In-store displays matter for influencing shoppers
Retail operations have been increasing competition with their online counterparts for the same customers. However, one demographic that's not dismissing brick-and-mortar retailers anytime soon is the grocery shopper.
According to new research from Point of Purchase Advertising International, an association for retail marketing, 76 percent of grocery shoppers are making decisions in-store.
Shoppers are reportedly using in-store marketing and branding cues to help them make decisions. The study reports that retailers that fail to implement marketing cues their consumer base will respond to risk pushing shoppers to other retailers and shops that can perform better.
The research identified four further key findings about today’s shoppers compared to those of the past. One of the most important things to do is for retailers and companies to put their brands "on display."
"If you're not utilizing in-store marketing to put your product on display you're likely losing out in the battle at the shelf to get your product into the shoppers basket," the study reports. "The study found that nearly 1 in 6 brand purchases are made when a display with that brand is present in store."
Additionally, retailers should investigate the array of options open to them to enhance their retail merchandising initiatives. The study suggested that retailers try placing product displays in secondary locations – 60 percent already do so – or working with marketers to create unique branding materials.
The creation of compelling content can do more than make the retailer stand out – it can transform floating shoppers into targeted buyers. Compelling and valuable displays can turn subconscious messages into active memories. In fact, 56 percent of shoppers said they recall creative in-store displays.
Finally, retailers should keep their point of sale software up-to-date, as the study reports that shoppers who use debit or credit cards are more susceptible to impulse purchases. On average, 57 percent of shoppers spend more than they plan to, while those who "overspend" when making an impulse purchase do so by 200 percent.
"The findings from POPAI's 2012 Shopper Engagement Study clearly tell us that as in-store and shopper marketing professionals we have some areas for opportunity and improvement," said Richard Winter, POPAI president. "[This] study underscores the importance of planning the in-store experience to win over shoppers where it matters most – the point of purchase."
However, retailers should not fail to pay attention to technological trends, as they can offer creative places for cross-promotions.
