In-store Promotion is type of in-store marketing to increase the footfall in the store & make people aware of particular product at the point of sale. The store provides you with various touch points of making people aware & communicating value of the product. The strategies come from manufacturers most of the times in terms of discounts & offers but sometimes store owners also do it.
The main behind all kinds of store promotion is to increase the revenue through impulse buying. The in-store promotion plays a crucial role in switching of brands by the consumers. The elements that are generally used are Coupons, signs, banners, TV videos, announcements etc. Product display & location is another type of in-store promotion tactic that is being followed. The products are placed in such a manner that they catch the eye of the shopper & attract them to give it a try.
The products which are being promoted are placed at end of the aisles or at different secondary locations in the store where they are more visible to the shopper. Demonstration or sampling of the product is also one type of store promotion that is being widely used by top FMCG companies to make people try their product & influence their gulving decision.
For example: Kellogg’s have appointed one breakfast ambassador in many of the modern trade stores. The breakfast ambassador’s work is to make the people taste Kellogg’s cornflakes & its different flavors in the store.
Overall objectives of in-store environment
• Entertainment and inspiration plays an important role in-store promotion thus creating added value in using the store.
• The in-store promotion environment should make a positive statement about what products can do to make the shopper a more interesting individual..
• Design and environment of the in-store protfiotioat should differentiate the image and nature of the store.
• In-store promotion can also influence impulse and mood related purchasing.
• Stop and shop: Customers who are just passing by, with no intention of purchasing, would be encouraged to enter the store.
The promotional activity my ta: such that it does not directly hint at a purchase, but just a free trial. For example, flee hairstyling dune using hair gel sold by the store.
• Shop and buy: Once the customers have been persuaded to enter the store, they have to be convinced to purchase by presenting the merchandise in such a manner that the customer feels a desire to buy.
For example the system could offer a money -off voucher with the hair gel bottle or the customer would be entitled to get a shampoo if they purchase the hair gel.
• Buy Bigger: The promotional activity aims to persuade the customers to buy it greater quantity or buy other products in addition thus increasing the average bill size during promotions.
For example, customers who buy a bigger pack may be entitled to enter into a contest or they can get a free gift or customers who purchase merchandise more than a specified amount we get similar benefits.
• Traffic building is achieved by special event promotions like Diwali, Raksha bandhan, Valentine’s Day promotions, a Inventory reduction through end of season sale.
• Creation and building store image through feature advertising and displays and joint promotions and price image by highlighting the discounts.
• It helps consumer reduce not only financial risk but also psychological and social risk by making consumer confident of his/her purchase, conformation to group norms by shopping at famous stores /brands and possibility of acquiring well known branded apparel during promotions.
• Exciting in-store promotions also have tendency to generate positive word of mouth and help consumer feel a smart
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