sudden urge or desire to purchase a product which may not be essential but would
satisfy their wants and desires. These two factors would often lead to the shopper
making an impulse purchase since the purchase is unplanned in nature. (Kollat and
Willett, 1967; Stilley et al, 2010). Marketers need to emphasize on enhancing their
in-store promotions due to several reasons.
There is strong evidence which suggests that in-store promotion correlates with other
tools of promotion such as social media and mobile marketing in influencing
shoppers impulse purchase (Stilley et al, 2010). When a shopper is exposed to an in-
store promotion they usually tend to recall the promotions from other types of media.
The positive response of the other types of media viewed by the shopper may
generate a positive response to the in-store promotion which would eventually lead
to a purchase.
The second factor relates to the high level of competition in the marketplace whereby
shoppers are presented with more varieties of shopping places than before. Shoppers
are able to purchase the particular or similar kind of product through different
shopping malls or department stores which makes marketers to focus on ways to
motivate shoppers to purchase in their store. The research also indicated that in-store
promotion on its own plays an important role in a store’s performance (Kiran,
Majumdar and Kishore, 2012). The more the marketer applies an effective in-store
promotion which appeals to the target shoppers, the more they able to attract
shoppers to visit and make a purchase.
Marketers must also develop the uniqueness or distinction of their store and its value
added benefits to differentiate themselves from competitors. In-store promotion is
generally flexible in nature as they are able to be easily customized depending on the
 |