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Instore communicatie : Guidelines opgesteld door het Expertise Center Point-of-Sales Communicatie

Simone Ruseler, Knowledge Manager
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We weten dat instore communicatie een belangrijke invloed heeft op de aankoopervaring en de rotatie van producten in de rekken kan dynamiseren. De meeste retailers, agentschappen en adverteerders zijn zich goed bewust van het belang van een efficiënte aanpak van instore communicatie. Maar hoe definiëren we nu de verschillende media op het verkooppunt en welke succesfactoren spelen mee? En – meer nog – hoe meten we deze media? Om deze vragen te kunnen beantwoorden richtte de UBA in 2010 een Expertise Center op dat specifiek gewijd is aan de communicatie rond en op het verkooppunt. Eind januari 2011 publiceerden we deze gids.

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