In-store clutter is one of the biggest hurdles in effective in-store communication. One of the simplest yet most effective strategies is for retailers to consolidate all in-store communication with one point of contact, responsible for all communication.
This person should be aware of all related communication that could be bundled and of any overlap. The retailer communication point of contact should have a clear strategy for all in-store communication. This often results in a less cluttered store.
Many stores worldwide have instead adopted a clean store policy where no branded material is allowed at all. The importance of packaging as a communication tool will therefore only further increase in the future. It is very important for the brand to have insight into and knowledge of each retailer’s key communication strategies.