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Your in-store marketing

Since we’re on a mission to make the lives of trade marketers around the world better, we’ve created an extensive encyclopedia of in-store marketing tools, techniques and tactics to help you navigate easier through the deep waters of your profession. Click on each letter to discover definitions, examples and insights brought to you by Tokinomo.  

This is a client-center sale approach. Adaptive selling means adapting your sales strategy depending on the type of customer, the sales situation, and the feedback received from the shoppers.
They are promotional products that are offered for free in order to increase brand awareness. These free products must contain your logo, the name of your brand or company, and a short message if you want.
What is an anchor store? An anchor store is a major retail shop that can be found inside a shopping mall or a strip mall setting. These are either big department stores or a part of a grocery retail chain. An anchor store serves as the prominent business in a mall.
Audio in-store advertising is what can be called an essential marketing strategy since the sounds customers hear can have an impact on how they feel and act.
What is Augmented Reality? Augmented reality is a type of technology that allows users to see real-life environments with a digital augmentation overlaid on them. AR combines three important elements: real and virtual worlds, accurate 3D registration, and real-time interaction.
Beacons are small wireless devices used by retailers to communicate with the shopper via an app to improve customer experience in store. Beacons send Bluetooth signals to the app of the customer (if the customer has the store’s app installed). Then, the app picks up those signals and transmits location-specific information to the server of the store.
BOPIS is an acronym for buy online, pick-up in store. Now that we know where it comes from, BOPIS is a great strategy for brick and mortar stores, especially during the COVID-19 pandemic. It allows customers to search for products online, check them out, learn more about them and then make the purchase. They either pay for the products directly online, or they pay when they collect them from the store.
In-store brand activation concentrates on a specific event, campaign, or interaction with the audience, designed in order to generate a better connection between the brand and the customer. It is also used for generating brand awareness. In-store brand activation is usually an interactive and isolated experience, that helps you to promote your brand and helps the customer to connect with it.
Brand awareness is a term used to describe the level of recognition customers have of a brand or product provided by the brand. Businesses rely on brand awareness strategies to increase sales and remain relevant on the market.
Brick and click is jargon used to describe a brick-and-mortar store that implemented an omnichannel retail business model. The term “brick” stands for the physical location while “click” stands for online purchases. This means that customers can shop both online and in-store from a brick-and-click retailer.
The term brick and mortar is used to describe a physical store, a location where products are being sold. Brick and mortar stores are traditional street-side businesses that provide services and products to customers.
Bulk bins are a way of selling products by weight. Instead of packaging small quantities of products and selling them, some brick-and-mortar stores sell products in bulk, with the help of bulk bins. No, it doesn’t mean that you have to buy in bulk, 10 kg of products.
Bulk Merchandising is a popular display solution that can help build brand awareness. Also described as one of the most environmentally-friendly display options, it is usually used to display and dispense various types of products that can easily go package-free. The most common examples usually include candy, jelly beans, nuts, or grains, but it is not limited to them alone.
Bundled pricing, also known as price bundling, is a common pricing strategy brick and mortar and eCommerce retailers use to sell more products at a higher margin while still providing a discount to the shopper.
A cardboard display is a thick (or often referred to as heavy) paper stock. It is most commonly used in point of purchase displays and it has a strong influence on the way the audience interacts with the display. They also change the look of your products, transforming them into attention-grabbing items. A cardboard display is also usually cheaper than other types of display, because of the materials used for their design.
Click and collect, also known as BOPIS, is a great way to combine both the online and the offline environments in retail. Click stands for researching and ordering online while collecting the products is done in-store. Retailers either have an app or a website from which customers can look up their favorite products, add them to the virtual cart and order them
A clip strip is a type of in-store marketing and point-of-sale (POS) tool used to display and promote products in retail environments. It consists of a strip of material, typically plastic or metal, with several clips attached along its length. These clips can be used to hold items such as bags of chips, candy bars, or other small products, making them easily accessible and visible to customers.
Cross merchandising is a type of visual merchandising strategy in which products are displayed next to other complementary products. Cross merchandising is also known as secondary product placement.
Cross-selling is the practice of selling additional complementary products to existing customers. It’s an approach used by multiple businesses, from banks to grocery stores. This practice is useful for both the shopper and the retailer because it’s much more efficient. Customers can see and purchase complementary products (that they might not have known about) from the same place.
