer.

Data consistency between the e-commerce site, marketplaces and physical stores is central:

• Promo visible everywhere at the same time
• Inventory updated in real time
• Product specifications clearly displayed

Without reliable product data, there is no effective drive-to-store strategy.

SolidPepper: a PIM to industrialize drive-to-store success

A PIM (Product Information Management) like SolidPepper is the technical basis for increasing efficiency.

SolidPepper's concrete advantages for drive-to-store:

• Centralization of product information : prices, stocks, characteristics, everything is managed in the same place.
• Multi-channel broadcasting : product sheet synchronized on Shopify, Prestashop and mobile applications...
• Automation : generation of store sheets, catalogs, local POS on the fly.

Concrete case : a DIY brand deploys the PIM of SolidPepper in its 60 stores. Result: +35% of store visits via Google in less than 6 months, thanks to product sheets that are always up to date and synchronized local promotions.

Key message : without reliable product data, no drive-to-store strategy can deliver on its promises.

Best practices for activating drive-to-store

• Standardize product and offer data by store
• Aligning marketing, digital and retail teams to co-build the strategy
• Continuously monitor drive-to-store performance (digital visits, ROI of campaigns, etc.)
• Connect the PIM to your advertising and CRM tools for global management

Unifying your omnichannel journey with drive-to-store

Drive-to-store is emerging today as The No. 1 ally of physical commerce in the face of the massive digitalization of customer journeys. To make a real growth driver, the integration of a Reliable PIM as SolidPepper is fundamental: it guarantees The quality of the data, fluidifies communication between your different channels, and maximizes concretely Store Traffic.

Do you want to boost your store visits? Ask for a Demo of our PIM software Right Now and Discover Everything The potential of drive-to-store For your points of sale.