In order to take a product under the consideration of customers, many organizations select in-store promotion as a mean for selling the products directly. Through this way, the organizations target their consumers effectively (Sales Promotion Assignment Help). According to Moe, in-store promotion is a common form of products promotion that actually takes place when organizations target their potential customers with the help of their wholesalers, and retailers to bring the products in existence significantly.
In the same word of Moe, Ailawadi et al. (https://www.assignmenthelpexperts.com/marketing-and-promotion-process-model-assignment-help/) says that in-store activities are that promotional techniques in which organizations directly offers their products to customers for feeling and testing the entire characteristics of the products in the presence of other competitors’ products. With the help of this, the organizations make their reputation in the mind of customers in the context of quality and cost.
According to Burke, in-store promotion is an effective way for the organizations to present the specification of the products in the references of other similar products in the market. Ailawadi also supports the views of Burke and describes that any kind of promotional technique requires huge attentions of the promotional management of the organizations towards the products at that time, when they are in front of their customers. This type of promotion also takes the huge time and the cost of the organizations and it could not be able to get the proper attentions of customers towards the products because the organizations could not show the advantages of their products against other products in the market.
This statement is opposed by Inman et al. (Advertising and Sales Promotion Assignment Help) by stating that in-store promotions could hold the customers only in that condition, when the other available products of the markets are presented in same range of cost and quality. In the case of any change, as like cost or quality in existing products or new products, the organization could not be able to retain its effectiveness.
On the other hand, Lemon & Nowlis depict that in-store promotion is a technique by that the customers could be able to match their needs and desires with offerings of the products. If, the products match with the desires of the customers then this situation makes a positive reputation of the products in customers’ perceptions. Therefore, it would help the organizations to hold their customers with their products. For example, in-store promotions during pre-Christmas in 2011 caused an increase in the retail sales volume in UK by 0.9%, which shows the significance of in-store promotions to attract the customers for buying more (https://www.assignmenthelpexperts.com/marketing-assignment-help-social-media-promotion-mix/).