In order to make in-store communication effective, retailers and brands need to combine their marketing intelligence to define the way the consumer sees and experiences the store and to co-ordinate and integrate their in-store marketing activities. In designing and executing in-store marketing strategies, brands and retailers must regard each other as co-creators of the shoppers' in-store experiences. In this respect, understanding the role of in-store presentation and display in managing the in-store experience is crucial.
The five critical steps in managing the customer's experience in-store are - product presentation, communication (including a call to action), managing flow, location (leveraging hot spots) and making maximum use of shelf space
Prior to any purchase decision, in-store presentation is the final opportunity to make a good impression because by the time consumers walk into the store they already have received several inputs about the displayed product through advertising and word of mouth. In-store displays that are organized and created to address effectively the consumer's needs will leverage already achieved awareness, interest and desire.
An impactful presentation solution provides an excellent opportunity to build on brand messaging and value proposition when combined with a call to action. This can be anything from a special offering, price promotion, customer retention program introduction and reminder, product related competitions, etc.
Although it is not possible for consumers to make a considered rational judgment for every item presented to them in-store, consumers do react on a subconscious level to the retail displays and products that come into their field of vision. Once interest is engaged, there is a direct and measurable visual response to the object seen. Because every store has areas of lower and higher traffic it is worthwhile to manage the actual "flow" of traffic through the store.
Choice locations in-store are in high demand. It often requires creativity and negotiation skills to get a retail partner to agree to usage of these spots. Presenting the retailer with an overall concept for a product's in-store presentation (addressing the five critical steps) and explaining the benefits for him/her as well as the buying public is usually required.
Customer focussed companies are increasingly engaged in direct marketing activities targeted towards customers by deploying sales people and promoters to enhance the in-store marketing footprint as well as to boost volume of sales in-store. However, these kind of interventions are by their very nature short term and do not provide a continuous footprint. In-store presentation and display elements provide an effective way of anchoring and reinforcing any promotional activities long after the actual promotion is over.
In-store presentation and display elements are critical tools to assure continuing business from consumers. Retail marketing has measurable influence on consumers. The challenge is to get as much influence as possible during the time the consumer spends in-store. In-store presentation and display solutions provide a rich array of opportunities to deliver a combination of brand messaging and product information at the critical moment of the consumer purchasing decision. Ideally, all five critical steps in managing the customers' experience are aligned.
