Effective In-Store Messaging:
A Best-Practices Guide From Vestcom

In-store is where intent turns into action. As retailers expand on-shelf media and digital surfaces, brands need practical guidance that enhances, not disrupts, the trip. This guide distills what works inside the store, combining insights from analyzing thousands of campaigns with a fresh U.S. shopper study to help teams design simple, high-impact messages that drive measurable results.

Inside you’ll learn:

• What to say: The message types that move shoppers, from top-performing promotion types to brand messaging that resonates, with best-in-class examples.
• Where to say it: The zones that work hardest across “the decision belt” of the store and how to design fit-for-purpose messaging to match the touchpoint.
• How to make it work: Four creative rules for clarity and action, smart digital connections (QR code/mobile app), and a best-in-class approach to measurement & optimization.

Download the guide to benefit from actionable tips and best practices to optimize your in-store presence and deliver consistent, incremental results.