Customer acquisition is the process of gaining new customers. This means convincing people to purchase products or services from your brand or store.
What does customer experience mean? Customer experience, also known as CX, means the whole perception of the customer regarding a brand or a business. To put it in other words, the way customers feel and act when shopping from inside a store.
Customer lifetime value (CLTV) is the value a customer contributes to a business over the entire lifetime at that company. To put it in other words, CLTV means the amount of money a shopper is going to spend on your products or services for as long as they are your customers. It’s not about the money they already spend, it’s a prediction of how much they will spend overall.
A cut-case display is a type of point of purchase material used to display products inside a brick and mortar store. This type of display is actually the case (box) that the products came in. Instead of placing other displays, retailers can simply cut the case, either in the front or on the sides to show the products.
Have some products that never seem to get into the cart of your shoppers? This is what dead stock means: unsold merchandise that still lies around in your warehouse or on the shelves. It is considered dead stock if those items haven’t been sold to the customers, so returned products don’t count as dead stock.
Digital signage is a digital type of digital installation that displays images, video, and any other multimedia content. Digital installations are used for advertising and informational purposes and they can be found in various stores, on buildings, and even on the street.
A dispenser is a container used that contains big amounts of products. Dispensers are usually used for bulk merchandising. They store products that people can purchase in bulk, without having a fixed amount.
Dump bins are open display containers that can be filled with different kinds of products, smaller or larger, that the customer can grab. Dump bins are made from cardboard and they are usually quite lightweight, which also gives them flexibility. They can be quickly filled with different products, and they are most often used for promotional purposes, as well as displaying products specific to a season.
What is dynamic clustering? Dynamic clustering is all about creating patterns and opportunities in various segments in order to create the best strategies for each cluster. Let’s take a simple example. You have a big retail chain and you have stores in the US, in different states and cities. Customers from New York are quite different compared to shoppers from Boston. However, with dynamic clustering, you will be able to spot similarities in trends and patterns from all the stores in which you s...
E-tailing strands for electronic retailing. This means selling products or services over the Internet. E-tailing can have a B2B (business to business) or B2C (business to consumer) approach, depending on the products and services the business is providing.
What are end caps? End caps are types of displays used at the end of the aisle. Instead of displaying products on the regular aisles, retailers use end caps (spaces at the end of the aisles) to promote those products. The whole end cap is used for a single product with its variations (different colors, flavors, etc.). End caps are actually the spaces at the end of the aisle, which means that they are highly customizable.
Endless Aisle refers to the ability of a retailer to sell specific items to their customers, even if the items are not in stock or not sold inside the store. Shortly, customers can browse through different items that are not available in the store, order them, and receive them at home.
ESL stands for electronic shelf label. The electronic shelf label is a system used to display the prices of the product electronically. Instead of having your employees change prices printed on paper, you can choose ESL which changes the prices automatically.
Event marketing is a marketing strategy that involves a face-to-face meeting (or online, in case of a pandemic) between the brand and its target audience. Event marketing includes events such as trade shows, product launches, product demonstrations, seminars, or conferences.
Experiential marketing is a type of marketing that focuses on creating amazing experiences for customers. Instead of simply promoting a product or service, brands and retailers create experiences in which they use their products.
FEFO stands for First Expired, First-out. It is a stock rotation method used to establish which products are placed first on the shelves and sold to shoppers in stores. This is one of the most common stock rotation methods, along with FIFO.
FIFO stands for first-in, first-out. Just like FEFO, FIFO is a stock rotation method used by retailers. It is used to determine which products are placed in the back of the shelves and which items are sold first.
Fixture is a common word that means a piece of equipment or furniture that is fixed in position in a building or vehicle. The general definition is great, but fixture has a different meaning in retail.
A flash sale is a promotional tactic used by eCommerce platforms to increase sales. It is only available for a short period of time. The quantity of products is also small which leads to FOMO (fear of missing out) that ultimately increases impulse buying.
Floor graphics are a type of POP display that can be used for multiple purposes. These graphics can be applied both outside and inside a store or any other business location. Since they are highly customizable, they can be used for promotional purposes or informational purposes.
FMCG stands for Fast-moving consumer goods. These are products that usually sell very quickly and have a relatively small price. FMCG products have a great inventory turnover compared to specialty items that usually have lower sales and higher carrying charges.
