The February issue of Retail World magazine had a review on how in-store services are helping brands and retailers interact with shoppers. The retail environment continues to change and challenge. Merchandising and In-Store Sampling have long played an important role in any category and now are more important than ever.
Products now live or die by what happens on the selling floor as shoppers increasingly are making their ultimate decision in the store. Many categories rely heavily on merchandising activity to influence purchase behaviour, increase basket size and drive visibility of products.
Lynne McKay pointed out that the in-store sampling model has changed over the years as shoppers and retailers become more attuned to interaction and engagement. Even the name has changed – now more commonly referred to as ‘in-store activations’ meaning that brand manufacturers and retailers alike expect ‘something to happen’ when shoppers interact with products they can touch, taste or feel in store and that something is sales.
In order to execute a ‘best in class’ in-store activation and achieve the great results possible, brands need strong retailer support and a willingness to allow creativity and innovation into stores from the beginning of discussions surrounding promotion of the brand/product.
Importantly, for us as retailers, manufacturers and agencies it’s important that we remember to put the consumer at the centre of our thinking. Read more at In-store services to help you interact with shoppers
