In-Store Marketing Primer

Alex Delotch Davis — Mon, 08 Dec 2008 15:32:52 +0000

There’s a great post on Adnanpocketwala’s Weblog this week about in-store marketing. His discussion covers the very basics of in-store marketing. If you’re new to the idea and want to start getting an understanding of what it’s all about, check out this post.

There are great pictures of some commonly used in-store marketing techniques. However, as we see the industry expanding and metrics being rolled out, in-store marketing is growing in sophistication.

Thinking Starts at the Shelf

Alex Delotch Davis — Wed, 03 Oct 2007 18:49:17 +0000

With the rising cost of groceries, brand loyal customers now find themselves considering grocer private labels to manage their family budgets. CPG’s are at great risk of losing market share on price alone. Senior management must find another way to communicate with their customers…and quickly.

70-80% of buying decisions are made right there in the aisle and that’s where CPG’s need to focus marketing efforts. Sure people come in the store with a list and brand preferences. But when they take a look at the price difference and compare that to the weekly budget, CPG’s may lose out, unless they can convey a compelling message right at that moment when the decision is made. And a new media takes the stage…the grocery aisle.

While graphics and creative aisle displays are not new, creating innovative systems, increasing the rate of installation and professional execution makes a huge difference on the impact of an in store selling message. Industry insiders report that some 30-40% of in store media is installed improperly, if it is installed at all! How much does that cost in wasted materials and missed opportunities?

In today’s climate, it can cost millions.

Inside The Aisle » installation

In-Store Marketing Primer

Thinking Starts at the Shelf