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What are In-Store Promotions?

Mar 1

What are in-store promotions and how do they work?

Billboards. Commercials. Online ads. All of this works to create awareness for your brand. However, nothing is as effective as engaging with the public directly. No middle-man. No dual messaging. This is why even the largest brands are looking to an in-store promotion agency to market their product.

But what even is an in-store promotion? With increasing shades of experiential marketing sweeping across the industry, there's understandably a lot of confusion.

Below , we'll address every question you have. What are promotions in stores? What are the jobs in-store promotions? What can an in-store promotions agency do? We'll go over the different types of in-store promotions and offer suggestions for in-store promotions to implement.

Let's get started.

What are in-store promotions?

In a nutshell - it's an approach to market that is intended to get people into a store to try a product. It could take many shapes.

Slash prices. Trials are free. You can also fill a shelf of your product from all the way from top to bottom. For an in-store promotional campaign to be considered, you need only follow two rules that are simple:

  1. It should be in a retail environment
  2. It must advertise a brand

Most in-store promotions start with the manufacturer. However, occasionally stores might announce a new item with an in-store sale.

The objective is to increase an interest in the product. It could be offering a free sample to encourage people to purchase or a special promotion to boost sales and build a loyal customer base.

It's also a fantastic opportunity to convince people to brand switch. It can also shift huge amounts of inventory and result in additional revenues even when sales could be falling. For instance, product displays are able to be prominently displayed towards the end of the aisle or close to cash registers in order to increase sales. They'll likely make a lasting impression on the minds of your customers.

In-store promotions that are all-encompassing are an effective and versatile marketing strategy.

Not only can they increase sales, but they also allow brands to influence the perceptions of customers. But that relies on a capable in-store promotions company as well as talented, charismatic store promoters.

In-Store Promotions


What is an in-store advertiser?

In-store promotions can work for the store itself. However, typically, they're sent to a store by an agency for promotions in the store.

Their role is to present the brand to the customers.

Think of product displays, demonstrations, or even free tastings. The store promoter can draw people to buy the brand and answer any concerns.

Every in-store salesperson should be well-versed in the brand, the product and the company. They'll discuss what a customer liked about the product. And they'll encourage them to buy one by explaining the offer available.

With the help of competent in-store marketers, companies can control their brand narrative. In addition, the company will be able draw customers away from competing brands. This is particularly important when it comes to a new product launch.

In short, they're taking advantage of customers' impulsive buying. Most people don't plan their purchases. They're also generally open to a better deal or a better product.

It's the store's salesperson who explains the benefits in boosting sales overall.

What can a promotional firm do?

In-store promotions companies can be your one-stop source for all things promotional. No matter if the event is big or not, these companies will organize a promotion from start to end.

But what exactly does it mean?

Well, first they'll discuss the type of promotion you want. Do you solely want a product display? Or would you like to try a bolder strategy?

After that, they'll go onto the planning. What stores do you wish to conduct the promotion in? Why do you want to run the promotion in those stores? Do you have a desire to connect an in-store promotion with other promotions elsewhere? For instance during conferences or expos.

These are crucial questions to creating a successful promotional strategy.

The company that promotes in-store will then begin to hire staff. All the in-store promoters are required to be interviewed and scrutinized before they are hired. They must then go through rigorous training to ensure they understand and complement the brand. This is key to lasting brand activation.

In the course of the promotion the company that has the promotion will review progress. Making adjustments to the promotional plan can further enhance the results - and ultimately increase sales and attract more customers.

Types of in-store promotional items

In-store promotions are available in a variety of shapes and sizes. There are many types of in-store promotions, from classic discounts to product displays. Which is the best one for your company?

Here are a few examples:


Are the most obvious way to promote a product. They can be found in various varieties, such as discount percentages, bulk discount (e.g., ZAR 100 off) Buy one, get one for free, and multi-buys. Even free shipping can be described as a discount. There's a clear benefit: it's an easy sell. Everyone likes a bargain, and a discount is a great way to entice a buyer into trying your product.


Similar to a discount. However, they are more effective. In an experiment, a $50 coupon overcame a 15% discount. However, percentage discounts tend to outperform the other promotions in general. The trick is finding the sweet spot in price. It's about creating it to seem like a bargain compared to the perceived value of the product. For instance, a 40% deal might be equivalent to $10 off - but the latter sounds better.

Tasters for free

It is best to focus on food and drinks products. This is probably the best method to introduce a new product particularly during the holidays and major occasions. For instance, letting consumers try a fresh recipe of a chocolate Christmas cake is sure to make them salivate. If it's delicious, you just know it's going to fly from the stores.

Demonstrations or Try Before You Buy

Are a fantastic way to showcase the product. They're the free tasters of non-consumable items. Imagine a new kitchen gadget demonstrated in-store by a chef. Or headphones, in which you feel the quality first. It's also a confident statement from a company - "our product is so great that you'll want to purchase it after you've tried it".

Product displays

Are more subtle but no less efficient. This kind of passive marketing is based on our mental understanding of the supermarket. Displays of merchandise placed at the aisles at the end or in close proximity to cash registers boost the likelihood of a buyer picking the item. A stylish layout is an easy method to increase sales with minimal upfront expenses.

Which are the best store-based promotional examples?

You should now have some ideas for promoting your product. However, to spark your imagination Here are some of the best examples of store promotions:

Try a pop-up shop

Combine social media and a real-world experience. Pop-up shops are a great way to do this. This is exactly what Los Angeles-based jewellery store Angie as well as Chloe Jewelry did. They sold and marketed their jewellery in shops as well as cafes, events, and many more.

The result: more exposure, more turnover, plus more potential customers. It worked!

Go seasonal

This is the season to be selling - regardless of Christmas, Summer, or another holiday, customizing your in-store promotions to a theme for the season is a sure-fire method of attracting customers.

A good example is the Christmas blend. Food and drink companies such as Starbucks frequently create a holiday Blend. Then, you can market in-store and sell it at an extremely high profit.

It's a win-win!

A clever way to position products

Subtly doesn't pay. Don't let your best products languishing at the side of the store. Make them the center of attention.

Here are a couple of suggestions for displaying products:

  1. Group similar items together
  2. Put high-value goods near areas that receive the highest pedestrian traffic.
  3. Keep best-sellers at eye level otherwise, they will walk-by without noticing
  4. High demand, low cost products should be placed near the cash registers

These simple tips will help you make the most of your product displays.

Attract influencers

Social media has a major influence on marketing. Alongside your skilled store promoters, invite a local celebrity or an online influencer to join. Not only will it attract people to the event, but it will also dramatically increase brand recognition.

Invite them to blog on the subject in advance, and keep posting throughout the campaign. That way, you combine the real and digital worlds for the complete promotional experience.