Ask and ye shall read.
Reader Scott S. from Tucson asked:
Paul, what do you think about Miller Zell’s research, “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers?” (Download)
I think I see the obvious: In-store advertising is more effective that out-of-store advertising. Among Miller Zell’s findings:
-Baby Boomers, as an example, still prefer product messaging (93% rated this very or extremely important) to price point messaging (86%).
-Shoppers are making brand decisions 60% of the time after entering the store.
-Across all age, income, gender and channels evaluated, in-store advertising was considered more effective that out-of-store.
No shockers here. But I saw something else. The survey notes that, “In-store digital signage has yet to hit the tipping point in terms of influencing unplanned in-store purchases, but it seems to be gaining some traction as it relates to planned purchases.
What this suggests:
-Digital signage must do a better job of telling a compelling story instead of just hawking products.
-The stories must show a stronger relationship between the manufacturer’s/third party’s brand and the retail brand.
When customers see third party signage of any kind in a retail environment, I believe there is an implied assumption by the customer that the retailer is “endorsing” this brand/product as something you should have. With digital signage, the ability to create a compelling story supporting this endorsement is significant. For that customer, it can mean choosing one product over another, or even one retailer over another.
But I don’t know the title means. I think they’re relating to their findings on end-of-aisle displays. Their survey showed that of the different types of in-store signage shoppers engage with during a store visit, 70% said they actively engage with end-of-aisle (endcap) signage. I have seen other research suggesting that endcap signage, particularly digital signage, has between two and three seconds to capture the attention of the traffic passing by.
Do you have a question for me? Contact me. I’ll answer it here. (Please provide your city as well.)
[...] Last week they published a new study, Gone in 2.3 seconds. This study, surveyed 1000 consumers about the influences on their purchase decisions, and concluded amongst other things that in-store marketing is very effective, and that more than 60% of purchase decisions are still made in the store. The study is certainly interesting, and I frankly agree with many of it’s conclusions. You can read more about the study at Ad Week or at the Experiate blog. [...]