In-store marketing: existing and emerging elements

Abstract

Even in today’s omnichannel environment, in-store marketing remains critical for retailers. In-store marketing pertains to all activities that a retailer undertakes within the store to engage with customers and get customers to engage with the retailer’s goods and services. To attract and interest consumers, retailers must capitalize on the time consumers spend in their stores creating experiences that meet the shoppers’ needs. As such, retailers must recognize that some shoppers desire an interactive experience in-store, while others want to be in and out quickly. This chapter highlights eight key in-store marketing factors. Four of these in-store elements are more conventional (the atmosphere of the retailer, the merchandise sold, the service experience, and in-store sampling), while four are emerging – digital displays/signage, omnichannel, integrating mobile, and robotics. Related research and future research directions are discussed.