The Power of Influence at the Cash Register

In-store marketing exerts a significant influence on consumer behavior and purchasing decisions in the last three feet of the shopping experience. The Smith Brothers' cough drop business in the 1800s was one of the first examples of exerting influence at the moment of purchase. Their smart marketing tactics, such as placing a sign asking shopkeepers to give customers a nickel in change, led to impulsive purchases of their cough drops. This approach, now known as 3-foot marketing, is applied in retail stores worldwide. It demonstrates the importance of strategically placing products and persuasive messaging near the cash register to entice customers.