How to Make Your Brand Stand Out to In-Store Shoppers

In-store marketing has always been a high-stakes game. It's the final moment in the path to purchase, where countless dollars in brand investment either convert or fall flat.

But in today's retail landscape — defined by tighter store policies, shifting consumer habits and increased digital distractions — standing out in-store is more challenging than ever.

The good news? It's also never been more important, or more full of opportunity, for brands willing to rethink how they show up.

The Modern In-Store Challenge

Gone are the days of cluttered endcaps and overflowing branded bins. In their place, we're seeing more retailer-branded displays, stricter point-of-sales guidelines and mounting operational and labor pressures. 

As a result, retailers are giving less space and flexibility to individual brands. Many have scaled back secondary displays or now require brands to manage setups through third-party vendors — all while activation windows have become shorter and more competitive.

At the same time, shoppers are different now. They're more value-conscious, more intentional and often more rushed. They walk in with a digital list, curated offers from loyalty apps and a mental filter for ignoring the noise. Simply put: Attention is harder to earn.

Yet in-store remains a critical battleground. More than 70% of purchase decisions are still made in-store, according to Numerator. The opportunity is there — but to capitalize on it, brands must evolve.

What It Takes to Win in Today's Aisle

Here are five strategies forward-thinking brands are using to turn in-store marketing challenges into lasting competitive advantages:

1. Focus on simplicity and stopping power.
   In a sea of visual noise, simplicity wins. Strong branding, bold visuals and clear messaging that can be understood in three seconds or less are essential. Your display should answer: "Why should I care?" without requiring shoppers to think.

2. Design for the entire store journey. 
   Don't limit your thinking to the shelf. From entryway signage to digital price tags and checkout lanes, every touchpoint is a chance to reinforce your message. Cohesive campaigns that show up across multiple zones increase brand recall and conversion.

3. Activate with purpose, not just presence.
   In-store events, sampling or demonstrations still work — when they're intentional. Tie activations to relevant moments (like back-to-school or wellness season) and offer real value: Quick tips, taste tests or instant savings or rewards. Make the experience worth the stop.

4. Partner with retailers, not just placeholders.
   Retailers are more open than ever to co-branded campaigns that add value to the shopper experience. Approach them with data, ideas and a plan that shows how your activation supports their goals — from basket size growth to shopper retention.

5. Bridge in-store with digital.
   Use QR codes, loyalty program tie-ins and mobile prompts to extend the story beyond the shelf. Today's most effective in-store campaigns create a bridge to recipes, rewards or exclusive content, continuing engagement after the purchase.