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Unformatted text preview: In-Store Sales Begin at HomeMarketers Rethink Strategies as Consumers Research Online Before Making ListsWall Street JournalBy Ellen ByronDetermined to find the best deals, more shoppers are researching their grocery lists online before going to the store. For marketers, that means big changes in how and when they tempt consumers to buy.In-store marketingthe practice of trying to influence consumers' buying decisions as they shoptraditionally consisted of flashy product displays, special promotions at the end of the aisle and attention-grabbing packaging on the shelf. It's well known that consumers research expensive products like electronics online, but coming out of the recession, consumers are more scrupulous about researching their everyday products such as diapers and detergent, too. More than a fifth of them also research food and beverages, nearly a third research pet products and 39% research baby products, even though they ultimately tend to buy those products in stores, according to WSL Strategic Retail, a consulting firm.That has led retailers and brands to target customers via blogs, social-media sites such as Facebook and Twitter and campaigns on retail sites, in addition to in-store campaigns. Ms. Howell argues that consumers' careful research means the shopping trip now begins long before the shopper enters the store, so store-focused marketers have to move their efforts forward. Three years ago, just 10% of Saatchi X's in-store marketing projects included an online component, but now "almost 100% do," she says. Likewise, nearly 20% of the firm's revenue comes from digital work, up from less than 5% three years ago....
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- Spring '10