The theory is that people come into a retail establishment with one or a few key items in mind; the goal is to entice these shoppers to buy more with well-planned advertising and marketing within the store.
In-store advertising objectives can be:
- Trigger recall. The human memory is far more likely to recall an item upon seeing it again. In-store advertising can serve to trigger such recall.
- Introduce new products. Unfamiliar products may not draw people to a store, but within the store such products can attract attention through their look, feel, or smell.
- Promote sale items. While a “one day only” newspaper ad can draw people to your store, in-store sales place those lower prices in front of your customer and encourage additional — and even impulse — buys.
- Provide more information. Whether you use a plasma screen or simple signs to highlight your featured merchandise, you want to communicate the information to your customers that will convince them to make smart purchases.