All Thumbs pp 123-137 | Cite as

Impulse Buy!

Retail Shelves Come Alive
  • Michael Dru Kelley


There is probably no older form of marketing than that found within the four walls of a retail establishment or immediately outside it. The industry has worked actively to evolve retail marketing, whether conceiving novel marketing plans like in-store TV networks (that have really never taken off) or floor decals in front of shelves telling you about a new product (other than peripheral vision, does anyone really look at the floor while shopping?). Regardless of their limited success, these channels certainly command new forms of shelf and marketing allowances from vendors primarily due to the increase in product competition. However, mobile may just be the most innovative opportunity for retail, shelf, and product marketing from advancing sales to customer loyalty.


Mobile Activation Shopping Trip Mobile Experience Mobile Campaign Brand Ingredient 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Michael Dru Kelley 2014

Authors and Affiliations

  • Michael Dru Kelley

There are no affiliations available

Personalised recommendations