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The purpose of this paper is to examine two key dimensions of in‐store marketing, namely in‐store promotions and price markdowns. These seem to be the two most important aspects of in‐store marketing, though other dimensions such as retail personal service are also worthy of study.

A sample of 287 New Zealand clothing and shoe retailers was studied. Survey questions included the perceived importance of in‐store promotions and price markdowns. The aim was to explain these perceptions in terms of marketing strategies, threat of competition and environmental uncertainty.

The results indicate that a discount marketing strategy, environmental uncertainty and emphasis on price‐promotions are key to explaining retailers' perceptions and use of specific in‐store marketing activities. In addition, seven key marketing activities were found to distinguish high‐ and low‐performance retailers with respect to in‐store promotions.

The study has highlighted strategic aspects of in‐store marketing, by focusing on two key components of in‐store marketing, namely in‐store promotion and price markdowns. The findings should provide much needed advice to retailers on the use of sales promotion tools in different environmental settings.

This paper should prove valuable to academic researchers and retailing managers (particularly to those in smaller countries), owner‐operated retail outlets, and chain stores.

The purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.

This study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.

This study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.

This study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.

For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its evaluation through an informal control on the purchase experience. Yet, for brands in this sector, better controlled in‐store purchase experiences can lead to enhance brand perceived value, relationship quality, and loyalty. To capture how these contacts take place, the authors develop the concept of in‐store manufacturer brand expression. This concept encompasses three dimensions, namely perceived quality of in‐store manufacturer brand presentation, in‐store manufacturer brand image expression, and perceived closeness of brand image with store image. The purpose of this paper is to examine the impacts of these components on brand evaluations. An empirical application on brands of the food and intimate apparel categories shows the differential impacts of these components on perceived value, relationship quality (trust‐credibility, trust‐benevolence, affective commitment), and attitudinal loyalty.

The empirical application involves major brands positioned in frequently purchased packaged goods categories (ice cream, frozen meals and intimate apparel) and distributed in the super‐hypermarket channel over which they have no formal control. The conceptualization and measurement of perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally on a sample of 304 actual consumers. Structural equation modeling was used to test the model and hypotheses.

Perceived quality of in‐store brand presentation has a direct positive effect on brand value and trust‐credibility whereas in‐store brand image expression has direct positive impact on trust‐benevolence and affective commitment. At the same time, perceived closeness of brand manufacturer image with store image has a direct negative impact on trust‐credibility. In addition, the authors observed that these effects have significant indirect positive and negative consequences on attitudinal loyalty, throughout the causal links which exist between value, trust and affective commitment. Also, the authors' results support the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector.

The application is limited to only three product categories and to strong national brands which enjoy high levels of awareness and market share. Also, the model could be connected to behavioural loyalty metrics, in addition to attitudinal loyalty.

Conceptualization of perceived brand relationship orientation in the case of frequently purchased packaged goods categories is a new step in the understanding and management of consumer‐brand relationship and mass market channel policies.

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

The purpose of this paper is to evaluate the influence of price and products on the promotion (through in-store temporary displays) on consumer sales in an emerging market context (i.e. Brazil) in different regions with contrasts in the market and store formats analyzed.

The data originate from retail market audits conducted over three years and are broken down by a region and a channel for a product category that has experienced increased competition and growth and is highly distributed throughout the analyzed regions and channel formats (i.e. the ready-to-drink juice category). This study uses a panel vector autoregression framework and an impulse-response function to determine the effects on sales over time.

The results suggest that price sensitivity and the effects of promotions on sales vary with the type of store format rather than through structural differences between regions with lower vs higher levels of economic development in an emerging market.

Managers should consider differences in store format more than the heterogeneity among regions when making price and promotion decisions. Additionally, this paper highlights the importance of in-store product visibility through temporary displays of promoted products, especially in smaller stores in an emerging market.

By considering the challenges of managing a consumer brand for which market heterogeneity is key, this paper extends the current research by contrasting consumer price and in-store promotion decisions across two heterogeneous regions and store formats within an emerging market.

We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice. Real-time and location-specific access to information and products are identified as distinguishing characteristics of mobile devices. While the literature on digital marketing is well developed, knowledge of the effects on the consumer path to purchase in the presence of dynamic and location-specific information is still scarce. Path to purchase models need to recognize the central and powerful role of user-generated content. Better management of marketing resources would require models that connect investments in mobile marketing to sales, and also model the synergies among different digital and offline media. We conclude with a framework that connects mobile media impressions to product choice, in the presence of other marketing media, and consumer and firm feedback loops.

The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats.

Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t-tests and the analysis of variance.

The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation.

The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future.

Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.

The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more favorably to messages focusing on the desirability of the offering, when they are further distanced from the actual purchase decision. On the other hand, the authors expect more favorable responses toward messages containing feasibility appeals, positioned closer by to the purchase decision. The purpose of this paper is to determine appropriate location-based content for in-store proximity marketing.

A field experiment was conducted in a Belgian coffee bar, examining temporal distance effects in a natural retail/service environment. A 2×2 between-subjects experimental design is implemented (i.e. low vs high temporal distance×concrete/cost vs abstract/brand-oriented appeal), examining the impact on marketing communication effectiveness.

Overall, the authors find some initial support for CLT on effectiveness measures regarding purchase intentions and actual purchase, but not in terms of self-reported noticing of the screen and the ad, nor in terms of (un)aided ad recall.

This experiment is a pilot study and such finds itself confronted with a limited number of observations.

The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.

Retailers increasingly experiment with a wide variety of store elements; this chapter focuses on in-store marketing tactics and reports the results of 12 in-store experiments conducted in cooperation with different retail chains. Experiments 1–3 address in-store signage (digital, floor) and reveal that digital screens and signage can draw customers toward merchandise and deeper into shopping aisles. Experiments 4–6 explore the impact of the organization of a display (vertical, horizontal, diagonal, waterfall) and generally demonstrate the superiority of vertical organizations of merchandise. In Experiments 7–9, results pertaining to the location of a product in a store highlight the importance of placing merchandise at eye level. With Experiments 10 and 11, the authors reinforce the importance of retail atmospherics (scent, lighting). Finally, Experiment 12 explores product placement and other factors that can enhance the effectiveness of in-store merchandise demonstrations.