Organising a sales event in a supermarket is an excellent way of boosting sales, increasing the visibility of a product or brand, and strengthening the bond with customers. If well thought out, a sales event can stand out from the crowd in a competitive environment, while creating a powerful and engaging moment at the point of sale.
But to be effective, a sales event cannot be improvised. The target, objective, approach, duration, media… everything must be coherent and adapted to the world of mass retailing. Here is a complete guide to organising an effective sales event in a supermarket or hypermarket.
Summary
1. Define the objectives of your sales event
Before you even think about setting up your event, it’s essential to clarify your objectives. A sales event in a supermarket is only worthwhile if it forms part of a coherent marketing strategy.
The aim is not simply to occupy a corner of the sales area, but to turn this operation into a real lever for sales, brand awareness and customer loyalty.
Depending on the context, an event can be used to publicise a new product, boost sales during a key period, or generate traffic in a shop facing strong competition. It can also be used as an opportunity to meet consumers, to test their interest in a new offer or to validate a brand positioning.
As such, they are an excellent way of gathering useful information, enriching a database, or simply reinforcing your brand’s image.
The success of an event depends on the clarity of its intentions. A well-defined objective helps to structure each stage of the operation, mobilise the right resources and anticipate the expected results. This is not an isolated mission, but a strategic challenge that must be part of an overall communication or business development programme.
The success of a promotion depends on the clarity of its intentions. A well-defined objective makes it possible to structure each stage of the operation, mobilise the right resources and anticipate the expected results. This is not an isolated mission, but a strategic challenge that must be part of an overall communication or business development programme.
A well thought-out promotion becomes an effective solution for growing a customer base, enhancing an offer or even repositioning a brand in a context of dense distribution such as that of supermarkets.
Finally, laying the right foundations upstream also means giving yourself the means to measure the return on investment once the operation is over. This involves rigorous performance monitoring and a detailed analysis of the buying behaviour generated during the promotion. This is all valuable data for fine-tuning your future campaigns in shopping malls and elsewhere.
2. Choosing the right location at the right time
As part of an in-store marketing activation in a large retail environment, the choice of location directly influences the impact of the campaign. In-store promotions are essential for attracting customer attention, improving the shopping experience and boosting sales. It is not enough to be visible; the key is to capture attention without disrupting the customer journey or obstructing movement within the sales area.
The agreement of the department manager or store supervisor is usually required, and it is advisable to discuss the most suitable arrangements with them based on the layout and type of store.
The way your activation fits into the retail space should reflect your marketing plan. A well-positioned in-store campaign near the entrance, by the tills or in high-traffic areas can help increase the average basket size and maximise the visibility of your products.
It also has a significant impact on your brand image. A carefully planned and well-executed presence conveys professionalism and enhances the perceived value of your offering.
Timing is just as strategic. An activation on a Tuesday morning will obviously not deliver the same results as one on a Saturday afternoon. It is therefore crucial to understand peak footfall periods and schedule the launch of your campaign accordingly.
Festive seasons, school holidays, long weekends and market days often present ideal opportunities. Adapting your activation to these time slots allows you to better meet customer expectations and increases your chances of converting interest into purchases. For example, Pancake Day is a strategic time that can be used to drive sales and attract shoppers through creative in-store promotions.
All of these elements must be part of a coherent strategy. No matter how creative an idea may be, it will only be effective if it is implemented in the right place, at the right time and in line with store guidelines. This is where the true skill of a successful large-scale retail activation lies.
3. Adapt the format of the event to your target audience
There are many different formats for in-store marketing activations in large retail environments, each with its own specific features and advantages. To make the right choice, start by thinking about your target audience, your objectives and the image you want to convey. The goal is clear: to create an activation that captures attention, generates sales and enhances your sales space.
Here are a few classic formats to consider:
- Product tasting or testing with a brand ambassador: ideal for creating a sensory experience around a food or cosmetic product.
- Competitions with interactive kiosks or entry forms: great for encouraging interaction and collecting customer data.
- Creative or cooking workshops for children (or parents!): effective during family-oriented periods such as school holidays or festive seasons.
- Distribution of freebies or samples: simple but always appreciated for making a lasting impression and extending the brand experience beyond the store.
- Live demonstrations or expert presenters: perfect for technical or innovative products, helping to reassure and persuade customers in real time.
Each format can be adapted according to the context and your specific objectives, whether those are traffic, engagement, awareness or conversion rates. When chosen and executed well, in-store activations become powerful tools to support your marketing strategy.
4. Planning your in-store activation down to the smallest detail
The success of an in-store marketing activation in a large retail space depends above all on preparation. Every detail matters, a from the materials to the teams involved, and the need to comply with store policies. Good organisation not only helps avoid unexpected issues, but also maximises the impact of your activation on the sales area and the average basket size.
Before the activation, make sure to consider the following:
- Book your space in the store early enough to secure a prime location within the aisles.
- Brief your promotional staff: they should know the product, key messaging and any instructions regarding setup and customer interaction.
- Create eye-catching visual materials: posters, displays, banners – anything that grabs attention and strengthens your brand image.
- Plan your stock carefully: this includes products to sell, samples or promotional giveaways.
- Comply with hygiene and safety regulations, especially when offering tastings or interacting directly with customers.
This is also the stage where you should plan your measurement tools: tracking sheets, ROI data, photos, collected information, all of which will feed into your next marketing campaign.
5. Communicating before and during the activation
An in-store marketing activation should not be limited to what happens on the shop floor. Effective communication can enhance the customer experience by making interactions more engaging and memorable. When used wisely, it becomes a powerful lever for boosting brand image, increasing awareness and enriching your marketing strategy. The aim is to create a sense of connection, while maximising results through well-planned communication before, during and after the event.
It also presents a strategic opportunity to generate buzz around your brand. To do so, you can activate several communication channels to complement your physical presence in-store. Sustaining the effects of your marketing efforts is essential for meeting your sales or product launch goals.
Here are a few effective actions to take:
- In-store signage: promote the activation in the days leading up to it with visuals in the aisles or at the entrance of the shopping centre. This attracts the attention of regular visitors and sets the stage.
- Social media: share the event on the retailer’s accounts or your own digital channels. This is a great way to widen your reach. Think about posting appealing visuals, teaser content or live stories on the day.
- Targeted emails or SMS: inform your loyal customers using your database or that of your distributor. A simple, clear and engaging message can make a big difference and significantly increase footfall.
- Collaborate with local influencers: to generate word-of-mouth, partner with brand ambassadors or content creators who are active in your sector or region. Their presence or endorsement can draw in new visitors.
- Share live content: photos of the activation, customer reactions, demo videos – all content shared during the event can feed your communication efforts and build a closer relationship with your audience.
Through this approach, you show that your presence in large retail spaces is not limited to product placement, but rather offers a complete, engaging experience designed to spark customer interest both in-store and beyond.
To streamline the process, centralise registrations and customer data collection with a solution like Weezevent, designed to support every stage of your in-store marketing activation.
