Impulse Buy!

Michael Dru Kelley

Chapter Chapter 8 in All Thumbs, 2014, pp 123-137 from Palgrave Macmillan

Abstract: Abstract There is probably no older form of marketing than that found within the four walls of a retail establishment or immediately outside it. The industry has worked actively to evolve retail marketing, whether conceiving novel marketing plans like in-store TV networks (that have really never taken off) or floor decals in front of shelves telling you about a new product (other than peripheral vision, does anyone really look at the floor while shopping?). Regardless of their limited success, these channels certainly command new forms of shelf and marketing allowances from vendors primarily due to the increase in product competition. However, mobile may just be the most innovative opportunity for retail, shelf, and product marketing from advancing sales to customer loyalty.

Keywords: Mobile Activation; Shopping Trip; Mobile Experience; Mobile Campaign; Brand Ingredient (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-51016-7_9

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DOI: 10.1007/978-1-137-51016-7_9

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