7 In-Store Marketing 70% of purchase decisions made in store In-store atmosphericsSight, sound, and scentVideo screens and television monitorsCustomize messages, e.g., Wal-Mart with 127 million shoppers per week
8 Point-of-Purchase Displays An extension of in-store displaysLocation is keyLast chance to reach buyerFacts70% of decisions are made in store50% of money spent at mass-merchandisers and supermarkets is unplanned50% of Coca-Cola products from displaysAverage increase in sales is 9%Half of POP displays not effectiveHalf that are effective – 20% increase in sales
9 Brand Communities Ultimate demonstration of brand loyalty and devotion Usually some kind of symbolic meaning to the customerInteractions between the brand and consumers, as well as shared values and experiences between consumersCannot be created by brands itselfMarketing enhances the “community experience”Examples of brand communities include:Harley DavidsonJeep
10 Affirmation of the buying decision. Social identity and bond. F I G U R EReasons Brand Communities FormAffirmation of the buying decision.Social identity and bond.Swap stories.Swap advice and provide help to others.Feedback and new ideas.