What is marketing at retail?
Is it something new or another buzz word in the world of consumer products marketing? Brand marketers are scrambling to get their heads around it. It appears to be a new holy grail that everyone feels they must get into their marketing activities. The rewards? More effective marketing programs in-store by providing a better shopping experience for your brand in-store, in order to increase brand affinity and purchases.
In it’s revised 4th edition, Point of Purchase Advertising International (POPAI) has assembled thought leaders from across the industry to share knowledge and insights around the most effective marketing medium available today: marketing at retail. The goal of this book is to disseminate knowledge acquired from leading academics and practitioners in order to ensure the enhancement of competence at all levels of the marketing at retail industry.
In this book you will find a complete overview of how marketing at retail plays a critical role in driving sales by engaging and influencing shoppers. In a highly readable format it explains how to create, plan, and execute a complete marketing at retail program. When you consider that 76 percent of all purchase decisions are made in-store by shoppers when they enter the retail environment, you will understand how important marketing at retail has become in the global economy.