In store marketing

From CEOpedia | Management online
In store marketing
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In-store marketing - all types of marketing tricks and techniques which are using in-store factors to track consumer attention, which aims to result in driving sales. They are made to influence customers at the decision-making point to choose a particular brand or product. There are also out-of-store factors "(e.g., past brand usage, the brand’s market share, the consumer’s demographics, and shopping goals)"(P. Chandon, J. W. Hutchinson, E. T. Bradlow, S. H. Young 2009,p. 2).

Although, it has been examined that gaining in-store attention of customers is not always sufficient to increase sales.

In-store marketing examples

There is a lot of different types of actions taken by the stores which are considered as in-store marketing.

One of the most important techniques used in that kind of marketing is shelf management - it has been "concluded that the ability of a brand to capture and hold consumer attention can be a source of competitive advantage"(A. S. Atalay, H. O. Bodur, D. Rasolofoarison 2012, p.1). "For example, top- and middle-shelf positions gain more attention than low-shelf positions; however, only top-shelf positions carry through to brand evaluation"(P. Chandon, J. W. Hutchinson, E. T. Bradlow, S. H. Young 2009,p. 1).

Shelf space (e.g., end-of-aisle displays) have strong effects on brand sales. "One of the documented effects when choosing from an array of products is horizontal centrality: the option located in the center is more likely to be chosen"(A. S. Atalay, H. O. Bodur, D. Rasolofoarison 2012, p.1). It was also proven that people unconsciously tend to choose things in the middle then it comes to choosing among more than two things. According to this research, it was proven that brands placed in the middle - both horizontal and vertical are noted more and are to be chosen most likely. Because of that great brands have to pay retailers for the best which means horizontal and center places on store shelves.

Other kinds of in-store marketing usage are designed eye-tracking packaging of products, that meant to influence and convince a customer to purchase.

Also, big brands are using CSR (corporate social responsibility) to communicate with their customers, which is also considered a part of in-store marketing. "The main messages used concerned support for:

  • food producers,
  • Fairtrade,
  • fitness,
  • healthy living,
  • healthy eating,
  • organic produce,
  • sustainability,
  • employment policies,
  • charitable giving, and
  • support for local communities." (P. Jones, D. Comfort, D. Hillier 2007, p.17)


Author: Barbara Fidelus