In-Store Ads Prove Most Effective
Point-of-Sale (POS)
April 2009 -- Retail strategy firm Miller Zell has conducted an online survey of nearly 1,000 U.S. shoppers to identify which in-store and out-of-store marketing communications get their attention and influence their purchase decisions.
Select findings from the March 2009 study, "Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers:"
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Across all age, income, gender and channels evaluated, in-store advertising was considered more effective than out-of-store advertising in raising product awareness and communicating product benefits (32% v. 27%).
- End-of-aisle signage is the type of signage that shoppers say they most actively engage with (70%). This is followed by merchandising displays (62%), department signage (58%), shelf strips (55%), and shelf blades (50%).
- In-store digital signage has yet to hit the tipping point in terms of influencing unplanned in-store purchases, but appears to be gaining some traction as it relates to planned purchases.
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Internet advertising seemed to have minimal impact on planned or unplanned purchases in-store.
Source: Marketing Charts, In-Store Ads More Effective than Out-of-Store, April 7, 2009.