Free-standing displays are a type of standalone POP shelf displays. These displays can hold products and they are highly customizable. Free-standing displays are used especially for promotional purposes or to display items that are subjected to impulse purchases.
A freestanding fixture is a piece of furniture or equipment that can stand on its own and withhold the weight of products displayed on it. Freestanding fixtures are shelves or other pieces of furniture that hold products. Retailers used them to display items and to promote products that are on sale.
Gift with purchase is a sales technique in which a brand or retailer offers a smaller/less expensive product when a customer makes a purchase. The gift depends on the type of product and the approach of the brand.
A gondola in retail is a type of freestanding POP display used to arrange and present products for sale. Gondolas have a flat base and a vertical component with slat walls, pegboards, or notches.
Green retailing is a practice that focuses on reducing waste as much in every process. From manufacturing, packaging, and distribution to displaying products in store. Green retailing is a movement that continues to grow as conscious consumers are trying to live a greener, more eco-friendly lifestyle.
Gross margin is the companies total revenue or total sales during a given period minus the costs for the goods sold. It shouldn’t be confused with the net margin because to calculate the net margin you will have to extract all expenses from the gross margin.
Hardlines, also known as hard goods, are solid products that can’t be bent and heavier. On the opposite side, there are soft goods which, as expected, are soft and pliable. Some products that are considered hardlines are electronics, furniture, and appliances. Softlines include clothes, bedding, curtains, and towels.
High-speed retail is a retail approach that focuses on serving customers faster. It’s the fast-food version of retail if you’d like. So, instead of having customers stay in your store for hours on end, you can think of faster and more efficient sales techniques.
An impulse purchase is defined as the shopper’s tendency to buy a product or a service on the spur of the moment. Impulse purchases are triggered by emotions or feelings and they are not planned.
Interactive displays are mounted devices that can be used to show images, clips, or simple text. Since they are interactive, they have a touchscreen that can be used by customers to make the images bigger, click on buttons, or select another image.
Inventory management is an approach to sourcing, distributing, and selling merchandise or raw and finished goods. Inventory management means the right amount of products, at the right time, in the right store. Even if 2 stores are from the same retail chain, it doesn’t mean they should have the same amount of products or even the same products available.
An isolated store is defined as a retail store placed on the freeway or on a big road that doesn’t have any other retailers in its vicinity. This means that the isolated store is the only retailer from which customers can make a purchase in that area. This type of store is common on freeways where there are just a few shops spread over hundreds of miles.
A Jumble display is a type of POP display in which retailers place different items that are priced the same. Most of the time, this type of display is used for clothes that remained in stock after a new collection was displayed.
Keystone pricing is a pricing strategy. In this case, the retailer just doubles the wholesale cost to determine the selling price of the product. Depending on the type of product, using keystone pricing could lead to a product being priced too high or too low.
KPI stands for Key performance indicator. A KPI is an indicator that can be evaluated and monitored to show the performance of a business. Depending on the industry and the activity of the business, there are different KPIs that need to be monitored.
Layaway, also known as a lay-by in some countries, is a purchase agreement between the customer and the retailer. The product or items are set aside, kept from the customer, but they receive them only once they completed their payment in full.
A loss leader is a product that is sold without making any profit and actually, it is sold at loss. A loss leader strategy is used to attract more customers and make them purchase more. The loss leader strategy is usually used by retailers that are new to the market. However, there are well-established retailers that still use this strategy to increase sales.
Market penetration means the percentage of people that used or selected your product in a certain location. For example, let’s say that you sell products in Italy. If 500 people out of 5000 purchase your product, then market penetration is 10%.
Market research is a process in which you can determine the viability of a new product or service directly with the help of potential customers. It offers great insights to retailers like customer feedback and information about a new market.
Mass customization is the process of providing services or products that are customized or modified to satisfy the customer’s need. This is a manufacturing technique that combines the personalization of custom-made products with the low costs of mass production.
Merchandising compiles all of the activities necessary to promote and sell products to end-customers in retail. This means that merchandising includes anything from setting prices up to creating and implementing promotions.
The minimum advertised price is an agreement between the manufacturer/brand and the retailer/seller in which the retailer can’t advertise the product at a smaller price than agreed. Yes, the retailer can sell the product at any price they want to, even at a loss. However, they can’t advertise a lower price than the one agreed on by MAP.
A motion display is a POP (point of purchase) display that combines a black and white e-paper display with a transparent color print. The black and white e-paper display contains electronic ink and a layer with defined segments that can be controlled individually to switch from white to black, and vice versa. This creates the flashing animation sequences.
