Most retailers regularly talk to their customers via print or electronic media either to sell them product or to build their business brand by telling the customers about their marketing philosophy.

Between these advertised events, there is a great opportunity to generate additional sales by tying up in store promotions.  This can simply be done by engineering good value, topical merchandising at a competitive price and displaying it on end caps, bulk stacks, dump baskets or in any hot spot available in the store.  There’s even more impact available if you can engineer a traffic generating event.  After all, the reason you advertise or promote is to increase customer traffic into your store in order to expose them to your brand and its value proposition.

Car park sales, boot load sales and truck load sales can all be mounted with limited advertising or using a local area marketing campaign to generate traffic to your store between major events.

Retailers place a lot of emphasis on ensuring that advertised events are properly tied up with point of sale material, strong product presence and clear price ticketing.  The same standard of performance should apply to in store promotions.