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.