In-store communication via digital media

Along with recent advances in information and communication technologies, the critical role played by retailers in marketing channels has led to substantial changes in the communication flows of companies operating in the consumer goods markets. Both manufacturers and retailer companies are, in fact, increasingly allocating resources to in-store communication, recognising the enhanced effectiveness of this marketing activity. In this context, the aim of this entry is to highlight the key characteristics of in-store communication, with particular emphasis on the contribution made by current digital media to corporate communication strategies.