in-store promotion helps the organization in the form of marketing strategy that is useful for attracting the customers into the retail stores to show the products, which are the also a part of in-store promotion. This type of promotional strategy is generally profitable for the manufacturers because through this they could get the attentions of the customers at the point of sales. In the context of manufacturers, in-store promotions facilitate to introduce purely new product to customers and create some barriers and increases switching costs of the customers, which has positive influence among them for the organizational products and services (Advertising and Sales Promotion Assignment Help). At the same time, it also helps to make buzz among all potential manufacturers.
In the similar word, Uhlein & Claussen determine that in-store promotion helps the organizations to increase the customer flow inside the retail shops because it includes attractive colour, pictures along with small slogans that describe the nature of organizations’ offers. Hence, it facilitates the organizations to cut the cost of marketing that could help to offer cheaper products to the customers.
The other researchers Krafft & Mantrala (Role and Importance of In-store Promotions) present the role and importance of the in-store promotional techniques in different ways. They state that in-store is a significant way that is useful for the manufacturers to know about the real reputation of the products in the consideration of customers with the help of customers’ traffic in the retail stores. Through this promotional technique, the organization could know the life of its existing products. In UK, large retail companies such as ASDA, Tesco etc are using themes for customers with in-store promotions. Different themes are used by the organizations to increase the customers as these themes are significant to increase their attention towards organizational products and consequently sales of the firm.
Zondag integrates the views of Krafft & Mantrala and describes that if any product is not attracting the interest of customers then its means that there is a need of changes in the products’ offering. Through this, the organizations could know the desires of their existing customers at a time otherwise, other promotional methods would cause the negative reaction of customers towards the products. Hence, the customers could move on other products that will make a reduction in the number of customers.
On the other hand, Heilan et.al (Tips for a Successful Sales Promotion Strategy) supports the outcomes of above statement and states that in-store promotion includes display to give the information about the changes in the products that would also get the attention of the existing and new customers towards the modify products. Hence, with the help of this, the organization could stop the customers by brand switching activities to retain their customers.
The researchers Jin & Suh oppose the views of above researchers and say that in-store promotion is also effective for the organization but only for short-term because through it the organization could present the image and characteristics of its new products in the form of sample before the production activities to know customers’ perception about the offers. By this, the organizations could get the information related to the lack in the product offering. As a result, the organization could be able to offer that products, which could be able to satisfy the needs of customers (Marketing Advertising Plan Assignment Help). Simultaneously, the organizations could ensure customer retention in positive ways.