GETTING THE MESSAGE ACROSS

A successful in-store media campaign runs deeper than just what's out on the floor. Retailers want more communication between headquarters and stores in order to use in-store marketing tactics more effectively. They include signage on the shelf and on the floor, point-of-purchase displays, sampling, audio and video systems, and electronic loyalty programs, among others.Another goal is improved coordination.

A successful in-store media campaign runs deeper than just what's out on the floor. Retailers want more communication between headquarters and stores in order to use in-store marketing tactics more effectively. They include signage on the shelf and on the floor, point-of-purchase displays, sampling, audio and video systems, and electronic loyalty programs, among others.

Another goal is improved coordination. Sometimes, media can be orchestrated to present a unified message to shoppers

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