Over the years, the role of in-store marketing has evolved as a potent component in a consumer’s path to purchase. According to Nielson, 68% of buying decisions are unplanned and more than half the purchase choices are made in-store – not just with consumer packaged good (CPG), but furniture, fashion, electronics and consumer durables like fridges and stoves and even cars. Once the-path-to-purchase model used to be a straight-forward funnel which led to a purchase. Today’s path has become much more complex. Its more chaotic and confusing, as people are constantly exposed to a myriad of information from a variety of mediums.
With the explosion of mobile, social and digital influences, it’s imperative to use a blend of online and in-store offline strategies, through multiple touch points to drive consumers in-store. Once there, companies must effectively grab and keep shoppers’ attention.
No matter how much research or pre-shopping has already been done, once in the store, it’s important to realize that the consumer is now a shopper, and not yet a buyer. Here again they are bombarded with a slew of new information regarding prices, sizes, ingredients, pre-notions and a variety of competitor options, not to mention the ever present smart phone.
To transform a shopper to a buyer, it is acutely crucial to generate integrated in-store experiences that are creative, re-enforce brand appeal, differentiate your brand and fight hard to deliver sales.
Every touchpoint of the shopper journey should be informative and engaging. Keeping it simple and direct. Most shoppers are on a mission and want to make a purchase with minimum hassle and feel good about the experience. By understanding your consumer and knowing how to appeal to them throughout their path-to-purchase, the chances of transforming a shopper to buyer becomes more achievable.