In-Store Marketing

In-Store Marketing

In-Store Marketing Jonathan Poland

In-store marketing refers to the use of physical retail locations, such as stores and showrooms, as a platform for marketing activities that go beyond distribution and sales. This can include a range of tactics such as product demonstrations, in-store events, experiential marketing, and point-of-sale displays. In-store marketing can be an effective way for businesses to engage with customers in a physical space and create a memorable brand experience. It can help to drive foot traffic, increase sales, and build brand loyalty.

To be effective, in-store marketing efforts should be carefully planned and executed, taking into account the specific needs and preferences of the target audience. It is important to consider the layout and design of the store, as well as the types of marketing activities that are most likely to engage and convert customers. Overall, in-store marketing is a powerful tool for driving sales and building brand awareness. By leveraging the physical locations of retail stores and showrooms, businesses can create immersive and engaging brand experiences that drive customer loyalty and support long-term growth. The following are common types of in-store marketing.

Public Relations
Using showrooms and flagship retail locations to develop relationships with the media and stakeholders such as investors, partners, employees and regulators.

Bricks & Clicks
Using a physical location to drive sales. For example, an app that allows customers to seamlessly integrate the in-store and online experience by adding things to an cart in the store.

Customer Service
Using stores as a customer service point that some customers may find more convenient than a phone number or self-service tool. For example, using stores to process returns.

Customer Advocates
Using knowledge acquired from customer interactions to drive change to your brand, products and services.

Market Research
Using stores to understand customer needs, preferences, expectations and behavior. For example, taste tests that are designed to improve new products.

Customer Experience
In-store experiences are a fundamental part of the customer journey that are an opportunity to establish a rich brand identity and culture. For example, a coffee shop with interesting and professional baristas as opposed to a mysterious process whereby coffee pops out.

Customer Relationships
Developing customer relationships such as staff who know customers by name or in-store promotion of a loyalty program.

Price Promotion
In-store coupons, sales and related communications such as signs.

Using in-store events, displays, samples, demonstrations, workshops, activities, display windows and interactive environments to communicate marketing messages and achieve objectives such as brand awareness and sales targets.

Product Launch
Using in-store promotions to generate demand and brand awareness for new products.

Learn More
What is a thought experiment? Jonathan Poland

What is a thought experiment?

A thought experiment is a mental exercise that involves exploring the implications or consequences of a hypothetical idea, story, or…

Loss Leader Jonathan Poland

Loss Leader

A loss leader is a product or service that is sold at a price below its cost in order to…

Turnaround Management Jonathan Poland

Turnaround Management

Turnaround management is a specialized form of management that involves developing and implementing strategies and plans to rescue an organization…

Post Sales Jonathan Poland

Post Sales

After a sale is made, post-sales processes kick in to fulfill the customer’s expectations and strengthen the relationship. This can…

Veblen Goods Jonathan Poland

Veblen Goods

Veblen goods are a type of consumer good that is perceived as being more valuable or desirable because of its…

Joint Ventures Jonathan Poland

Joint Ventures

A joint venture is a business venture or partnership between two or more parties. It is a collaborative effort in…

Customer Analysis Jonathan Poland

Customer Analysis

Customer analysis involves systematically examining and understanding the characteristics, needs, motivations, and decision-making processes of a target market. This process…

Technology Factors Jonathan Poland

Technology Factors

Technology factors are any external changes related to technology that may affect an organization’s strategy. Identifying and analyzing technology factors…

Consumer Goods Jonathan Poland

Consumer Goods

Consumer goods are goods that are produced and purchased for personal or household use. These goods are typically consumed or…

Content Database

Unknown Risk Jonathan Poland

Unknown Risk

An unknown risk is a potential loss that is not recognized or identified. In the context of risk management, unknown…

What Is Management? Jonathan Poland

What Is Management?

Management is the process of overseeing and coordinating the activities of an organization in order to achieve its goals. This…

Eye Contact as a Skill Jonathan Poland

Eye Contact as a Skill

Eye contact is a fundamental component of communication and a crucial social signal in human interactions. This is why it…

Cost of Capital Jonathan Poland

Cost of Capital

The cost of capital is the required rate of return that a company must earn on its investments in order…

Professional Skills Jonathan Poland

Professional Skills

Professional skills are a combination of talents, abilities, knowledge, and character traits that are necessary for a person to be…

Economic Relations Jonathan Poland

Economic Relations

Economic relations between nations refer to the economic interactions that occur between them. These interactions can include the exchange of…

Pricing Power Jonathan Poland

Pricing Power

Pricing power refers to a company’s ability to increase prices without significantly impacting demand for their products or services. This…

Bankability Jonathan Poland


Bankability is a term used to describe the ability of a project or venture to secure financing from a lender…

Schedule Risk Jonathan Poland

Schedule Risk

Schedule risk refers to the risk that a strategy, project, or task will take longer than expected to complete. A…