Does in-store advertising work?

So, what is in-store advertising and how can it benefit a business? In this blog, we explain what you need to know about this advertising tactic, how you can use it to your advantage, and most importantly of all, we ask if it actually works.

What is in-store advertising?

In-store advertising refers to a type of marketing that promotes products or services inside a commercial property or brick-and-mortar store. The idea is to actively promote these products or services at the point of sale when customers are already inside the store - with a focus on using on-property messaging to increase engagement and, in turn, sales. 

This type of advertising can take many different forms, such as posters, A-boards, interactive kiosks, digital signage, wayfinding signage, window displays, floor graphics, live product demonstrations and overhead messaging.

What are the benefits of in-store advertising?

In-store advertising can influence the decisions your customers make, and it can play a huge role in persuading them to make purchases. Here, we take a look at the benefits of this type of advertising and how it can positively impact the in-store activity at your brick-and-mortar store.

Improves brand awareness

One of the key advantages of in-store advertising is that it improves brand awareness. This refers to the level of familiarity your customers have with a certain brand, whether this is your own or that of another brand you stock within your store. Using advertising inside your store provides you with an easy, effective way to make a brand stand out to consumers so that they take an interest and ultimately make a purchase. 

There are many in-store advertising tactics that can help to raise brand awareness. For example, overhead advertising speaks directly to shoppers, giving you an impactful way to relay information to your customers.

Manual remarketing (triggers recall)

It’s not unusual for customers to sometimes forget about a product they have purchased in the past, even if they particularly liked it. In-store advertising that displays products, such as on a poster or banner, can trigger a recall for a customer, making them reflect on the positive experience they once had with that product. In turn, this can encourage the customer to repurchase this product again.

Boosts product launches

One of the most effective ways to utilise in-store advertising is to use it for the introduction of new products. The truth is, new products that are unfamiliar to your customers may not get the attention you’d ideally like or expect. However, using creative in-store advertising techniques has the ability to attract your customers toward these products, giving you a way to explain their benefits and features and ultimately persuade your customers to purchase them.

Encourages impulse purchases

While an advert on TV, social media, or even in a newspaper or magazine may coax people into your shop, advertising in-store gives you the opportunity to encourage your customers to make on-the-spot impulse purchases. This is when a customer makes a sudden purchase of a product that they had no pre-intention of buying before entering the store.

To boost impulse purchasing, you can use in-store advertising tactics such as displaying promotional offers and discounts. In-store advertising also gives you the opportunity to highlight cross-sells or related products, motivating your customers to spend more.

Is in-store advertising effective?

There’s no denying that in-store advertising is highly effective. This way of advertising can provide immediate results since customers are already in your store expecting to make a purchase. This makes in-store advertising a great way for businesses to drive sales and see a return on investment quickly.

In-store advertising can also be effective in improving customer experience. Advertising in this way gives you the opportunity to provide shoppers with helpful information, such as product details, recommendations, and promotions. By using in-store advertising to provide a more engaging and improved shopping experience, businesses can successfully increase customer loyalty and repeat business.

How can Antalis help?

At Antalis, we offer a wide range of large format media for in-store advertising purposes. Our high quality media is ideal for retail environments, offering an easy, clear way to get promotional messages across to those who matter the most - your customers.

We are committed to providing visual communication that will positively impact the shopper’s perception of your brand. We also appreciate that sustainability plays an important role in retail, and that's why we offer sustainable solutions depending on the application. We offer materials that provide a high level of performance while having a reduced impact on the environment. As part of our mission to be more eco-responsible, we use paper-based boards which boast as much strength as plastic sheeting, as well as recycled textiles made from plastic bottles. Our innovative products ensure high print quality every time, all the while respecting the environment.