Malls have become the hub of consumer activity, and hence promotions in these malls are a crucial part of the marketing mix for any company. It is an effective means of selling brand identity. It uses various forms of display to entice consumers who are present in the mall or shopping area.
Apart from displays, interactive activities and games, designed within the framework of the brand identity, can be used to lure consumers and generate awareness about the brand.
In-shop promotions, though similar to mall promotions, occur inside shopping complexes and retail stores. Here, each brand is promoted, either with leaflets or fliers (using promoters to talk to consumers), or else, certain parts of the store are used to depict the brand’s selling points, and thus, consumers are lured