Retail marketing: solutions for in-store brand promotion

Whether launching a new FMCG brand or rejuvenating an existing one, in-store promotion is essential for grabbing a consumer’s interest, ahead of the clutter and many other brands in-store, all competing for the same attention. 

“In a typical Hyper-store, which can have as many as 5000 SKUs, any differentiation in-store helps the consumers notice the brand,” says Riaan Labuschagne, MD of Zapop, a specialist in-store marketing company in South Africa.

However, FMCG brands should not rely on one media solution alone to differentiate their products in-store; they should ideally use a complimentary mix of applications, such as media leading up to the shelves (frequency) and in the aisles themselves (more permanent exposure), to fully grab a consumer’s attention and to ensure that shoppers actually place the product being promoted in their baskets and trolleys.

Digital media platforms, print media solutions and promotional stands are applications that marketers can use to compliment their in-store marketing activities and to make their brands stand out against the clutter.

Click here for a brief look at the types of solutions currently available and how they can add value to in-store brand promotion.

The field of in-store brand promotion is wide and marketers have a broad range of in-store brand promotion solutions available to them, thanks to industry innovation and advances in technology.