Shoppers Get More In-Store

What kinds of marketing activity really make the difference for consumers? In a recent survey, 69 percent of those polled called the in-store experience a “make or brake scenario.” According to 60 percent of the respondents, brand decisions are still being made at the store despite the presence of a shopping list.

This week, Brandweek reported on the third part in a series for Miller Zell called, “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers.” The report found that the shopper experience is crucial to CPG brands. How Crucial? One-third of the shoppers polled said that in-store marketing is “very effective” versus 27 percent that said the same about other forms of advertising.

The report says that end-of-aisle displays (70 percent) are the most compelling, followed by merchandising displays (62 percent) and department signage (59 percent). The study found that women and Gen Y consumers were most influenced by in-store marketing efforts.

One Miller Zell exec called understanding high potential shopper strike zones as critical to win consumer loyalty and share of mind. One of these strike zones is product information. The story says, “Nearly half 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.”