Why managed media is the cornerstone of in-store brand communication

It seems that retail has, somewhat, come full circle over the past few decades. The in-store shopping experience started off with stock on shelf being the sole priority for shoppers and manufacturers alike. A simple, clean, well-lit, competently managed and heavily stocked store was the main mutual goal. It was, perhaps around the 'hypermarket' era of the mid '70s in South Africa, which retailers started thinking differently. Inspired by the French and American big-box store type 'hype' a decade prior, South African retailers slowly turned the shopping experience into a more immersive, carnival-style one. The premise being that in order to engage shoppers in a more meaningful way and increase sales, retailers would allow brands to flood the floor with a vast range of activity and point-of-sale material to attract attention to product and promotion (whilst earning a fat sum in exchange for the retail estate.) This extended, in its prime to live bands, boxing matches and beauty competitions being hosted in these retail spaces.
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