Think your marketing ends once a customer sets foot in the store? Believing that your work is done is a big mistake, and one that can cost you more sales.
Most marketing efforts aim to help a prospective buyer understand solutions to a problem, evaluate product or service options, and decide to make a purchase.
The methodology varies between initially buying a consumer’s attention or earning it as part of a strategy to build a larger brand audience. But the goals of each are the same: educate, inform, and persuade buyers to make a purchase.
Point of purchase marketing, however, works a little differently.
This strategy attempts to market to shoppers who are already in the store and ready to make a purchase — and it provides a last-minute way for retailers to influence the details of that decision.