Mystery shopping is a research process in which a person is employed to go to a store and pretend to shop there. In the process, the mystery shopper needs to pay attention and fill out a form at the end of the shopping session. This is a way in which retailers check the quality of their products, the way the processes are followed by employees, and the overall shopping experience.
The net profit is the total profit of your business for a period of time after you’ve subtracted all of the expenses. You can also calculate the net profit by subtracting indirect costs, taxes, and expenses from gross profit.
In retail, a never-out list is a special list that contains all of the best-selling products that the store should always have in stock. Unlike the regular stock plan, the never-out list only contains products that are sought after by customers and that are sold really quickly. This is why retailers usually have a big stock of these products, to ensure that they are always available for customers.
Stores that practice niche retailing only focus on a category of products. For example, stores that only sell shoes instead of combining multiple products. Since they focus on a category of products, these retailers also add some complementary products that are necessary. For a shoe store, the retailer can also integrate show wax or insoles.
Omnichannel marketing means creating a seamless experience for customers on all of your channels. Omnichannel marketing is all about being available for customers on as many platforms as possible.
A one-stop shop is a business that offers multiple services or sells products from different categories. The term one-stop shop became popular in the ‘20 because people had to go to the butcher for meat, the fresh market for fruits and vegetables, and so on. That is how the one-stop shop appeared.
Overhead messaging is an in-store marketing tactic used to inform and engage customers. The ultimate goal is to increase sales while promoting the latest discounts. It’s important to keep customers informed and having too many visual POP displays might be too tiring for their eyes. That’s why overhead messaging is a great in-store marketing tactic.
A planogram is a schematic drawing or plan that shows how merchandise is displayed in the store. The main point of creating a planogram is to place the products in the best way possible to increase sales.
POP stands for point of purchase. A point of purchase, or POP short, is a location, a store where customers can see and purchase products. POP displays are advertising materials used to promote products. Displays are separate from the shelves where products are displayed.
A pop-up store is a temporary establishment opened to sell products or services for a period of time. Unlike regular stores, a pop-up store is usually opened by brands that don’t have a physical location. However, big retailers like Target also open pop-up stores with different themes to create an amazing experience for shoppers.
A POS displays is a promotional display that is placed near the checkout area to encourage impulse purchases and engage customers. POS stands for point of sale and that is why, unlike POP displays that can be placed all over the store, POS displays are right at the checkout.
POSM stands for point-of-sale materials. These are materials and fixtures that help retailers and brands promote products and engage with customers. The best thing about POSM is that they come in all shapes and sizes to satisfy the needs of each brand. Depending on the type of product you are promoting, you can select from a range of materials.
Price cuts mean lowering a product’s price to offer a discount to customers. They are used to increase sales and attract more shoppers. While most price cuts are received greatly by customers, there are cases in which price cuts can actually affect your brand’s image.
Product assortment also referred to as merchandise mix is the variety of products sold in a store.
Promotions include all of the activities done to promote a product, service, or brand to customers. Promotions include informing customers and attracting them to the store or to the business. The ultimate goal of promotions is to increase sales and brand loyalty.
Psychological pricing is a business practice in which retailers set prices lower than a whole number. For example, instead of pricing something at $5, you set the price at $4.99. People will acknowledge that the price is 4, not 5 dollars.
Quantity discount is a type of incentive offered to shoppers when they purchase in large amounts. The cost per unit is lower when customers buy a specific number of units. For example, purchasing 1 bag of flour at $1 and buying 10 bags of flour for $8 instead of $10.
Relationship retailing is a strategy adopted by retail businesses to increase customer loyalty and to create a relationship with their customers. There are different relationship retailing strategies and tactics that businesses can use, depending on their needs.
Retail analytics is the process of collecting and analyzing data on customer behavior, sales, inventory, supply chain, and other retail processes. Retail analytics help retailers know how each process is performing and what are the parts they need to work on. Also, retail analytics can help show more about customers which will impact in-store promotions and overall in-store marketing strategy.
Retail technology is a term that describes tech solutions that help retailers. No matter if we are talking about brick and mortar stores or eCommerce platforms, all retailers use types of retail technologies to increase productivity and eliminate repetitive tasks.
