5 Key Benefits of Promotional In-Store Messaging

woman reaching for can in grocery store

When you think about your marketing plan, you are probably already thinking about social media, TV commercials, email marketing, and print ads to increase brand awareness and attract new customers. While these are all important channels for marketing success, many business owners overlook their ability to engage consumers while they’re already in the store.

In-store promotional messaging can be an integral part of your complete marketing plan. It can entice customers to purchase more items while they are in your store, and it can encourage return visits.

What Is In-Store Marketing?

In-store marketing or promotional messaging is simply marketing to your customers while they are already in your brick-and-mortar business. It actively promotes your products or services while customers are on the premises, and their interest in your business is already high.

While most advertising dollars are spent on trying to get customers into your store, in-store marketing focuses on maximizing the experience when they are already there.

Types of In-Store Advertising

In-store advertising has evolved from simple display signs. Today, in-store promotional messaging comes in many forms.

1. Posters and signage

This is the most tried-and-true form of in-store advertising, often highlighting any deals or discounts. You can also use posters to feature popular or new products.

Your customers may come into your store for one specific item, but your signage can remind them that there might be something else they need.

2. Displays

Showcase your most popular items on beautiful displays that can’t be missed. By highlighting these items, shoppers are more likely to consider them, and this will increase sales.

Make sure to display items near the checkout counter. This will encourage last-minute impulse buys. If you can, concentrate several displays along the area where customers will line up to check out.

Update your product displays regularly, as they have a proven track record of boosting sales.

3. Video walls

A video wall is a group of video displays that are placed together to create one large video display. You’ll need software to ensure all the displays work together correctly as one, but it can be an effective way to quickly draw a lot of attention.

You can display commercials or how-to videos demonstrating how to use your products. It can also be effective to have satisfied customers talking about particular products or services.

4. Audio advertisements

You likely play music throughout your store, and you can pepper the tunes with advertisements for specific products or services. Keep the messages brief and interesting, highlighting certain items that customers might want to check out in person.

You can also use your audio messaging system to feature certain discounts and sales. Offering an in-person discount or free add-on item can be a great way to utilize in-store messaging and boost sales.

5. Samples

One of the many benefits of visiting a brick-and-mortar store is the possibility of actually trying the products. Consider offering samples to your customers as a way to increase sales.

If your product is something they can try on the spot, like cosmetics, place samplers out for customers to try. If it’s something they can’t try in store, such as laundry detergent, consider sample packets they can take home and use. Give a discount coupon with the sample, so they are encouraged to come back and make a purchase later.

6. Events

An in-store event can be a great way to maximize your use of in-store promotional messaging.

Whether you are hosting a product launch or highlighting a seasonal sale, make sure all your in-store messaging is in place and optimized before the event. This includes updating your displays, creating custom signage, and planning audio ads throughout the event (whether pre-recorded messaging that plays at intervals or having a host promote certain items or discounts live).  

Online vs. In-Store Advertising

You can’t use the same marketing approach for online advertising and in-store advertising. They are distinct, but you can have some overlap in your messaging between the two.

Online advertising has two primary goals: to get people to your site and to encourage them to make a purchase once there. In-store advertising doesn’t have to deal with the first goal since they are already physically in your store. It only has to focus on encouraging people to make a purchase or to purchase more.

If people have a good experience, they will return to your store. As a result, in-store advertising and online advertising are both working to ensure repeat sales.

When people purchase online, they don’t get to see, feel, or smell the product in person. This makes your product images incredibly important. With in-store marketing, think about appealing to the customer’s sensory experience since they have the opportunity to interact with the product in person.

The Benefits of In-Store Messaging

With 82 percent of purchasing decisions made while shopping, in-store advertising is more important than ever. But you don’t want your in-store audio ads to be jarring. Music can be the best way to make the experience cohesive and pleasant for customers.

Here are five ways in-store audio advertising can help you increase sales:

1. Encourage additional purchases

Did you know that 16 percent of unplanned purchases are driven by in-store promotions? (Hello, impulse buys!) With custom overhead messaging, you can give customers an extra nudge toward an item — or even several items — they might not have thought about until they walked into your store.

You can increase the likelihood of these impulse buys by strategically placing displays close to the checkout counter.

purchasing fruit at a grocery store

2. Introduce new inventory

Testing out a new menu item? Just launched a new product line? In-store messaging gives you the power to direct, inform, and promote this information to customers while they’re in your store. There is no better time to encourage them to try something new than when they are already physically present in the store.

woman holding a shopping bag

3. Promote sales & events

From limited-time offers and year-end closeouts to in-store trunk shows and DIY parties, specials and events are a great way to attract and retain customers. And what better way to promote these tangible experiences than with custom overhead messaging?

people gathering at an outdoor event

4. Reinforce branding

A well-developed brand identity is constant and recognizable. Whether you operate a single location or multiple storefronts, tailored in-store music and messaging is an effective way to synchronize your marketing efforts to maintain a cohesive brand experience.

outside of large Sephora store in a mall

5. Motivate employees

Your internal stakeholders are just as important as your customers. Since your employees act as brand ambassadors, it’s important to keep them informed and inspired so they will reinforce promotional messages to customers.

Pepper this messaging with good music, and you’ll improve the experience for all employees.

employees working behind the counter

Let Cloud Cover Music Help

When you blend messages with music for business, you’re in complete control of the experience, directly connecting with customers and guiding their behaviors. It can be an incredibly effective way to boost your bottom line while also improving the overall experience for everyone who enters your store.

Let us help you meld in-store promotional messaging with good music you can legally place in your business. Get started today.


How to Seize the Opportunity of In-Store Marketing. (December 2021). Forbes.

How to Create a Retail Interior Design That Leads People to Check Out. (September 2021). Shopify.

What Are the Differences in Selling Online Compared to Selling in a Store?Houston Chronicle.

POPAI Releases 2014 Mass Merchant Study Results. (February 2014). Cision.

The Impact of In-Store Signage on Consumer Purchase Decisions. (September 2021). Marketing Dive.

How to Unify Your Brand’s Message and Voice With Synchronized Marketing. HubSpot.


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