In-store marketing, a general term, encompasses various techniques such as promotional sales, tastings, demonstrations, and many others. It can be implemented by both brands and retailers, particularly during peak periods like Saturdays. These events, commonly organized in supermarkets, have a significant impact on sales. They are often managed by agencies specializing in in-store marketing. Sometimes, the retailer themselves takes the initiative, for example, to celebrate a brand anniversary.

Beyond points of sale, in-store marketing also includes activities designed to promote a product outside of traditional channels, such as trade shows, fairs, outdoor events, etc. For example, an innovative in-store marketing event featuring a robot can be cited as a classic illustration of this concept. To gain a deeper understanding of the issues related to this type of marketing, explanatory videos are available.