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While advertising can bring customers to a store, it can also work from within your store. Today many retailers realize how important in-store advertising can be to their bottom lines. Television advertising is a huge billion dollar industry and in-store advertising accounts for a big portion of advertising dollars as well. However much less is spent on in-store advertising. This doesn’t mean that retailers prefer advertising on television, but it does mean that you can spend a lot less money advertising in your store. Moreover, you’ll find that it can be highly effective! |
A common strategy among retailers is to first implement sufficient (though not high-budget) marketing and advertising in order to draw people to their place of business and then to advertise and promote heavily inside of their business. People typically come into a retail establishment with one or a few key items in mind; the goal is to entice these shoppers to buy more with well-planned advertising and marketing within the store.
In-store advertising can trigger recall. The human memory is far more likely to recall an item upon seeing it again and in-store advertising can help trigger such recall. You can also introduce new products; unfamiliar products may not draw people to a store, but within the store such products can attract attention through their look, feel, or smell.
Promote sale items - while a “one day only” newspaper ad can draw people to your store, in-store sales place those lower prices in front of your customer and encourage additional (and even impulse) purchases.
Provide more information; whether you use a plasma screen or simple signs to highlight your featured merchandise, you should communicate the information to your customers that will convince them to make smart purchases. Of course, in-store advertising is most effective with a strategy. So determine first where to place racks, cubes, platforms, mannequins, and especially your well-designed signs in order to best display your merchandise. High-traffic areas, like doorways, cash registers, and fitting rooms, should be your priority placement locations.
Hand out promotional products in your store that are useful and will remind people of the good deals and positive shopping experience. Keep your customers coming back for more and keep your brand in their minds!
