Most retailers spend all their time chasing top-of-funnel marketing.
Billboards. Social media. Paid advertisements. But if a customer walks through your door all of that hard work is for nothing if there is nothing inside your store to push them over the threshold.
Bottom-of-funnel tactics are what turn browsers into buyers…
And the best part?
They’re often the least expensive part of the funnel to run. One well-targeted neon sign or clever checkout display can trump $1000’s of awareness advertising dollars.
Here’s exactly how to do it…
What you’ll discover:
- Why Bottom-Of-Funnel Tactics Matter
- The Power Of A Neon Sign At The Decision Point
- 6x Bottom-Of-Funnel Tactics That Work Today
- How To Measure What’s Actually Working
Why Bottom-Of-Funnel Tactics Matter
Bottom-of-funnel marketing is where the real money is made.
The customer is already in your store. They are already intrigued. They may even already be holding a wallet. All you have to do is push them past the threshold.
Studies have found that 82% of purchase decisions occur in-store, while a consumer is already shopping. So essentially, you have your in-store experience doing the majority of the work…
Not the ads that brought them through the door.
However most physical retailers still view their brick-and-mortar presence as an afterthought. They spend heavily on awareness, and virtually nothing on conversion.
That’s a massive missed opportunity.
The Power Of A Neon Sign At The Decision Point
Walk into any coffee shop, burger place, or trendy boutique these days and you’ll notice one thing:
A glowing neon sign.
Why? Because nothing draws attention like neon. It commands eyes from afar, sets the tone, and clearly communicates to your customers where they need to go. Placing a prominent order here sign at your register can help steer foot traffic, reduce confusion, and increase conversions by leading customers directly to checkout.
The science backs this up.
Approximately 62% of consumers buy something on impulse while they’re physically inside a store. Signage has a massive impact on that decision to buy. Neon signs are a low-cost, high-impact bottom-of-funnel asset. They’re on 24/7, cost pennies to operate, and act as Instagram bait that brings you free brand awareness.
Win-win-win.
6x Bottom-Of-Funnel Tactics That Work Today
Now to the good stuff.
Use Signage To Direct The Customer Journey
Your store should feel like a guided tour.
Everything you do, starting with the customer’s entrance, should be purposeful. This includes:
- A bold neon sign above the entry
- Clear directional signs to product zones
- An “Order Here” sign at the counter
- A “Pick Up” sign at collection
Reduce friction. The easier you make it for a customer to understand what to do next, the quicker they will convert. Research has shown POP displays can increase sales by up to 15% simply by positioning them strategically.
That’s a serious lift for a small investment.
Create Urgency At The Point Of Sale
Urgency is one of the oldest tricks in retail…
But it still works.
A simple “Today Only” or “Last 3 Left” sign placed next to your product will skyrocket conversions. Why? Because people hate missing out way more than they love getting something new.
Combine urgency with neon signage to make your offer pop. Nothing draws attention and implants that fear of missing out sensation like seeing a lit “Sale” or “Limited Edition” sign right at eye level. Limit the wording. Treat it as if it were a headline. Capslock. Loud. Unable to be ignored.
Add Impulse Buys At The Checkout
The checkout is the most underrated piece of real estate in your store.
79% of retail sales occur in-store, the majority of which happens at the checkout counter via impulse purchases.
Think:
- Small accessories
- Branded merch
- Snacks or add-ons
- Last-minute essentials
Ok even better, deck this area out with a sign or branded display that says BUYS. Nonverbally you are telling the customer “now is the time to pick up another item.”
Use Social Proof On The Sales Floor
People trust other people.
That’s it in a nutshell. So leverage social proof on the sales floor. Here are a few low hanging fruit:
- “Best Seller” signs above top products
- Customer review quotes on shelf talkers
- “5-star rated” badges next to high performers
When shoppers know other shoppers love a product, they feel confident buying it. Simple psychological shortcut with HUGE payoff.
Make Pickup & Returns Feel Effortless
Bottom-of-funnel doesn’t stop at the sale.
The easier it is for customers to pick up and return from your store, the more likely they are to return. Some low hanging fruit:
- A glowing “Pick Up” neon sign for easy wayfinding
- Short wait times with clear queueing systems
- Free, friendly returns with no hassle
Your best sales come from happy returning customers. Serve them well and they will return.
Capture Contact Info Before They Leave
This one is the most overlooked tactic of them all…
If someone exits your store without an email or phone number, that customer is lost forever.
A little sign in their checkout giving them 10% off their next purchase if they provide their email will do the trick. Now you can remarket to them via email, SMS, or paid placements.
Even better, 69% of shoppers browsed an advertised product after viewing it on in-store signage. So not only does in-store signage convert today…
It primes future conversions too.
How To Measure What’s Actually Working
Tracking bottom-of-funnel performance in a physical store is tricky.
But it’s not impossible.
There are a few simple ways to do it:
- Use unique discount codes on different signs
- Compare conversion rates before and after new signage goes up
- Track footfall vs. sales daily
- Ask customers at checkout how they heard about you
Identify what works and eliminate what doesn’t. BOFU marketing is not a “set it and forget it” endeavor. It’s a test, learn, refine cycle.
Final Takeaway
Bottom-of-funnel tactics are the secret weapon of the most successful brick-and-mortar brands.
Everyone else is optimizing for impressions and clicks. But savvy retailers are betting big on the moment of truth: the instant a consumer walks into a store. Quick recap:
- Use a neon sign to guide attention and conversion
- Create urgency at the point of sale
- Add impulse buys at the checkout
- Use social proof on the sales floor
- Make pickup and returns feel effortless
- Capture contact info before customers leave
Learn these and your store will convert better, keep more customers and grow faster – without spending huge amounts on advertising.
Sometimes the biggest wins are right under your nose… You just need to flip the switch.
