In-store ads and marketing tend to be more effective than traditional ads, according to recently released "The Elements Report," conducted by the National Research Network. Nearly one-third
of the 999 shoppers say that in-store marketing is "very effective," compared to 27% who say that about ads living outside of the store. Overall, women and Gen Y consumers were most influenced by
in-store marketing efforts.
The report, which polled people online in March, found that the shopping experience is crucial for marketers. Almost 70% of shoppers called the in-store
experience a "make or break" scenario. Brand decisions are still being made at the store, according to 60% of respondents.
"Understanding high potential shopper strike zones has become
critical given the intense battle for consumer loyalty and share of mind in-store," says D'Anna Hawthorne, strategy director at consultancy Miller Zell, which commissioned the survey. Among all the
retail channels, consumers at drug stores were most influenced by in-store signage.
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