In this new, powerful age of marketing, practitioners would do well to keep an old phrase in mind, "Simply saying it doesn't make it so." Specifically, if your organization has said something, don't assume shoppers have heard it and will be motivated to make a purchase -- regardless of your marketing and technology prowess.

It's true we can now define, target and reach audiences like never before. Still, efforts will fail if we are unable to engage the shopper at the in-store and point-of-sale levels. Unfortunately, as retail store environments grow, getting the messages across you want to be heard can be harder. That's why you need to conduct a behavioral intervention, one aimed at moving your focus from messaging to action.

Retailers want minimal brand noise on-site. Further, measurement tools like those used to gauge the impact of display media, often have proven inaccurate, considering only a sliver of the communication that's taken place. There are lingering pandemic concerns and new ones arising over sustainability. Also, many people are reluctant to stay in crowded stores long, while others believe cardboard and plastic-heavy displays waste resources and harm the environment.

Amidst this clutter, retailers can draw attention to their carefully crafted messaging with something that's always heard no matter how loud the voices -- personal experience. Really understanding shopper behavior can help you intervene at the right time and positively influence outcomes. In fact, smaller innovations are often the easiest for obtaining shopper buy-in. The following looks at ways in which retailers are changing in-store behavior.

While a company can spend more to become "louder" than competitors, returns will eventually diminish and lead to loss. The innovative approaches above are far more effective than any claim or prompt could ever be. Further, they influence the customer experience at the right time -- when they're in the store and making decisions.

Actions speak louder than words. This is why customers are attracted to these engaging, new displays and presentations. Not only do they get to truly feel a brand's message in action, their relationship with a retailer grows stronger. As businesses become more digitally savvy, we'll see more innovative on-site shopping experiences, raising the bar for performance and creating a path to the future