Since the advent of the global financial crisis the economic landscape has changed almost beyond recognition. Market volatility has become the norm with an ever increasing trend of price sensitive customers who have far lower levels of loyalty and are less tolerant of poor customer service.
The importance of in-store marketing to increase retail sales is gaining recognition. A study done in the US showed that 66% of purchasing decisions are made in store, and 53% of those decisions are made on impulse. Keeping these facts in mind, it is vital that marketers for retail stores rethink their marketing strategy and share focus equally on driving traffic, and in-store marketing.