In-store advertising and the customer journey

May 15, 2023

In-store advertising is an effective marketing strategy that has been used by retailers for many years. It involves the use of advertising materials such as posters, signage, digital displays, and other forms of visual media to promote products and services within a retail environment. When done correctly, in-store advertising can significantly impact the customer journey, from awareness to purchase and beyond, ultimately leading to increased sales and improved customer experience.

Awareness Stage

At the awareness stage, in-store advertising can be used to capture the attention of potential customers and draw them into the store. Eye-catching displays, promotions, and signage can be used to pique the interest of customers and entice them to enter the store. For instance, a brightly coloured display of a new product or a promotional offer can help to create interest and awareness.

Consideration Stage

Once a customer is in the store, in-store advertising can be used to guide their purchasing decisions. For instance, point-of-sale displays can be used to encourage impulse purchases or highlight the features and benefits of a particular product. Furthermore, well-placed signage and displays can help to educate customers on product features, pricing, and availability, making it easier for them to make informed purchasing decisions.

Purchase Stage

At the purchase stage, in-store advertising can be used to encourage customers to make a purchase. For example, the use of limited-time promotions, discounts, and other special offers can help to create a sense of urgency and encourage customers to make a purchase. Furthermore, in-store advertising can be used to highlight the benefits of a particular product or service, creating a sense of value and encouraging customers to make a purchase.

Post-Purchase Stage

In-store advertising can also be used to enhance the post-purchase experience. For example, by placing advertisements for related products or services near the checkout, retailers can encourage customers to make additional purchases. In addition, in-store advertising can be used to promote customer loyalty programs, encouraging customers to return to the store and make future purchases.

Get in touch with the Smart Media team to learn more about how in-store advertising can help your brand stand out.