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In-store Communication: What Shoppers Really Want.
It’s hardly surprising that in-store advocates have long preached that the tried and tested techniques of the traditional marketing campaign are no longer enough to motivate customers. Citing better access to information about products, fragmentation of traditional media channels, and built in resistance to marketing messages, and the rise of the mighty hypermarket in-store advertising takes on a whole new lustre. And now finally, it’s more than talk. There’s proof!
In an extensive study undertaken by Miller Zell, leading strategic retail consultants and specialists who are based in Atlanta, surveyed 1000 consumers to determine elements that influence and inspire purchase behavior. Not content with merely comparing in-store communications with out of store media, the study also analysed the importance of location, message preferences, and impulse buying by gender and life-stage and life-style.
In comparing in-store media with out of store media 32% of shoppers rated in-store media as very effective compared with only 27% for out of store media. In terms of media engagement 70% actively engaged with end of aisle signage, 62% with merchandising displays, 58% with department signage, 55% with shelf strips, and 50% with shelf blades.
In analysing shopper reaction to information, Craig Apatov EPV Chief Marketing and Client Strategy Officer and John Wilkins Sr. Director Strategic Marketing made an important distinction between shoppers and consumers. Not only do shoppers make buying decisions for other consumers and serve as gatekeepers, but they also rely on visual clues and signage to identify preferred products. A mother seeking to buy a new confectionary product that she has been told about by her child but is not herself familiar with actively looks for information to ensure she makes the right selection.
In terms of planning their spending, 91% of consumers made unplanned purchases. 51% of shoppers made unplanned purchases in-aisle compared to 30% who impulse purchases at end caps.
Price conscious consumers have always looked for bargains, so it was not surprising that the study revealed that 70% of shoppers were influenced by price reductions on planned items. Younger shoppers who pay more attention to price prefer to see information about price comparisons, while older shoppers indicate a preference for information about product quality.
On the whole the study confirms what in-store media managers and specialists have been saying for some time. The difference is now there is data that actually backs it up. So the next time you’re trying to make a decision about your campaign remember, in-store could tip the balance in your favour.
This article is written from information contained in Gone in 2.3. Seconds: Capturing Shoppers with Effective In-store Triggers sourced from Miller Zell. To view the original report kindly go to: http://www.millerzell.com/pdf/mz_capturing_shoppers.pdf |
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