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What are In-Store Promotions?

Feb 27

What are In-Store Promotions and how do they work?

Billboards. Commercials. Online advertisements. This all helps create awareness for your brand. However, nothing can be as effective as engaging with the public directly. There is no middleman. There's no mixed messages. That's why the most prestigious brands are turning to an in-store promotions agency to sell their product.

What is an in-store promotional? With increasing shades of experiential marketing spreading across the market it's not surprising to find a lot of confusion.

Below , we'll address every question you have. What are promotions in stores? What are the in-store promotional jobs? What exactly does an in-store promotion agency do? We'll also explain the various kinds of promotions in the store and provide you with suggestions for in-store promotions to implement.

Let's get started.

What are promotions in-store?

It's an approach to market that is designed to attract people to a store to try an item. It can take numerous forms.

Slash prices. Free tasters for trial. Or stock a whole display with your product - all the way from top to bottom. To be an in-store promotion it is necessary to follow two simple rules:

  1. It should be in a retail location
  2. It is important to promote the brand

Most in-store promotions start with the manufacturer themselves. Although, on occasion stores will launch a new product with an in-store sale.

The aim is to create an interest in the product. This could be as simple as offering a free sample to encourage people to purchase or a coupon promotion to boost sales and make loyal customers.

It's also a fantastic opportunity to get people to switch brands. This can shift large amounts of inventory and result in extra revenues when sales may be declining. For example, displays of products can be placed prominently at the end of an aisle or close to cash registers to increase sales. They'll likely leave a lasting impression in your customers' minds.

In-store promotions that are all-encompassing can be a flexible and efficient sales tactic.

They not only increase sales, but they enable brands to control customer perceptions. But that relies on a savvy in-store promotion company and a charismatic, talented in-store promoters.

Promotions in-store


What's an in-store promoter?

An in-store promoter may be employed by the store. However, typically they're referred to stores by an agency for promotions in the store.

Their job is to showcase the brand's name to the customer.

Think of product display, demonstrations or free samples. In-store promotions will draw customers to the product and answer any queries.

All in-store promoters should know about the product, the brand, and the business. They'll discuss the positive experiences of customers who purchased the product. They'll also encourage them to buy one through announcing the discount available.

With capable in-store promoters, companies can control their narratives about their brands. They'll also be able attract customers away from other brands. That's particularly critical when dealing with a new launch of a product.

In simple terms, they're profiting off consumers' impulse buying. Most people don't plan their purchases. And they're generally willing to pay more for a deal or a better product.

The store's promoter explains the benefits of boosting sales overall.

What can a promotional company do?

In-store promotions companies provide a one-stop shop for everything promotional. No matter if the event is big and small they'll manage promotions from beginning to the end.

But what does that entail?

Then, they'll discuss the kind of promotional campaign you'd like. Do you just want display of your products? Or would you like to try a bolder strategy?

They'll then move onto planning. Which stores do you want to conduct the promotion in? Why those stores? Do you wish to link the store's promotions with other promotions in the area? Like, for example at conferences and expos.

These are critical questions to creating a successful promotion strategy.

The in-store promotions company will then begin to hire staff. All the in-store promoters must be interviewed and screened before being hired. They should undergo rigorous training to ensure they are familiar with and complement the brand. This is crucial to ensuring a unforgettable brand activation.

Finally, throughout the campaign, the promotional company will review the progress made. The ability to adapt the strategy for promotion can further enhance the results and, ultimately increase sales and draw more customers.

Types of promotions in-store

In-store promotions come in all shapes and sizes. There are many types of in-store promotions, from traditional discounts to product displays. Which is the best one for your brand?

Here are some examples:


They are the most obvious method to sell a product. They are available in a variety of varieties, such as discount percentages, discounted lump sum (e.g., ZAR 100 off) Buy one get one for free, and multi-buys. Free shipping is also classified as a type of discount. There's one clear advantage: it's an easy sell. Everyone likes a bargain and discounts is an effective method to get a person to consider testing your product.


Similar to a discount. However, they are more effective. For instance, in the study, a $50 coupon overcame a 15% discount. However percentage discounts usually do better in general. The trick is finding the sweet spot for price. It's all about making it seem like a bargain compared to the product's perceived value. For instance, a 40 percent deal could be equal to a discount of $10, but the former sounds a lot better.

Free tasters

Tend to work only for food and drinks products. It's probably the best way to introduce a new product, particularly around the holidays and major occasions. For instance, letting consumers try a fresh recipe of a chocolate Christmas cake will have them salivating. If it's delicious, you just know that it will be a huge hit out of the shops.

Demonstrations or Test Before You Buy

Are a fantastic method to display an item. They're free tastings of products that aren't consumable. Imagine a brand new kitchen appliance demonstrated in-store by a chef. Or headphones, in which you can hear the quality first. It's also a confident statement from a company - "our item is that great that you'll have to buy it after you've tried it".

Product displays

More subtle, but no less effective. This type of passive marketing relies on our mental understanding of the supermarket. Product displays placed on the end of aisles or in close proximity to cash registers boost customers' chances of picking the product. An attractive design is a simple method to increase sales with very little initial expense.

Are there any in-store promotions that you can think of?

You should now have some ideas for marketing your product. But to really stimulate your creativity, here are some of the most effective examples of in-store promotions:

Try a pop-up shop

Combine social media with a real-world experience. Pop-up shops are a great way to do this. That's exactly what Los Angeles-based jewellery store Angie and Chloe Jewelry created. They sold and advertised their jewelry in stores as well as cafes, events, and many more.

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

Go seasonal

T'is the season to be selling, whether it's the time of year is Christmas, Summer or any other holiday, adjusting your store promotions to a seasonal theme is a sure-fire method of attracting customers.

One example is the Christmas Blend. Food and drink companies such as Starbucks typically create a Christmas Blend. Then, you can market on the premises and sell at the highest margin.

It's a win-win!

Clever product placement

Subtly does not pay. Don't leave your top products languishing at the back of the store. Put them front and centre.

Here are a couple of tips for product displays:

  1. Place similar items together
  2. Place high-value products near the areas with the most pedestrian traffic.
  3. Make sure that the best-selling items are at eye level Otherwise, people 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 display displays of your products.

Attract influencers

Social media has a major influence on marketing. Alongside your talented in-store promoters make sure to invite a local celebrity or online influencer along. It's not just a way to draw attendees to your event, but it will also dramatically increase brand recognition.

Request them to write about the promotion in advance and continue to post throughout the promotion. This way, you can combine the digital and real-world for the complete promotional experience.