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Impulse Buy!

In: All Thumbs

Author

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  • Michael Dru Kelley

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.

Suggested Citation

  • Michael Dru Kelley, 2014. "Impulse Buy!," Palgrave Macmillan Books, in: All Thumbs, chapter 0, pages 123-137, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51016-7_9
    DOI: 10.1007/978-1-137-51016-7_9
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