The store is a critical touch point to reach and influence consumers. 76% of all purchase decisions are made in-store, and 68% of all in-store purchases are impulse driven. So the store’s potential to create impressions and build brand equity is tremendous, and it should be thought of like any other marketing media.

Each week, 127 million customers visit Wal-Mart. That’s compared to 68 million people who watch ABC, CBS or NBC evening news. The store is filled with engaged con-sumers in “shopping mode,” already thinking about and pre-disposed to making purchases—a marketer’s dream come true.

However, brand marketers know that this dream can easily turn into a terrible nightmare when their in-store programs aren’t executed correctly or at all.