In-store advertising has long been recognized as a powerful tool for retailers to influence the shopping behaviour of customers. However, with the rise of online shopping, some people may question whether in-store advertising is still relevant. The truth is, in-store advertising is more important than ever, especially when it comes to enhancing the shopper experience. In this article, we will explore the ways in which point of purchase advertising and advertising solutions that are stock keeping units (SKUs) at dispensary and over the counter areas can enhance the shopper experience.
At the point of sale
Point of purchase advertising is a type of in-store advertising that is designed to capture the attention of shoppers at the moment they are making a purchase decision. These types of ads are typically placed near the checkout counter or other high-traffic areas within the store. They can take the form of posters, banners, or even digital screens that display targeted messaging to shoppers.
One of the biggest advantages of point of purchase advertising is that it can influence impulse purchases. When a shopper is standing in line at the checkout counter, they may see an ad for a product they hadn’t previously considered. If the ad is well-designed and persuasive, the shopper may decide to add the product to their cart on a whim. This is why point of purchase advertising is often used to promote products that have a lower price point or are more likely to be purchased on impulse.
However, point of purchase advertising can also be used to promote higher-priced items that require more consideration before purchase. For example, a shopper may see an ad for a new smartphone while waiting in line at the electronics store. Even though they weren’t planning to purchase a new phone that day, the ad may plant the idea in their head and make them more likely to come back later and make the purchase.
Stock Keeping Units
Another way that in-store advertising can enhance the shopper experience is through the use of advertising solutions that are stock keeping units (SKUs) at dispensary and over the counter areas. These are essentially displays or shelves that are designed to showcase a specific product or group of products. They are often used in areas where customers are likely to be looking for a particular item, such as the pharmacy or the beauty section of a store.
Create a sense of urgency
SKUs are a powerful tool for retailers because they can be used to highlight specific products and create a sense of urgency or scarcity. For example, a display of limited edition makeup products may catch the eye of a shopper who is looking for a special gift for a friend. The fact that the products are only available for a limited time may make the shopper more likely to make a purchase on the spot.
Cross-sell & Upsell
SKUs can also be used to cross-sell or upsell products. For example, a display of travel-sized toiletries near the pharmacy may prompt a customer to purchase a product they wouldn’t have considered otherwise. Similarly, a display of complementary products near the electronics section may encourage customers to purchase additional accessories or upgrades for their devices.
Consumer Education
Finally, in-store advertising can enhance the shopper experience by providing helpful information and education. For example, a display of vitamins and supplements may include information about the benefits of each product, as well as dosage recommendations and potential side effects. This can help shoppers make more informed decisions about which products to purchase and how to use them safely and effectively.
In conclusion, in-store advertising is a powerful tool for retailers to enhance the shopper experience. Point of purchase advertising and advertising solutions that are SKUs at dispensary and over the counter areas can influence purchasing decisions, create a sense of urgency, and provide helpful information to shoppers. As more and more retailers move toward omnichannel shopping experiences that combine online and in-store interactions, it is likely that in-store advertising will become even more important in the years to come.
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