What offline actions can be taken in a company store?

Let’s start by reviewing the consumer decision-making process.

Understanding the mechanism behind consumer purchasing decisions is key to managing sales. According to the EBK* model, the purchasing process consists of five elements:

1. Problem Recognition – The first stage, where the consumer’s need is triggered.

2. Information Search – At this stage, the consumer analyzes and searches for information on how to satisfy the need. They visit websites, consume mass media (advertising), talk to family and friends, and seek expert advice or materials.

3. Evaluation of Alternatives – The stage where different solutions are evaluated and compared based on the benefits they offer in relation to the consumer’s individual expectations.

4. Purchase Decision – A crucial moment when the consumer decides on a specific option or opts out of the purchase.

5. Post-purchase Consequences – The behavior after the purchase, such as satisfaction or disappointment. These consequences will directly influence future choices regarding the product, as well as its recommendation (or lack thereof) in the consumer’s social circle, and even online.

Emotions in the Purchase Decision Process

Emotions have a significant impact on purchasing decisions. Under their influence, a customer’s decisions can be more or less rational. Marketing actions such as quantity limitations (last pieces), time-limited offers (seasonal deals, happy hours), restricting availability (limited number of holiday orders), or social proof (others have already bought this product, I should have it too) are aimed at directly appealing to the consumer’s emotions and encouraging them to make decisions on the spur of the moment. Purchasing emotions also relate to feelings like joy, hope, care for loved ones, and even fear.

Shopper Marketing as an Opportunity to Increase Sales

We must also understand that it’s not always the consumer or end-user who makes the purchase. Often, we buy products for others, such as family members. The person who makes the purchase decision and buys the product in-store is known as the shopper. This is the individual we should focus on when conducting offline activities at the point of sale.

Shopper marketing focuses on a specific moment—the one when the consumer is already in our store, standing in front of the shelf or counter, making the purchase decision. Research conducted by Nielsen** shows that 70% of purchasing decisions are made right in front of the shelf. This is the perfect moment for offline actions!

Effective activities in the sales area directly influence the shopper’s choices, guiding them to the right product and leading to the completion of the transaction. A good example of such activities are impulse-buy zones near checkout counters in hypermarkets. Surely, you’ve often added a pack of chewing gum, a chocolate bar, or batteries to your cart, right? And did those products appear on your shopping list? Exactly… But the right display, product selection, and time spent in line led you to make that purchase decision.

The shopper marketing strategy directly influences store space organization, shelf arrangement, furniture selection, lighting, and the use of POS materials. With offline solutions, it’s easier to directly influence sales results and even prevent stock losses.

Use All Customer Touchpoints (in bakeries/confectioneries)

By choosing various forms of marketing communication, we can engage customers at up to four key touchpoints:

1. Store Entrance Zone – Encourage customers to enter the store. Influence their sense of sight by effectively using window displays. Well-designed posters, eye-catching displays showcasing new products or daily promotions, or even a stylish sandwich board can entice someone who wasn’t planning to buy to step inside.

2. In-store Space Zone – Let’s make the most of the moment when the shopper enters the store and their expectation to make a purchase. While standing in line, customers have plenty of time to familiarize themselves with the offerings, pick up a leaflet or brochure, focus on advertising materials, or even participate in tastings. Let’s analyze our options—posters, floor stickers, stands, display racks, roll-ups, wobblers, shelf stoppers, or even ceiling hangers. These are just a few ways to inform customers about our offerings.

3. Checkout Zone – This is where the purchase is completed. It’s time to assess customer needs, clear doubts, and offer suggestions. Conversations are a key part of the sales process, so proper staff training and adequate staffing during peak hours are essential. Here, the salesperson can offer new products, inform customers about upcoming seasonal offers, or suggest the right product. The staff is the final element of the sales process and provides invaluable feedback on our products and future customer expectations. Also, ensure that the atmosphere in your store is welcoming. It’s this atmosphere that encourages customers not only to return but also to share their thoughts and needs. We can also use offline marketing materials here, ranging from simple coin-operated billboards to POS display monitors, and even sampling.