Glossary A–ZLetter I
In-store marketing
In-store marketing covers all activities through which a shop or a manufacturer addresses customers inside the sales premises.
These include product placement, displays, tastings, announcements and screens. The aim is to influence purchasing decisions in the shop.
Screens take on various tasks here: orientation at the entrance, product information at the shelf, offers at the fresh food counter, payment information at the checkout. If the screen space is sold to manufacturers, this is called in-store retail media. The shop often divides the sales floor into zones for this, each showing different content.
Operators should not overload in-store screens with advertising; customers also expect orientation and information there. Anyone renting out screen space to manufacturers should set a maximum amount of advertising per zone. Screen content and goods must match: an advertised offer that is missing from the shelf annoys people. The same rules on price indications and health advertising apply in the shop as anywhere else.