The known motive of advertising is to get customers into a store. Having achieved that, does a retailer sit back complacently and expect profits to rise just like that. It will be quite a short sighted move if he does so. Once a shopper enters the store, the retailer is in a better position to promote his business. Such an opportunity should be sensibly used. Large posters, fliers, LCD screens are some examples of in store advertising. In store advertising is focused on the idea that once a person is in the store he is going to be open to the idea of buying more than he might have planned to. The goal is to entice such shoppers to buy more with the help of well placed advertising and marketing within the store.
What is it all about?
Market wisdom supported by exhaustive research has concluded that 70 per cent of purchase decisions are made in-store. Yet, in-store advertising still represents only six per cent of marketing allocations according to a study by Deloitte. With the focus of in-store advertising on Point-Of-Sales (POS) a retailer often loses out on the vast opportunity being afforded to him through the space available inside the store (for advertising). In store advertising offers a plethora of advantages to a retailer. It influences the customer positively to purchase items he/she had not earlier thought of because of the communicative power of in-store advertising. It triggers a recall of the brand and re-instates the brand identity in to the mind of the customer. Introduction of new products and promotion of sale items are also offers that in-store advertising can highlight.
Kinds of in-store advertising
There are a number of ways apart from the traditional media for in-store advertising like, colourful and attractive posters, LCD screens showing videos, fliers kept in shopping carts or given to customers when they enter a store, a plasma screen to showcase featured merchandise or communicate certain information to the customers. Many Benetton stores have plasma screens on their walls on which fashion shows or fashion related channels are always on. TV advertisements in Wal-Mart stores have known to influence shoppers to buy more that they have influenced them when seen at home. Public announcement systems announcing ‘ten minute schemes’ or ‘sale offers for two hours’ in certain aisles in the store are common ways of in house advertising. Big Bazaar on most of the days has many such offers being regularly announced in its many departments like home furnishings, kitchenware amongst many others. Video screens for in-store advertising tap in to the ‘get entertained while you shop’ phenomenon, providing the customer with information and entertainment in the form of moving advertisements, documentaries or interesting clips about products. Walls can be covered with large colourful posters, and the best thing about them is that normally when one sees poster advertising a product they might want but could have forgotten to add them on the shopping list. At times, they buy it even if it was not on the list!!
Tips while doing in-store advertising
The aim is to catch the eye of the customer. Creativity of an in-store advertisement can be shown by placing merchandise in attractive display counters with effective lighting. In-store samples on promotional products can be offered to customers to ‘try-out’ and give an opinion. This gives them a chance of using the product without actually buying it, which in turn, may encourage them to eventually purchase it. All the five senses of sight, sound, touch, taste and smell should be employed when preparing in-store advertising. Interesting themes on occasions like ‘Mother’s Day’ Valentine’s Day’ can be used to promote certain kinds of merchandise.
Many retailers can fall into the trap of underestimating the potential of in-store advertising. By laying the emphasis of marketing on out-of-store advertising or on POS strategies, the retailer runs the risk of losing out on a prime chance to promote his brand or product via the route of in store advertising. A strategy which has proven to be effective in influencing shoppers’ buying decision is in-store advertising and to the wise retailer this should be reason enough to invest sensibly in in-store advertising.