In-store communication is not a traditional medium | Shopper Marketing Insights by Ecolean

In-store communication is not a traditional medium

02 12 2019

In-store communication is not a traditional medium

In order to shape in-store behaviour effectively, it’s important to understand that in-store communication is very different from traditional above-the-line communication.

In-store communication is not linear as it is on TV where ads are presented sequentially. Thousands of messages are competing for shoppers’ attention all at the same time. In-store communication can be delivered in multiple ways. The same message can be delivered to the same shopper using in-store displays, POS and package design.

The most important factor and the biggest difference is that in-store communication is the last step on the path to purchase and its purpose is to close the sale. And packaging as the silent sales assistant is of course key.

Shopper marketing insights by ecolean

Shopper Marketing Insights by Ecolean provides interesting shopper insights from the FMCG world with focus on why packaging is an essential marketing tool and how brands and retailers can reach the ever-evolving shopper.

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