Instore marketing
Also called: in-store communication
Instore marketing or instore communication includes all forms of marketing and communication that take place within a store. The objective of instore marketing and communication is to influence the behavior of consumers already on the store floor, primarily to increase sales per customer.
The main way instore marketing takes place is by drawing extra attention to certain products and offerings and thereby enticing the customer to make a purchase. Examples of this include store layout (including the use of header racks), counter displays, posters, product demonstrations and the use of narrowcasting and loyalty programs.
The behavior of customers in the store and the effectiveness of instore marketing can be analyzed using metrics, which can be collected via customer counters and WiFi beacons, among others.
Online instore marketing
The way web shops try to influence their visitors during online shopping with marketing and communication can also be referred to as a form of instore marketing. Principles such as highlighting offers and related items and enticing visitors to buy higher-margin products are similar in e-commerce to the same methods in physical stores.
