Warc Briefing: In-store Marketing

Definition: In-store marketing comprises any commercial messaging that occurs in a retail location.

Quick facts

  • The typical shopper's eye is only still for 200-300 milliseconds at a time as they walk around a storei.
  • People spend an average of just three to seven seconds when choosing whether to stick with their usual brand or go for a rival productii.
  • Six in ten in-store purchases can be classified as impulse buysiii.

History and future outlook

In-store marketing in a rather simpler form has been with us for millenniaiv, if only in the form of the traditional salesman's patter. After all, merchants have always been looking for ways of maximising their own sales in a competitive marketplace.