Retailtainment comes for retail + entertainment. It is also known as experiential retail and it means offering customers an experience instead of simply promoting a product. Retailtainment is a marketing strategy in which retailers offer customers experiences in-store. It means disrupting the regular shopping activity and engaging with customers in a different way.
A robotic display is a type of POP display that combines sound, motion, and light technology to make products come to life. Tokinomo is a robotic display that helps engage customers and offers an amazing experience in store.
Sampling in retail means offering customers small amounts of products in brick and mortar stores. Hired personnel can place a stand next to your products and offer small samples of your most recent product to customers.
A shelf stopper is a type of display that is placed in front of the shelf right next to your product. It helps increase visibility and attract attention to your product. Just like a shelf talker, the shelf stopper is made out of printed material that can display any message. These promotional materials are used to increase sales and brand awareness.
A shelf strip, also known as a channel strip, is a point-of-purchase graphic used to promote products in-store. Placed in front of the shelves, the strips provide valuable product information, including the price of the product. These shelf strips can be used to show promotions and sales.
A shelf talker is a type of point-of-purchase display that can be used for in-store promotions. Shelf talkers are printed tickets or pieces of cardboard that are placed on the shelves to attract attention toward a certain product. These displays are easy to customize and can be personalized in any way you like to better reflect the style of the brand or product.
Shopper marketing is a type of marketing that focuses on offering the best to the customer right at the point of purchase. Instead of trying to sell more and promoting your products aggressively, retailers that choose to have a shopper marketing strategy understand the importance of customer experience.
A shopping experience is a complex concept that combines the way customers feel when interacting with your store, brand, and products. Also, it includes the feelings and actions shoppers have while in-store and online. The shopping experience doesn’t only stop at purchasing products, it combines multiple factors and that’s why it is hard to measure.
Showrooming means going to a brick-and-mortar store or any physical location to look for a product and purchasing it online. People still love to come and check out the products before they make the purchase. However, there are online vendors that sell products at a smaller price.
Trade marketing is a type of marketing that doesn’t focus on the end customer. It is a B2B type of marketing that involves wholesalers, retailers, and distributors. The main goal of trade marketing is increasing demand with supply chain partners.
Tribetailing is the act of marketing and selling products or services to a certain tribe (group of people). Tribes are defined as groups of people connected to one another, to a leader, and to an idea. For instance, groups of people who follow a certain diet (Keto, Paleo, etc.) can be considered tribes.
A unified brand experience means creating and maintaining a consistent identity throughout all channels where your brand has a presence. If your products are present in brick-and-mortar stores, online, and on social media, then you should make sure that you communicate the same message on all platforms.
Upselling is a selling technique in which you convince the customer to purchase a more expensive version of a product, an upgrade, or a premium service.
A value proposition is the core of your brand in one single sentence. The value proposition should answer the question “Why your product?”. It should show the benefits of the product and how it can help customers in their life. Apart from stating the benefits, your value proposition should convince shoppers to buy your product. The value proposition is the first thing people encounter when researching your brand and products.
Video walls are a group of screens tiled together that form a large display surface. These video walls can be used to display any image or video to promote or to inform customers inside stores.
Visual merchandising is the practice of designing and displaying merchandise in a certain way in a brick and mortar store. The idea behind visual merchandising is to optimize the presentation of products to engage with shoppers. Visual merchandising helps retailers create an appealing environment for customers to purchase more products.
Voice marketing is a type of marketing in which brands and businesses use live or recorded audio to engage with customers. In-stores, voice marketing can be considered the overhead music and the use of in-store robots like Tokinomo that can transmit a voice message.
Webrooming, also known as online showrooming, is a growing trend among consumers who research products online before purchasing them in-store. This practice is the opposite of showrooming, where consumers visit a physical store to try out products before buying them online at a lower price.
Wholesale refers to two different business models. The first one is a business that buys products in bulk, at a smaller price, directly from the manufacturer and then sells them to the end customer. Wholesale can also refer to businesses that produce their own products and then sell them in bulk to retailers which then sell to the end customer.
A wobbler is a type of POS display used for promotions and in-store marketing campaigns to promote products. The shelf wobbler is placed right at the shelf, wobbling off the shelf. This is how it got the name because it is not placed on the shelf steadily and it can move freely.
Word-of-mouth marketing or word-of-mouth advertising is a type of marketing that is performed by the customer instead of the brand or the retailer. When a customer enjoys your product they will recommend it to their friends and family.