What is In -store promotion and how do retailers communicate promotion?

In-store promotion is a marketing strategy that is meant to bring people into the store and to purchase specific items that are part of the in-store promotion. These strategies most often come directly from manufacturers, or they may be offered by the store itself. The idea is to generate additional revenue due to the extra sales of the products involved, or even to induce a brand switch when offered by the manufacturer. Stores most often use such strategies to drive traffic into the store, to eliminate too much stock, or to create additional revenues when sales are slumping. Often, however, the main emphasis comes from brand manufacturers attempting to create brand awareness, while building brand equity in-store.

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