Theatrical merchandising involves staging products or services in a way that sparks interest and encourages impulse purchases. This practice can be focused on a specific product or extend to a store’s entire offering. When it aims to create an atmosphere conducive to buying and to present products in a particular context, it is generally referred to as experiential merchandising. For more details and concrete examples of these marketing strategies, please refer to the definitions provided earlier.

A concrete example of combining theatrical merchandising and highlighting products for Valentine’s Day in supermarkets: