A recent survey conducted by Colateral and Taylor Corp. reveals that while 97% of multi-location retailers in the U.S. and Canada express a desire to use technology for managing in-store marketing, only 14% currently utilise tools beyond email and spreadsheets. The findings highlight the challenges faced by marketing leaders, who often prioritise immediate crises over improving in-store marketing. However, the survey suggests a turning point where investment in enhancing in-store marketing becomes essential. Implementing technology solutions can yield cost savings, advanced campaign targeting, and localised material production, but it requires organisational changes across departments and store locations. Connecting the shop floor with corporate headquarters will require marketing-focused solutions that provide control, insight, and optimisation capabilities.

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