News Brief
Retail Study: End Caps Rock, Banners Fail
Oct 26, 2009, 4:20 PM
A new study from Miller Zell finds that end caps - the end-of-aisle displays so favored by many consumer-product marketers - actually do have much stronger appeal than many other in-store displays.
The Atlanta-based retail consultancy reports that 70% of shoppers are influenced by end-of-aisle signage, while 50% are influenced by shelf blades and shelf strips. "Ceiling banners and overhead mobiles have the least amount of impact on consumer decision-making in the store environment," it says.
Perhaps even more significant is the overall importance of how stores look to shoppers: While people are still looking for lower prices, "the in-store experience continues to be a 'make or break' scenario for 69% of shoppers polled when selecting a store to visit." Drug store shoppers are much more susceptible to in-store messaging than grocery or mass merchandise shoppers.--Sarah Mahoney
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Hello Miller Zell-
Wonder if you included online advertising as a retail traffic-driving channel in your study?
I mean, in-store signage is useful and productive, but it makes sense to examine the most important advertising channel (online) that actually helps deliver consumers to the store in the first place, don't you think?
Matthew,
Digital has its place....but don't for a minute fool yourself into thinking that digital can come even remotely close to the impact of the store flyers, FSI's and ads in the weekend newspaper in delivering shoppers to those stores where they see those end cap features.
What aisle did you find the the Kool-Aid in?