The in-store promotional strategies adopted by the companies like Wal-Mart, Tesco and P&G to influence customer faithfulness on company’s brands due to monetary benefits and strong relationship. Customers also have negative viewpoint regarding in-store marketing because of its potential impact on future shopping intention in the case of improper digital display of product’s information (Wal-Mart Impact of Mission). Along with this, price discount and coupons always do not encourage customers for products trial due to short-term benefits that also shows negative attitude towards in-store promotions. It is because some customers want a value from product they purchase instead of considering their price or discounts on them (swot analysis of Walmart assignment). The income class, social group are some of the factors, which determine the perception of customers for the organizational products in terms of quality, value and price. Additionally, they also state that sometimes, in-store marketing tactics result in an immediate exit of a customer from the store due to inconvenience with digital display.
On the other side, Positive perception and attitude of customers for in-store marketing of retailers. They also find that according to most of the customers, the use of in-store audio advertisements by the retailers is helpful to listen about price discounts, free offers as well as important features of products, which helps them in product selection and making purchasing decisions (WalMart Environmental Scan Case Study Assignment Help). That customer see in-store promotional activities as useful tool which not only provides detail information of products, but also provides number of monetary benefits. Additionally, they also state that various in-store promotional strategies and new shopping solutions also help customers to make right purchase decisions in the retail stores on the basis of detail information of products and discount offers. But at the same time, social risk factors has a negative influence over the customers for buying a particular product or service through getting inspired from the in-store promotions.
In-store or POP display help to activate memory recall, promote sales items, effectively introduce new products as well as educate consumers about products. According to their findings, most of the customers consider in-store promotions as an effective way that helps them to define their own shopping path on a daily basis and ensure product availability in the store (Evaluation of Wal-Mart for Employment Business). In the research, the consumer’s state of mind regarding the role of in-store promotional strategies in improving convenience, customer service and individual shopping experiences is also determined.