In store communication goes by its own rules, somehow different to other media. Simply said, shoppers are in a retail environment mainly to shop what they need, they do not pay attention and do not notice what is going on beyond their mission. Impactful in-store communication disrupts the shopper, switching of the 'autopilot' mode they are in. The call to action message highlights purchase triggers or overcomes potential purchase or consumption barriers.
The key behaviors, most frequently observed while shopping for a vast majority of fast moving consumer goods. Understand them to get a competitive advantage in creating impactful communication in store.
Impactful communication in store is build around a call to action. It provokes an immediate desire to buy and it is build to address purchase triggers or barriers.
The shoppers chooses or not to buy a product in front of shelves, and impactful communication could make the difference. Shoppers attention and purchase decision could be influenced by simple tactics, easy to implement in store. We have compiled a list of the most important guidelines for impactful in store communication.
The guide is easy to adapt to any category or product segment, and ready to be used in your daily job.
Bonus: Guideline for shopper interviews focused on purchase triggers and barriers.
Brand & trade marketing specialists
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