In-store marketing is starting to embrace technology to help reach consumers. Booz& Co. partners Matthew Egol and Christopher Vollmer discuss the direction of in-store marketing with their in depth report. It’s a no brainer for brands to use in-store marketing, as shopping is something everyone has to do. The dynamics in which in-store marketing is used, may be changing.
Egol and Vollmar discuss the various digital ways brands are marketing to consumers. In the report they write:
“They are moving beyond traditional vehicles such as cardboard displays, printed ads, coupons at checkout, and video screens that run the same ad throughout the store. Video ads in stores are more targeted than they have ever been. They are powered by networks that offer programming aimed at particular shoppers, on the basis of where they are standÂing in the store, the promotions on nearby displays, and the time of day. “
CPG brands will be able to utilize both the traditional in-store marketing simultaneously taking advantage of new digital forms. This rare crossover time gives established brands leverage to try several methods of in-store marketing. In the end, brands can choose which means are most effective without giving up the tried and true right away.
