The Product Marketing Mix
In-store advertising keeps your customers shopping once they're inside the front door. To this end, you must develop a strategy where well-designed signage can best display your merchandise. High-traffic areas, point-of-purchase locations, entrances and fitting rooms should be key starting points. Place sale prices in clear view and encourage additional, associated purchases or "impulse" buying. ; Display ads for new products will spark interest, and the customer can look, touch or smell the item.
Display placement should be your first consideration. Position your products in an interesting manner or with an original setting. Keep these points in mind, too:
- Be creative. A unique display will catch the customer's eye.
- Make sure the display or advertisement is well lit and attractive. Choose harmonious color schemes and clean design elements.
- Allow hands-on activities to tempt the consumer. Clothing stores encourage trying on merchandise; supermarkets provide food samples; and electronic stores demonstrate product capabilities.
- Display layouts should feature related items in close proximity. For instance, batteries should be near automated toys. Jewelry and accessory displays and stock should flow in a traffic pattern around the clothing department not at the opposite sides of the store.
- Holidays and events create excellent theme opportunities. In addition to the huge possibilities during major holiday seasons (e.g. Christmas, Thanksgiving, Halloween), back-to-school, Mother's Day, spring break, etc. can frame new trends or products.
- Customer immersion into the shopping experience includes all five senses. Displays and advertising play on sight and touch, but what about smell, taste and sound? Music can lift the spirits, while aromas draw hungry customers to the gourmet department. If you sell food, feature samples on a daily basis. If your stock doesn't include edibles, offering free coffee is a low-cost courtesy that smells wonderful, refreshes and promotes positive impressions. The results? More sales and repeat business.