The 8 Most Effective In-Store Shopper Marketing Techniques in 2024
In-Store Shopper Marketing
In-store shopper marketing refers to all promotions within virtual or physical shops. These are one of the most effective ways to increase sales as they intercept consumers at place of purchase. In-store shopper marketing can be executed in various ways but they all intend to catch consumers’ eyes, educate the public about the brand and ultimately drive sales. As a shopper promotions agency, we have years of experience creating successful shopper promotions. Get in touch to discuss your next in-store campaign.
Here’s a round-up of our top eight in-store promotions to drive sales in 2024!
1.Free Standing Display Units (FSDU)
As the name suggests, these refer to customised units designed to display the product in the retailer. These ensure that your product stands physically apart from the others and thus are sure to catch consumers’ attention. They also make the product the easiest option for busy consumers as the decision feels ready-made. They can also be set up beside tills to cash in on last-minute impulse purchases.
Competitions are often added to FSDUs to promote engagement (as seen above). This example also demonstrates the accessibility of the products on the FSDUs compared to those on shelves.
They are also adaptable to the current aims and campaigns of the brand as QR codes and additional information can be added to communicate brand messages to the public.
2.Floor Decals
Floor Decals are stickers that are placed on the floor of a shop to draw attention to a product or brand. This type of in-store shopper marketing ensures your brand sticks out and often uses an element of intrigue to draw customers in.
In this case, Orchard Thieves have used wolf paw prints to lead curious consumers to their products. This incorporates elements of their brand in a fun way. Floor decals stand out in a store. In this case, they also allow entry into a competition through a perfectly placed QR code.
3. Aisle Fins and Shelf Wobblers
Aisle fins stick out from the shelves and thus can be seen when walking down a supermarket aisle. Shelf wobblers hang over the shelves and can be seen while facing the shelf. Both are great tools to promote your product. Aisle fins can enhance the visibility of a product in a crowded store. They also provide ample space for QR codes, mini games or augmented reality features.
Shelf wobblers often inform consumers of a discount or deal and are useful on shelves that contain several competing brands. Both aisle fins and shelf-wobblers are low-cost but high-impact methods to advertise within a retailer. Furthermore, there are multiple ways to incorporate digital elements into these promotions.
4.On-Pack Promotions
One of the most popular in-store shopper marketing techniques is promotional packaging. The options are endless for on-pack promotions as the packaging can be designed to highlight a collaboration or competition, celebrate an event or season and can include interactive elements. They are often prioritised on retailer’s shelves and add a value-added reason for consumers to make a purchase.
Packaging with competition elements is particularly popular and it’s clear why, as these push consumers to purchase and provide first-party data. At Return2Sender, we make creative promotional packaging and use our experience in promotional mechanics to seamlessly manage competitions.
5.Interactive Elements
This field within in-store shopper marketing is rapidly growing in popularity and success. Many companies are now including interactive elements in their packaging and point-of-sales displays. A QR code is a simple but effective way of achieving this. Scanning the code can lead users to a fun game, an augmented reality experience or a competition entry mechanism. We created a point-of-sale mechanism for Gordon’s Gin that allowed consumers to spin the virtual wheel to be in with a chance to win.
Augmented Reality can also be incorporated into shopper marketing. Packaging with an AR experience sparks curiosity and engagement with the brand or product. We can create scannable packaging that allows consumers to view additional information about the packaging through AR technology. Similarly, the packaging could unlock an AR face filter or a game. We created scannable packaging for Kerrygold at Christmas time that allowed users to virtually decorate their tree to win prizes.
6.Gifts with Purchase
This refers to the inclusion of a free gift with a product.
The gifts are usually related to the product or brand and thus add value and an additional reason to purchase. Additionally, retailers often dedicate space and advertise these products within the store. They also increase a brand’s value in consumer’s mind and it is a promotion that doesn’t involve lowering product price.
7. Retail Media
Retail Media refers to retailers allowing brands to advertise through online and in-store touchpoints. Similar to TV and radio advertising, retailers allow other brands to advertise within their network. Retailers may also sell insights into consumer analytics and first-party data allowing for advertising via traditional comms routes.
This form of marketing drives sales and provides additional revenue to the retailer. It also provides a digital and in-person approach allowing for a cohesive campaign. Retailer media is one of the fastest-growing spheres with some heralding it as the third wave of digital advertising.
8. Digital Signage
Digital Signage upgrades traditional posters opening up additional uses and benefits for retailers and consumers. They can be used to advertise current promotions or deals, provide additional information to consumers, run competitions or advertise social media content within the store. Digital signage outside a shop is also great for attracting information and thus increasing in-store footfall.
There are many routes to in-store shopper marketing in 2024. It is a highly effective realm of marketing and there are several ways to push your promotions to the next level through QR codes, gamification, and augmented reality.
We have expertise in shopper promotions creating fun packaging while seamlessly managing any tech or logistics behind competitions and augmented reality/QR codes. Get in touch to find out more.