What are in-store promotions and how do they work?

Billboards. Commercials. Online ads. All of this works to build awareness of your brand. However, nothing can be as effective as interacting with your customers directly. No middleman. No mixed messaging. That's why the most prestigious brands are using an in-store promotional agency to sell their product.

What exactly is an in-store promotion? With more and more shades of experiential marketing sweeping across the market, there's understandably a lot of confusion.

Below we'll answer any questions you may have. What are promotions in stores? What are the jobs in-store promotions? What does an in-store promotions agency do? We'll also explain the various kinds of in-store promotions, and provide you with suggestions for in-store promotions to put into practice.

Let's get started.

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What are store-based promotions?

In simple terms, it's a market strategy intended to get people into an establishment to test a product. It could take many forms.

Slash prices. Trial free tasters. You can also fill a shelf of your product from starting from the top. To be an in-store promotion it is necessary to adhere to two basic rules:

1. It must occur in a retail location
2. It must promote the image of a brand

Often in-store promotions begin with the manufacturer themselves. Sometimes stores will introduce a new product through an in-store promotion.

The goal is to generate an interest in the product. It could be offering a free sample to encourage someone to buy or a special promotion to boost sales and build a loyal customer base.

It's also a fantastic opportunity to get customers to switch brands. It can also shift huge amounts of inventory and result in extra revenues when sales may be falling. For instance, display displays are able to be prominently displayed near the end of an aisle or close to cash registers to increase sales. They'll leave a lasting impression in your customers' minds.

All-round, in-store sales can be a flexible and efficient marketing strategy.

They not only increase sales, they can also help brands to influence customer perceptions. This is dependent on an experienced in-store promotions company and talented, charismatic in-store promoters.

 

What's an in-store advertiser?

In-store promotions can work for the store itself. However, typically they're referred to the store by an in-store promotions agency.

Their role is to present the brand to the customers.

Think of product exhibits, demonstrations, or free samples. The store promoter can draw people to buy the brand, and also answer any questions.

In-store store promoters must be knowledgeable about the product, the brand, and the business. They'll discuss the things that customers liked about the product. And they'll encourage them to buy one, by introducing the promotion available.

With the help of competent in-store marketers they can direct their brand's narrative. Additionally, they'll be in a position to draw customers away from competing brands. That's particularly critical in the case of a brand new product launch.

In simple terms, they're taking advantage of the impulsive purchasing of customers. Most people don't plan their purchases. They're usually open to a better deal or a better product.

It's the in-store promoter who spells out the benefit in boosting sales overall.

What does a promotion company do?

In-store promotions companies provide a one-stop shop for all things promotional. It doesn't matter if the event is huge and small they'll run promotions from beginning to end.

But what exactly does it mean?

Then, they'll discuss the kind of promotion you want. Are you only looking for a product display? Or do you want to explore a new approach?

After that, they'll go into planning. Which stores do you want to run the promotion in? What are the reasons for those stores? Do you have a desire to connect the promotion in-store with other promotions in the area? Like, for example during conferences or expos.

These are the most important questions to ask when developing a successful in-store promotion strategy.

The company responsible for in-store promotions will then begin hiring staff. The in-store promotional staff are required to be interviewed and scrutinized prior to being hired. They must then go through rigorous training to make sure they know and are a part of the brand. This is key to lasting brand activation.

Finally, throughout the campaign the company that is promoting will review progress. Making adjustments to the promotional plan will help to improve the results - and, in the end you will be able to sell more items and attract more customers.

Types of promotions in-store

In-store promotions can come in many shapes and sizes. There are many types of promotions that are in-store, ranging from traditional discounts to displays of products. Which is the best one for your company?

Here are a few examples:

Discounts

They're the most obvious way to market a product. They can be found in various forms, including percentage discounts, a bulk discount (e.g., ZAR 100 off) Buy one get one free, as well as multi-buys. Free shipping is also classified as a type of discount. There's one clear advantage that it's a simple sell. Everyone loves a bargain and a sale can be an effective way to get a person to consider testing your product.

Coupons

They are similar to discount. However, they are more effective. For instance, in one study one study, a coupon for $50 outperformed a 15% promotional. However, percentage discounts tend to outperform the other promotions all-around. The trick is to find the price sweet spot. It's all about making it seem like a bargain compared to the product's perceived value. For instance, a 40% deal might be equivalent to 10% off, however the latter is a lot more appealing.

Tasters for free

It is best to focus on food and drinks products. It's probably the best way to introduce a new product especially during the holiday season and major occasions. For instance, letting consumers taste a new recipe for a Christmas chocolate cake will make them giddy. If the cake is good there's a good chance it's going to fly off the shelves.

Demonstrations or Try Before You Buy

Are an awesome method to display the product. They're free tastings of products that aren't consumable. Imagine a new cooking device that is demonstrated in the store by a chef. Or headphones, where you can feel the quality first. It's also a resolute statement of a brand "our products are so excellent that you'll have to buy the product once you've had a chance to try it".

Product displays

More subtle, but no less effective. This type of passive marketing relies on our psychological understanding of the supermarket. Product displays placed on the aisles at the end or in close proximity to cash registers boost the likelihood of a buyer picking the item. An attractive design is a simple way to boost sales with minimal upfront expenses.

What are some examples of in-store promotional examples?

You should now have some ideas to promote your product. To stimulate your creativity, here are some of the most effective examples of store promotions:

Check out a pop-up store

Combine social media with a real-world experience. Pop-up stores work wonderfully. This is exactly what the Los Angeles-based jewellery store Angie and Chloe Jewelry did. They sold and marketed their jewellery in shops, cafes, events and more.

The result: more exposure, more turnover, and more customers. It was a huge success!

Go seasonal

T'is the season to be selling - whether it be the season of Christmas, Summer, or another holiday, customizing your promotions in stores to a seasonal theme is a guaranteed way to attract customers.

A good example is the Christmas blend. Food and drink companies like Starbucks frequently create a holiday Blend. It is then possible to market in-store and sell it at a high margin.

It's a win-win-win!

A clever way to position products

Subtly does not pay. Don't leave your top products sitting in the end of the aisle. Place them in the front of the store.

Here are a few ideas for displays of products:

1. Combine similar items
2. Place high-value products near the areas with the most foot traffic
3. Make sure that the best-selling items are at eye level Otherwise, people are likely to walk by and not notice
4. The most expensive, low-cost products should be placed near the cash registers

These simple tips will make the most of display displays of your products.

Inspire influencers

Social media rules marketing. Alongside your skilled store promoters you can invite a local star or an online influencer. Not only will it attract attendees to your event, but it'll significantly boost brand awareness.

Request them to write about it in advance and then continue posting throughout the promotion. That way, you combine the real-world and the digital for the complete promotional experience.

https://jrpromotions.co.za/what-are-in-store-promotions/