Instore marketing

Also called: in-store communication

Instore marketing or instore communication includes all forms of marketing and communication that take place within a store. The objective of instore marketing and communication is to influence the behavior of consumers already on the store floor, primarily to increase sales per customer.

The main way in-store marketing takes place is by drawing extra attention to certain products and offerings and thereby enticing the customer to make a purchase. Examples include store layout (including the use of header racks), counter displays, posters, product demonstrations and the use of narrowcasting and loyalty programs.

Customer in-store behavior and the effectiveness of in-store marketing can be analyzed through metrics, which can be collected via customer counters and WiFi beacons, among others.

Online instore marketing

The manner in which Web shops try to influence their visitors with marketing and communication during online shopping can also be referred to as a form of in-store marketing. Principles such as highlighting offers and related items and enticing visitors to buy higher-margin products are similar in e-commerce to the same methods in physical stores.