
In store VM is the process of displaying products, services within retail outlets through available methods of direct & indirect communications & media. It is part of integrated marketing communication & plays a vital role in impacting impulse buying behaviour of prospected consumers. During purchase life cycle of a product In store VM is the last trigger which a brands can make on prospected consumers to minimise the resistance in buying behaviour. Brands currently saves significant budget for this from overall marketing spends considering the importance.