Insight: Effective sales promotions must focus on the consumer, not the product. Too many in-store marketing initiatives are still centered on price when consumers respond more to excitement, involvement and emotional cues.
Opinion: The Internet competes with retail, but retail has the advantage if the consumers get unique information and hands-on experiences unavailable anywhere else.
Watch for: General-market stores becoming a series of mini-destinations within the whole, incorporating multiple specialty store environments to appeal to multiple aspects of individual consumers.
Tip: Marketers designing in-store promotions need to tap all five senses. Sound effects, smells and tastes can be integrated into sales promotions through creative displays and live sampling.
Prediction: Retailers that thrive in the next five years will be masters of "shoppertainment," giving consumers a good price and an entertaining experience.