Marketers know the importance of using promotion marketing tools in stores where consumers are confronted with a plethora of purchase options and where they are apt to make unplanned purchases based on buying impulses. In-store marketing is an attempt to capture shoppers' attention at the point of active sales.
Product sampling is a technique successfully used in stores to induce purchasing. People who sample a product and have a very favorable experience are likely to buy a full-size container of the product. Food products are a conventional samples in stores like Costco, BJs and Sam’s Club. These store typically have food sampling stations every few feet with lines of eager shoppers cuing up to get a little sample.
Visual displays of merchandise is an important part of in-store marketing. Package design and goods presentation is important. Big marketers know the importance of end-aisle displays in supermarkets. Arranging merchandise aesthetically is a hallmark of large retail shopping stores like Bloomingdale’s and Macy’s. But even small marketers know the importance of shelf display activities to sales and work with local stores to achieve favorable positions on the shelf.
Some stores are kaleidoscopes of sights and colors of sales collateral materials. Ceiling tanglers, full die-cuts of standing figures, neon signs, adhesives on refrigerator cases as well as store windows and doors are all areas used for ancillary reminder messages at the point of purchase. Collateral materials development is usually directed by sales department managers as those are the carriers of the main in-store sales message.
If a product has several ways it could be used or has some usage affinity for more than one product carried by the store, a store manager could attempt to have displays in multiple locations in the store. Steak sauce for instance is found in both the condiment section of grocery stores but increasing also in the meat section near the steaks.
Special Display Units
Personalized displays are a huge in-store marketing tactic if a possibility for a product. L’eggs Hosiery used an egg-shaped canister for its packaging and a special display unit to house them in. Packaging played a central role in the brand’s early success. Entenmann's has a special end-aisle display for its pastries. Some perishable drink companies like Fresh Samantha have special in-store displays that while needed also work to attract customers.