The Benefits of In-Store Marketing for Retailers and CPGs

In-store marketing is a powerful tool for retailers and CPGs to promote their products and services to customers. It allows brands to interact with customers in a personalized way, providing them with a great shopping experience. In-store marketing helps differentiate brands from the competition, and is especially important during the COVID-19 crisis, when customers are focused on essential products. In-store marketing can include traditional methods such as end caps and floor stands, as well as contests, digital coupons, exclusive in-store pricing, and audiovisual equipment.

It is also important to consider colors when designing in-store displays, as they can have an impact on consumer behavior. In-store marketing is an essential tool for retailers and CPGs to create an incredible customer experience and increase sales. In-store marketing allows brands to market to one of the most engaged leads who will ever have someone in their store. It controls the customer experience, determines how visitors interact with their environment, and ultimately causes in-store customers to make purchases. This type of marketing focuses on interacting with customers to provide a personalized experience during the shopping session.

When it comes to fast-moving consumer goods, it's hard to choose. That's why in-store marketing is essential. By adopting a good in-store advertising campaign, you will be able to differentiate yourself from the competition. Considering the COVID-19 crisis, customers want to buy the bare minimum, so they focus on essential products. If your brand is in the premium or leisure section of the store, your sales may be dropping.

COVID-19 has a big impact on retailers and brands that sell exclusively in stores. While e-commerce is flourishing, physical stores lose money every day. Some countries even closed physical stores, leaving only a few grocery stores that sell essential products (food, cleaning products, medicines). Nowadays, considering COVID-19 regulations, food samples are banned, which means you'll have to think of a different strategy. But keep that in mind for better and safer times. In-store marketing is defined as the practice of promoting brands and products by targeting the consumer directly at the point of sale.

From one perspective, brands have used end caps and floor stands to increase shoppers' awareness of specific products. By using traditional methods of obtaining consumer information, brands have been able to gain a better idea of the memory and influence of ads. According to Shopper Marketing magazine, the neuroscience behind in-store purchasing decisions demonstrates that several point-of-purchase displays play different roles in attracting consumers. Contests, online or offline, are proven tricks for instilling enthusiasm among customers and actively engaging them with your brand. The best time to organize a contest in the store is during the holidays.

Customers are already enjoying the Christmas atmosphere and it is the best opportunity to take advantage of the festive zeal.

Retail marketing

is marketing to promote your retail store. Marketing can mean organic content (e.g. blog posts), paid content (for example, ads), or a combination of both. When the in-store marketing strategy is thoughtfully designed, it connects consumers with the brand and immerses them in a narrative, whether it's a way to show their history and heritage, or information about manufacturing, etc. Here are some in-store marketing ideas that help you gain user trust and grow your in-store retail business from your own physical store.

With the return to stores for consumer goods purchases, coupled with consumer demand for digital and contactless commerce and engagement options, now is the time for retailers and CPGs to take action on enhanced and expanded in-store marketing and promotions. In-store retail marketing focuses exclusively on leveraging the in-store customer experience to promote brand and product awareness. All you have to do is ensure that employees have clear roles, where they can bring added value, and that customer representatives are empowered to behave in accordance with the brand's personality and values, as well as their in-store marketing strategy. From digital coupons to exclusive in-store pricing, the synergy of technology and product assortment is creating conditions for conversions at the moment in ways that didn't exist before. In addition to in-store promotions, which can help brands increase sales (sell a more expensive similar product) and cross-sell (sell other complementary products), in-store marketing can help them effectively promote your product to consumers. With more and more customers relying on their phones during the shopping experience, retailers and CPGs can update this level of consumer connectivity to deliver frictionless customer interactions and shopping experiences in-store, based on data gained from first-rate data efforts part online. Brands that have long been pioneers in in-store promotions and the discount space are adapting their offerings to this new digital ecosystem. According to their study, POPAI found that 76% of shoppers made purchasing decisions in retail stores, responding to brand advertising and in-store displays.

Audiovisual equipment has become mandatory for most stores that want to position themselves as innovative and modern, since large screens, video walls, touch screens and digital signage are now the norm in store marketing.

Carefully consider colors

. Most people associate the success of end caps, floor stands, and other types of in-store displays with their location, but other variables such as colors also play an important role in consumer behavior.

On this page

, you'll find everything there is to know about in-store marketing, from the basics to the best examples of in-store marketing. Retailers must offer their customers an incredible experience and in-store marketing can help them with this difficult task.

As brands

, retailers seek to improve first party data collection and innovate across everything digital including websites digital ads loyalty programs email etc., the in store marketing opportunity, is huge for omnichannel digital marketers.

Esther Woodcock
Esther Woodcock

Esther has been in Marketing field for 15 years