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"I'm just looking," is a common refrain retailers hear. How can you turn browsers into buyers, and buyers into customers who purchase even more products? Even though the term "shopper marketing" is used to describe activities that drive customer sales and consumption, all the way from advertising and marketing to store layout, design, and point-of-purchase activities, most business owners assume shopper marketing is limited to in-store marketing efforts: in effect, what happens when a customer is in your store. Shopper marketing encompasses a lot more. Let's focus on in-store activities that can improve overall sales and total sales per customer.
It takes time to sell. Make sure customers give you that time:
Overall Store Operations
Focus on the rest of your store (and the customer's experience):
Lastly, focus on point of purchase opportunities. Don't use the checkout area as a "bargain sale" or "discontinued item" display area. Stock impulse items and items customers frequently forget at the checkout area. (That's why many department stores stock batteries near the checkout counter. Who always remembers they need batteries?) Your checkout area is a customer's final impression of the store; make sure it's a good impression so they will want to return. Seeing a table full of damaged or discontinued items leaves a poor impression. Instead, feature items that make shopping easier and more convenient while enhancing the image of your store.
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