In-store retailers must pay more attention to on-shelf callouts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 07, 2021, 5:31 PM GMT+0

An Inmar study found that 80% of consumers are actively looking for deals when shopping in-store.

While COVID-19 forced people to stay at home and accelerated online habits, consumers slowly consider in-store shopping options. Though digital shopping is here to stay, a Forbes study shows that foot traffic and in-store visits to retail, restaurants and entertainment locations have increased 44% since the beginning of 2021.

Most consumers have altered their brand preferences, and they are no longer adding brands to their shopping list. To capitalise on this growing trend, retail brands must consider consumers’ new shopping behaviour by including on-shelf callouts – like offers, trending recipes or how a product can solve consumers’ problems.

As consumers are more price-sensitive than before, brands should note that discounts, loyalty points or other types of credit could influence shoppers’ decisions. Leverage in-store messaging by leaning into retailer partnerships to offer exclusive discounts to loyalty members can further help marketers create a bigger impact.

Though in-store signage seems “old-school”, businesses must leverage it to drive sales in these uncertain times. According to Inmar, 69% of shoppers recall seeing in-store product advertisements. In-store signage can not only boost the brand recall factor but also increase conversions and sales.

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