In-store marketing sees physical places such as a showroom or retail shop being used for marketing purposes beyond sales and distribution. This division of marketing focuses on engaging with customers to achieve commercial agreements.
In-store marketing is linked with marketing channels which are employed to reach customers in different regions and in different ways. Below are some common considerations and sales techniques.
1. Public Relations
A retailer’s flagship is a main service or product that typifies a brand or company. They are generally designed to be a cornerstone of the reputation and image of a brand.
Flagship also defines a retail place that is thought to be a company’s best. Often an international brand will have a flagship store in each country it serves. Retailers use such flagship locations and showrooms to develop relationships with stakeholders – such as employees, partners, investors and regulators – and the media.
2. Online E-Commerce
It is common to use a physical location to encourage e-commerce. This describes business models that rely heavily on internet-based services and retailers. For example, an app might allow customers to integrate the online and in-store experience by using an e-commerce cart in the shop.
3. Customer Service
Some retailers install a customer service hub in stores – this can be more convenient than a self-service tool or phone number for some customers. Customer service is felt to be vital for obtaining a competitive advantage in many industries. Customer service that is successful often adapts to the needs, personality and mood of every customer. Using shops to process e-commerce returns is an example of customer service in action.
4. Customer Advocates
A customer advocacy policy involves using knowledge gained from interactions with customers to stimulate change to your products, services and brand.
It may encompass all aspects of customer contact, including services, sales, products and complaints. Customer advocates facilitate between the company and customers.
Some retailers use in store music to influence customers’ shopping experiences. Mood Media supply in store music.
For more on in-store marketing, see https://www.mycustomer.com/hr-glossary/in-store-marketing.
5. Market Research
Market research involves using stores to better comprehend customer needs – the items a customer needs from a service or product. For example, taste tests have been designed to improve new products. Functionality and features are also important when firms are gauging customer satisfaction.