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Be prepared for springtime sales

02.05.2019


Spring is a great time for retail and therefore in-store marketing, when the warm weather inspires consumers to shop for the summer season. In-store marketing not only differentiates retailers, it also makes shoppers aware of products they’d never even thought of buying.

Successful in-store marketing awakens the urge to buy

In-store marketing is an effective way of influencing consumers’ purchasing decisions, because they buy what they see. Research shows that consumers make over half of their grocery purchasing decisions based on what is visibly marketed in a store.

Stimulating the urge to buy is strongly linked to bundled displays. A customer looking for a barbecue grill may buy a substantial amount of related goods, such as tongs, spatulas, skewers or barbecue maintenance products. In retail marketing, these are known as bundled goods.

Correctly positioned, seasonal advertising signs and good visual display are extremely effective ways of grabbing the attention of consumers as they enter a store. Of course, the right choice of place depends on the product, but the entrance area and endcaps are generally regarded as the best merchandising spaces. Closeness to the checkout and bundling spaces, for example tongs positioned close to a barbecue, are highly effective at stimulating smaller impulse buys.

Monitor what you pay for

Monitoring of in-store marketing costs a fraction of the price of POS materials and display setups. So it seems strange to invest in in-store marketing but leave out monitoring. Done in the right way, monitoring also provides an opportunity for more detailed profitability analysis. Monitoring should not be neglected due to cost, or the difficulty of collecting data.

Monitoring a display provides information on what works and what doesn’t. Sales data provides general information on sales, but doesn’t tell the whole story. From the viewpoint of in-store marketing, sales figures are always retrospective and do not reveal issues such as whether a display has actually been created.

Displays should be documented when being set up, in order to make monitoring as real-time as possible. Photographing all displays will verify whether they have been created as planned and in the right place. In addition, minor details are decisive in attracting the attention of customers to certain product groups. So it is very important to view and comment on a display at the beginning of a campaign.

Not all stores are the same size: space solutions vary and a competing product or company may have already reserved the best space. When displays are systematically documented, information on the store, the precise display location (e.g. at the entrance, at an endcap, on the floor, at the checkout or in a bundled display) can be attached to an image. This provides information on whether the location option will be more or less effective.

An intuitive marketing tool

SnapShop is a simple and economical way to monitor in-store marketing through photographs. It is fast and easy to introduce, with no need for large integrations or heavy set-up work. The software can also be hired for a fixed term.

Because all the necessary features of SnapShop, which was specifically designed for in-store advertising, are pre-installed, all you need to do is create a user sign-in and decide whether to download the application on a phone or tablet.

Read our customer stories to find out how SnapShop has helped major chains and well-known brands to monitor and develop their in-store marketing.

Interested? Book a demo!

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