In-Store Marketing Beats Traditional Ads

Oct 20, 2009

- Kenneth Hein

In-store marketing is more effective than traditional ads, according to “The Elements Report” released today (Tuesday). Nearly a third (32 percent) of the 999 shoppers polled online in March said that in-store marketing is "very effective." Only 27 percent said the same about ads living outside of the store.

The report, which is part three of the “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers Series,” found that the shopping experience is crucial for marketers. Sixty-nine percent of those polled called the in-store experience a “make or break” scenario. While 65 percent of shoppers are making lists, brand decisions are still being made at the store, according to 60 percent of respondents.

End-aisle displays are the most engaging according to 70 percent of those polled, followed by merchandising displays (62 percent), and department signage (58 percent). Ceiling banners and overhead mobiles have the least impact.

Shelf strips (55 percent) and shelf blades (50 percent) have become more important, especially among the Gen X and Gen Y crowds, who feel the more information the better, per the report. Overall, women and Gen Y consumers were most influenced by in-store marketing efforts.

“Understanding high potential shopper strike zones has become increasingly critical given the intensified battle for consumer loyalty and share of mind in-store,” said D’Anna Hawthorne, strategy director at Miller Zell, a retail consultancy. The report was conducted by the National Research Network on Miller Zell’s behalf.

While price is always a driving factor, so is messaging about product quality. Nearly half (46 percent) of those polled would like to see more in-store product comparisons, 43 percent would like more details, and 42 percent would like more product quality information.

Among all of the retail channels, consumers at drug stores were most influenced by in-store signage. According to the report, this was likely due to the fact that purchasing medication and first aid items is a more complex process.