In today’s competitive market, emergence of retail environment technology is stirring the advertisers mind. He is spending lots of money on advertising and marketing through numerous media formats, creating rich messages that reach consumers where they make the bulk of their buying decisions, that is, in the stores. Companies and retailers are becoming more sophisticated at using in-store advertising, whether to highlight a price promotion and a special sweepstakes or simply to educate consumers about a product.
In stores advertising influences the purchase decisions of a customer to the extent where he may switch his brand of a particular product. The customer is forced to rethink about the product they want to purchase after looking at the samples, posters, digital advertising etc. of other brands.
Retail advertising is a unique form of advertising because they provide an immediate impact on sales. There is no time lag between the customers purchase and the ad exposure and therefore their contribution can easily uplift the sales. And hence is a great potent impulse driver.
These ads include messages and images that can be customized helping the advertiser to connect with consumer’s need and persuade him to purchase your product.
Point of Purchase units in a consumer products industry are at places like shelves, aisles, floor etc. They hit the specific target at specific place and at specific time.
The vast majority of consumers (70%) do not make their brand decisions until they purchase.

In store advertising can broadly be categorized in four segments:
Retail chains such as shoppers stop, Big Bazaar, Pantaloons etc.
Shopping malls such as Metropollitain Mall, Ansal Plaza etc.
Departmental stores such as Spencer’s, Sabka Bazaar, Subhiksha etc.
Medical stores such as Guardian Pharmacy, Life Spring etc.

Opportunities in a In-Store Retail: