"Shopper Marketing"

Posted on October 31, 2007 | Permalink

By Lane Casteix

New term but not a new idea. It is however an idea that is underutilized. Seventy percent of purchase decisions are made in the store, at least that is what conventional wisdom says. But only 6% of advertising budgets are allocated to in-store marketing. We have a disconnect!

The problem is there aren't many advertising mediums for use in stores. Oh, we do have shelf talkers, banners, and floor graphics, but is there more that can be done to be more effective promoting your products at the point of sale? This article suggests there might be, at least we ought to be looking for ways to better take advantage of that 70% in-store-decision number.

NOTE: See my post on this 70% number below.