In which scenario would you use a store-centric approach?
An eCommerce website looking to optimize online performance and return on investment across the online customer journey.
A local internet provider that is looking to secure leads online to promote their new service bundle.
A grocery company looking to grow foot traffic to their physical locations and promote available products
A business that would like their in-store customers to sign up for their monthly newsletter.
Explanation
Analysis of Correct Answer(s)
A store-centric approach is a marketing strategy focused on driving business outcomes for physical, brick-and-mortar locations. The correct option is the perfect example of this.
- The primary goal for the grocery company is to grow foot traffic and promote available products, both of which are directly tied to increasing performance at their physical stores. This aligns perfectly with measuring offline success metrics like store visits and in-store purchases.
Analysis of Incorrect Options
- Newsletter sign-ups: This objective, while originating in-store, is focused on building a digital marketing asset (an email list). The primary goal is online engagement, not directly driving immediate in-store sales.
- eCommerce website optimization: This is an online-centric approach. All activities and performance metrics, such as online ROI and customer journey, are measured and optimized for the digital space, not a physical store.
- Securing online leads: This is an online lead generation strategy. The key conversion event (securing a lead) happens online. The goal is to capture digital interest, which is distinct from driving a customer to a physical location.