Webtalk series "retail salsa" • 01.09.2022

In-store marketing measures: the variety of recipes is a challenge, too

With the right seasoning, you can inspire customers and increase sales

Three men at a webtalk; copyright: beta-web GmbH
Source: beta-web GmbH

In-store marketing measures are versatile and effective ingredients; from audio and scent marketing to visual merchandising and store design, the possibilities for adding a pinch of salt to the shopping experience are almost endless.

Our "retail salsa" on in-store marketing – the salt in the soup of sales promotion – on 31.08. was about how retailers can positively influence the shopping experience of their clientele. As recipe experts, Paul Weitzel, Global Marketing Director at apg solutions, and Yvo Schirmer, CEO of Storemoods, advised the audience.

Our guest speakers were able to convey very vividly that there are about as many ways to use the measures wrong as there are to use them right. As much as in-store marketing can inspire customers and increase sales, it can actually cause damage if the measure misses the mark.

So one of the most important lessons that both speakers shared was: take a good look at the concept and your goals, and test the impact of the measures before deploying them widely.

Hitting the right note and taste

A man with headphones and microphone at a webtalk
Yvo Schirmer, CEO, Storemoods
Source: beta-web

Yvo Schirmer demonstrated the effects of sound marketing using a supermarket study. Pure commercials were significantly less profitable than informative content that resonated with customers. An audio recording such as "Hey, it's warm outside today, don't you feel like an ice cream? You'll find it in our freezer at the checkout. Enjoy!" for example, was more convincing to customers on average than pure product advertising.

Paul Weitzel presented another successful example: To sell packaged Starbucks coffee in the discount chain Target, they relied on personalized product recommendations by a barista and the corresponding attractive signage in the stores.

A man with headphones and microphone at a webtalk infront of a blue background...
Paul Weitzel, Global Marketing Director, apg solutions
Source: beta-web GmbH

Recipe ideas and cooking tips for tasty in-store marketing

Paul spoke not only about successful examples, but also campaigns that went wrong, from which something could be learned. One of his recommendations was: “It’s critical ‘to think omnichannel’ as a brand. Doing a stand-alone instore program is likely not to generate the return on investment that a brand or a retailer would want.” Paul advocated combining an in-store marketing campaign with a digital strategy that reaches consumers outside the store. “For consumers it’s all about creating those mental cues so they may see or hear something before entering a retail location and the instore activation serves as a visual cue to remind them of what they heard or saw previously.”

Yvo followed up with more tips on how to successfully implement digital signage and digital interaction in-store: “It’s very helpful to educate people in a playful way.” And the combination of visual and audio stimuli with entertaining interactive elements can bring tangible success, he says.


You have more questions? Got a taste for more insights? Then take another look at this salsa on in-store marketing in our on-demand offer.

You can also find all previous webtalks as a spicy on-demand experience at retail-salsa.de. And who knows, maybe there's something tasty for you in the upcoming topics. Bon appétit and good luck!

Author: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: For you: Retail marketing calendar 2024
08.01.2024   #marketing #sales promotion

For you: Retail marketing calendar 2024

You can use these phases and days for yourself and your business in the upcoming year

Birthdays, holidays, holidays ... We record all these days in calendars every year to plan our personal daily lives. But the financial year can also be planned. This can be particularly important for retailers. You can plan ...

Thumbnail-Photo: Turning customers into friends - heres how it works...
24.01.2024   #marketing #online marketing

Turning customers into friends - here's how it works

WhatsApp channels as a secret weapon in the marketing mix

In fall 2023, Meta launched WhatsApp channels, a completely new feature in 150 countries ...

Thumbnail-Photo: Christmas decorations: set the scene for your store!...
09.11.2023   #customer experience #shop decoration

Christmas decorations: set the scene for your store!

From the floor to the shelves and lights to the shop window - here's how to get your store ready for Christmas!

The weeks leading up to Christmas Eve are considered to be the busiest of the year....

Thumbnail-Photo: Chinese New Year 2024: Successful marketing strategies...
31.01.2024   #e-commerce #marketing

Chinese New Year 2024: Successful marketing strategies

How online retailers can benefit from the celebrations

Chinese New Year 2024 begins on February 10 and lasts for 16 days. During the important festival, which is celebrated not only in China ...

Thumbnail-Photo: The quiet hour – A contribution to inclusion in retail?...
31.10.2023   #customer satisfaction #customer experience

The "quiet hour" – A contribution to inclusion in retail?

Finding calm in a busy world: supermarkets make their mark

The world of commerce is constantly looking for new ways to attract and retain customers...

Thumbnail-Photo: Veganuary 2024: Best sales strategies to reach the ‘no meat’...
11.01.2024   #brick and mortar retail #food retail

Veganuary 2024: Best sales strategies to reach the ‘no meat’

Why retailers should take advantage of the trend

Veganuary has begun its fourth year in Germany. Over 850 German companies are taking part in this global movement for a plant-based ...

Thumbnail-Photo: Tips: Optimal shopping experience for  Christmas...
22.11.2023   #online trading #artificial intelligence

Tips: Optimal shopping experience for Christmas

How to prepare for the shopping days as an Amazon retailer

The promotional days at the start of the Christmas...

Thumbnail-Photo: ISE 2024 - the future of retail
23.10.2023   #online trading #Tech in Retail

ISE 2024 - the future of retail

ISE will take place in Barcelona from 30 January to 2 February 2024

Since it began in 2004, Integrated Systems Europe (ISE) - the world's premier exhibition for professional audio visual (pro AV) and systems integration - has grown in size, strength and influence to become an industry-defining event. Every year, ...

Thumbnail-Photo: Valentines Day marketing: creative campaigns to make your heart sing...
18.01.2024   #brick and mortar retail #sustainability

Valentine's Day marketing: creative campaigns to make your heart sing

Examples of how you can score points on Valentine's Day

Zalando killed two birds with one stone in 2021: with the invitation to "campaign exchange the clothes after your ex", customers were shown ...