You cannot effectively drive sales without understanding the needs and behaviours of the shopper. This shows in vague communication objectives, resulting in poor in-store messaging.
Assess your insights; Do you know the key purchase barriers to overcome? Do you know the shopper’s journey to purchase? Do you know retailer-specific insights that affect the in-store messaging?
If you do not demonstrate what is in it for the shopper and help overcome a purchase barrier, you will not establish value and the opportunity to drive sales is gone. Shoppers buy benefits, not features. And benefits drive closure.