In-store promotion is a marketing strategy used to drive traffic to stores, clear out stock, and increase revenue. Tactics include signage, product displays, and demonstrations, with the goal of building brand awareness and inducing brand preference. However, oversaturation can dilute the message, making it ineffective.
In-store promotion is a marketing strategy that aims to get people into the store and buy specific items that are part of the in-store promotion. These strategies often come directly from the manufacturers or can be offered by the store itself. The idea is to generate additional revenue due to extra sales of the products involved, or even to induce a rebranding when offered by the manufacturer. Stores most often use such strategies to drive traffic to the store, to clear out too much stock, or to create additional revenue when sales are down. Often, however, the primary emphasis comes from brand makers attempting to build brand awareness, while building in-store brand equity.
Driving the in-store promotion effort, many tactics are used to entice people to buy the product itself or buy into the brand. In-store signs, banners, coupons, TV screens, and other branded media are often displayed in an attempt to draw attention to the brand’s message and induce brand preference. Shoppers are often inundated with messages during the shopping experience. Product displays are another common form of in-store promotion, these are usually placed prominently in the middle or end of an aisle, showcasing the product while minimizing distraction. Often, such displays are also found in the front of the store near the cash registers in an effort to leave a lasting impression as customers prepare to exit the store.
Product demonstrations are another popular form of in-store promotion that allows shoppers to see a product in action or experience it first-hand. Product demonstrators typically introduce shoppers to the product first so that the focus is on the product itself. Depending on the customer’s reaction, the product demonstrator will introduce the promotion offered on the product or may simply thank the customer for trying the product. Using such tactics gives the brand owner more control over brand perceptions, focusing brand change efforts directly on the consumers most open to switching. Training product demonstrators to tailor brand messaging to customer concerns and specifications is often a major emphasis of this approach.
Additionally, in-store promotion is designed to capitalize on people’s tendency to buy products impulsively. Quite often, consumers buy most of their products unplanned and actual in-store promotion is often cited as the reason for this phenomenon. Not everyone is impacted, however, as evidence argues that with the prevalence and oversaturation of in-store promotions, brand messages can actually be diluted, potentially rendering them ineffective. However, when stores and manufacturers work together to manage the message, the results often demonstrate increased sales, even if the message doesn’t always induce changes in brand loyalty.
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