Insights

In Store Communication – Driver For Optimising Brand Performance



Retail is considered as edge for the marketing where shopper experience can be converted to consumer base. Shoppers can play a pivotal role in leveraging the brand performance. This has happened due to dispersed media channels. More & more channels are being launched for the media sources & thus consumers are shifting their attention away from traditional sources of information. Brands are accordingly shifting their marketing spend closer to point of sale resulting in increase in connect with shoppers.

Brand Performance Optimisation:

This can be done through improving brand power in mind & market. Marketers spend in mass media communication for the brand power in market on other hand to improve brand power in mind they shift their focus to in store communications such as POSM display, POP display, fixtures & experiential marketing. A concomitant sync between brand power in market & mind should make a balance which will result in brand performance optimization. Elements for instore communication could be fixtures, wallbays, translates, paper based PoSM or any other in shop branding element.

Effective In store communication:

Display Sync: In store communication should be in sync with the product/offer which is displayed along with the communication to trigger the shopper's mind towards impulse buying. For instance, a dangler with ZERO EMI offer should be placed exactly above the product on which offer is applicable.

Cost: There are many ways available currently to do the in store communications. However, spend should be optimally designed & executed. For instance, a premium product for which in store communication has been designed can be printed on premium quality POSM but spend for a generic product should be proactively considered.

Placement: A Point of sale material is manufactured with a thought on where it is supposed to be displayed. There could be two different types of placements, on product & off product. For on product display a guideline is made which depicts the method on how to install the POSM on product. For instance, any on product PoSM which was supposed to be installed in a refrigerator should be placed accordingly & not outside of it. Another example of the same would be USB type PoSM which shows the accessibility of USB in a LED should be placed near the USB port of LED & not on top of it.

Replenishment: In store communication should be replenished due to following reasons:

  • Time bound communication should be replenished at the expiry of scheme/period for which communication was bound to.
  • Communication should be replenished in case of stock sale out for the cases where on product PoSM was displayed. New products should be installed with PoSM again
  • Every PoSM has a shelf life & accordingly it should be replaced/redeployed.

We are leading retail marketing company & helping brands in changing there shopper marketing experience through effective in store communications. We also calculate the effectiveness of execution through state of the art in house developed application which is names as 1Channel. To know more, connect through our Contact us page.

Topics: Visual Merchandising