In-store marketing is defined because the practice of promoting brands and products by addressing the buyer directly at the purpose of sale. The purpose is to covert consumers by educating and convincing them to form a (potential) purchase, in an environment where all the required elements are prepared and displayed ideally to the seller’s benefits.
The inner decoration, the merchandise display, the lighting, the scent and therefore the presentation of the white-glove sales department , all of which play a crucial role within the final judgment making by creating an inspiring image that showcases quality, heritage and authenticity and thus shaping a desired customer perception. In store advertising is simpler as compared to online shopping where the brand has no control over the atmosphere of the online visiter.
Consumers expect luxury brands to deliver on their promise of quality, individuality and exclusivity, making the customer feel special. To be visible, educative and influential during a perfect environment with its audience, brands need a physical location.
Luxury marketers are never abandoning physical stores. If anything, they're revolutionizing in-store marketing to ensure to form the foremost of such an emotionally driven environment even under the influence of digitalization.
Brands are now optimizing every technique and gear they own, trying to rework each square metre of the shop into a foundation of a superb and memorable customer experience. And this will only be done through well strategized and punctiliously implemented in-store marketing.