As marketers seek new ways of increasing ROI by reaching and influencing customers, in-store media becomes a viable alternative, according to the latest Simultaneous Media Usage survey by BIGresearch.
The study found that product sampling topped the list as the most influential of stored media options, followed by reading product labels and shelf coupons.
| Adults 18+ Influenced Or Greatly Influenced By Media (percent of total) |
| |
| In-Store Media |
| |
| Product Sample |
52.40% |
| |
| Product Labels |
43.20% |
| |
| Shelf Coupons |
39.50% |
| |
| Special Displays |
35.50% |
| |
| Store Loyalty/Card |
33.10% |
| |
| Coupon on Register Tape |
28.40% |
| |
| In-Store Events/Contests |
28.10% |
| |
| Parking Lot/Sidewalk Events |
18.20% |
| |
| Floor Graphics |
12.50% |
| |
| In-Store TV |
10.90% |
| |
| In-Store Radio |
7.50% |
| |
| Source: BIGresearch |
| |
However, the study shows that the figures differ when analysed by BIGresearch’s media consumption clusters, developed in cooperation with Northwestern University.
These categorise consumers into unique clusters using media behaviour only. Using the Independent Cluster v the Active Explorers, the study makes clear that one in-store medium does not fit all.
Special displays rank 2nd with Active Explorers and 5th with Independents. Product labels are 2nd with Independents and 3rd with Active Explorers. The Independents’ intensity of influence is lower across the In-Store media in comparison to the average consumer and the Active Explorers.
| Independent Cluster vs. Active Explorer Cluster differences. (% of Adults 18+ Influenced Or Greatly Influenced By Media) |
| |
| Independents |
| |
| Product Sample |
42.60% |
| |
| Read Product Labels |
36.80% |
| |
| Shelf Coupons |
30.40% |
| |
| Store Loyalty/Card |
26.10% |
| |
| Special Displays |
25.50% |
| |
| Coupon on Register Tape |
22.40% |
| |
| In-Store Events/Contests |
20.60% |
| |
| Parking Lot/Sidewalk Events |
13.20% |
| |
| Floor Graphics |
8.90% |
| |
| In-Store TV |
8.20% |
| |
| In-Store Radio |
5.60% |
| |
| Active Explorers |
| |
| Product Sample |
66.30% |
| |
| Special Displays |
50.70% |
| |
| Read Product Labels |
50.30% |
| |
| Shelf Coupons |
49.90% |
| |
| Store Loyalty/Card |
44.90% |
| |
| In-Store Events/Contests |
37.20% |
| |
| Coupon on Register Tape |
36.80% |
| |
| Parking Lot/Sidewalk Events |
24.20% |
| |
| In-Store TV |
18.20% |
| |
| Floor Graphics |
16.90% |
| |
| In-Store Radio |
10.60% |
| |
| Source: BIGresearch |
| |
Joe Pilotta, VP of Research, says “The store is a medium of communication. Customers consume In-Store media. They are not merely exposed. The old type of marketing was to slip in gross rating points (GRPs) as a surrogate for purchasing. Today consumption of media means the media has relevance and influence on a purchase decision.”
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