In-store marketing sees a location such as a showroom or retail store being used as a base for marketing functions which go beyond sales (forming relationships, discovering wants, presenting answers and closing deals) and distribution (delivering services and products to customers). Here are some types of in-store marketing.
1 Customer Experience
The customer journey involves a series of stages and touchpoints. Retailers use it to discover problems, gaps and things which are functioning well that may be scaled. In-store experiences represent an opportunity for the retailer to formulate a strong culture and brand identity. One example might be a coffee shop with professional and interesting baristas as opposed to a cafe lacking the human touch.
2 Customer Relationships
Customer relationships are relationships between a retailer and their current, future and former customers. This may include interactions in person, via other communications, and with services, products and environments. Growing customer relationships is important – for example, having staff who know their customers by name, or promoting an in-store loyalty programme.
When shopping you may encounter in store media such as successful in store media from Mood Media.
For more retail tips see https://www.shopify.co.uk/retail/119517891-10-retail-experts-share-their-1-tip-for-marketing-and-growing-your-store.
3 Price Promotion
Price promotions see products offered at a discounted price. Usually, big signs advertise the sale. In-store promotions may also see coupons and related communications being used to draw shoppers’ attention.
Promotions may be conducted using samples, in-store events, demonstrations, activities, workshops and interactive environments. Such events communicate marketing messages, and see successful brand awareness and sales targets being generated. Display windows in stores may be designed to bring in customers, with new designs each season.
5 Product Launch
Product launches may involve employing in-store promotions to stimulate demand and engender brand awareness for new items. Promotions can be designed to raise awareness, recognition and enthusiasm for products, services and brands.
Brand awareness means that your customers can recognise your brand by its features. Brand recall is the unassisted recall of a name in a particular product category. For example, customers may name up to seven names for a product category like ‘airlines’. Meanwhile brand recognition is the assisted recall of a name. For example, when a brand name is shown, customers can correctly recognise that the name is a brand of bottled water.