The Importance of In-Store Advertising

Many retail business owners underestimate the importance of in-store advertising. They are stuck in the mentality that marketing is no longer necessary once a customer walks in the door. The truth, however, is that in-store advertising and marketing is essential to every retail business. If you store depends on revenue generated from customer purchases, then you need to encourage people to buy your products, and there's no better way to do so than with in-store advertising.

Generally speaking, visitors walking into a retail store fall into one of two different categories - people who are in search of a specific product, and people who are simply there to browse. If a person enters your retail store dead-set on buying a specific item or product, then you really don't need to do anything extra to convert them into a paying a customer. On the other hand, people entering your store simply with the purpose of browsing around to see what you offer may need some encouragement to make a purchase. This is a case where in-store advertising is necessary to increase your store's sales and overall revenue.

Types of In-Store Advertising

One of the most commonly used forms of in-store advertising are gondola shelving signs. As the name suggests, these are signs which are attached directly to a gondola. People walking down the isles of your store will notice these signs, and hopefully it will encourage them to make a sale. The key thing to remember when using gondola signs is to place them next to their respective product. I know this sounds like common sense, but you would be surprised at how many owners place their signs far away from the advertised product.

Another form of in-store advertising includes free-standing signs. You can purchase metal frames that are designed to stand freely without the use of gondolas or other fixtures. Just attach a sign directly in the center of it, and then you can stand the advert up anywhere you desire. Some owners prefer to use free-standing signs around the checkout lines to naturally draw the attention of customers as they are waiting to pay.

No matter what form of in-store advertising you intend on using, it's important to frequently change it out with new signs and products. Studies have shown that customers grow immune to seeing the same sign or advert over and over; therefore, it will lose its effectiveness. Allow your signs to run for a week or so and then swap them out for new ones.