Consumer goods brands and retailers need to sharpen their brick-and-mortar strategies in order to meet choosy customer perception and increase store sales. Cost-effective in store marketing tools, when used strategically, can deliver a range of benefits including increased brand awareness, improved product visibility, and enhanced customer engagement.
In-store promotional materials should be helpful, inviting and informative, but not distracting or overwhelming. Keep the message concise, and display a limited number of products at a time. A crowded visual environment can distract shoppers from making a purchase decision. Use stand-up signs and literature holders to share important information about your company and its history, a list of top-selling products, or a map of the store layout. Also consider offering a business card holder, so that customers can leave with your contact information.
Create a sense of community in your store by hosting in-store events such as wine tastings, cooking classes and art workshops. The more a consumer feels connected with a brand, the more likely they are to return and recommend it to friends and family.
For fast-moving consumer goods (FMCG), targeted in store promotions are a powerful tool to boost upsells (selling more expensive products, like shampoo and conditioner) and cross-sells (selling related or complementary products – toothpaste and toothbrush). In-store promotion campaigns should be designed with the specific shopping behavior of consumers in mind. This can be achieved by accurate in-store profiling, which allows for precise, localised messaging based on historic sales data.
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