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In-Store Ads Attract Women, Gen Y

  • Brandweek, Thursday, October 22, 2009 12:49 AM

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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