In store marketing
|In store marketing|
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,
- healthy living,
- healthy eating,
- organic produce,
- employment policies,
- charitable giving, and
- support for local communities." (P. Jones, D. Comfort, D. Hillier 2007, p.17)
- Atalay A. S., Bodur H. O., Rasolofoarison D. (2012), Shining in the Center: Central Gaze Cascade Effect on Product Choice, "Journal of Consumer Research"
- Chandon P., Hutchinson J. W., Bradlow E. T., Young S. H.(2009), Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase, "Journal of Marketing"
- Clement J. (2007), Visual Influence on In-Store Buying Decisions: An Eye-Track Experiment on the Visual Influence of Packaging Design, "Journal of Marketing Management", vol. 23
- Egan J. (2007), Marketing Communications, Cengage Learning EMEA
- Herpen E., Nierop E., Sloot L. (2011), The relationship between in-store marketing and observed sales for organic versus fair trade products, "Springer"
- Jones P., Comfort D., Hillier D. (2007), What's in store? Retail marketing and corporate social responsibility, "Marketing Intelligence & Planning" Vol. 25 No. 1, pp. 17-30.
- Wahl M. (2010), In store marketing: a new dimension in the share wars, Sawyer Pub. Worldwide
Author: Barbara Fidelus