Handbook of Research on Retailing
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Handbook of Research on Retailing

Edited by Katrijn Gielens and Els Gijsbrechts

The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and/or setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Even successful companies cannot sit back and rest, but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues.
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Chapter 11: In-store marketing: existing and emerging elements

Anne L. Roggeveen and Dhruv Grewal


Even in today’s omnichannel environment, in-store marketing remains critical for retailers. In-store marketing pertains to all activities that a retailer undertakes within the store to engage with customers and get customers to engage with the retailer’s goods and services. To attract and interest consumers, retailers must capitalize on the time consumers spend in their stores creating experiences that meet the shoppers’ needs. As such, retailers must recognize that some shoppers desire an interactive experience in-store, while others want to be in and out quickly. This chapter highlights eight key in-store marketing factors. Four of these in-store elements are more conventional (the atmosphere of the retailer, the merchandise sold, the service experience, and in-store sampling), while four are emerging – digital displays/signage, omnichannel, integrating mobile, and robotics. Related research and future research directions are discussed.

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