Sex, stores and the slow art of sales seduction

Enthusiasm for in-store media (MW last week) is fuelled by the view that 75 per cent of buying decisions are made in store.

Of course, in-store positioning, presentation and, increasingly, advertising are important elements of sales and marketing. And when working well, they can pay great dividends for packaged goods marketers.

But there is a trend to overestimate the importance of in-store decision-making. This ignores the role advertising plays in creating a positive view of a brand and indeed brand consideration, which plays a major part in the decision to buy. This process cannot take place entirely in store.

By way of analogy, it can be said that the decision to make love to a person is actually taken on the bed – but that is to ignore hours, days or weeks of flirtation leading up to the act itself.

Andrew Harrison has been one of the great advocates of supermarkets as the new medium. Yet all those Nestlé ads heralding Kit Kat promotions, featured in The Grocer, have and still do advertise the fact that the campaign is on television! I suspect Harrison knows all too well the value of TV advertising, as do the supermarket buyers who read those press ads.

On top of this, the growth of internet sales will provide a further challenge that cannot be addressed by in-store marketing.

TV advertising and in-store activity are complementary, not competing.

Mike Parker

Head of strategic sales

Channel 4 Television

London SW1P

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here