Commentary
In-Store Media Significant Influence on Purchase Decisions
- by Jack Loechner , Staff Writer @mp_research, October 16, 2006
According to the latest Simultaneous Media Usage Survey by BIGresearch, as marketers seek new ways of increasing marketers' ROI by reaching and influencing consumers, In-Store media becomes a viable alternative. 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.
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,"
Adults 18+ Influenced Or Greatly Influenced By Media(percent of total) | |
In-Store Media | |
Product Sample | 52.4% |
Product Labels | 43.2% |
Shelf Coupons | 39.5% |
Special Displays | 35.5% |
Store Loyalty/Card | 33.1% |
Coupon on Register Tape | 28.4% |
In-Store Events/Contests | 28.1% |
Parking Lot/Sidewalk Events | 18.2% |
Floor Graphics | 12.5% |
In-Store TV | 10.9% |
In-Store Radio | 7.5% |
Source: BIGresearch,September 2006 | |
However, notes the study, the figures differ when analyzed by BIGresearch's Media Consumption Clusters, developed in cooperation with Northwestern University. They categorize consumers into unique clusters using media behavior only. Using the Independent Cluster vs. the Active Explorers, the message is clear concludes the study: 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 | 42.6% |
Read Product Labels | 36.8% |
Shelf Coupons | 30.4% |
Store Loyalty/Card | 26.1% |
Special Displays | 25.5% |
Coupon on Register Tape | 22.4% |
In-Store Events/Contests | 20.6% |
Parking Lot/Sidewalk Events | 13.2% |
Floor Graphics | 8.9% |
In-Store TV | 8.2% |
In-Store Radio | 5.6% |
Active Explorers | |
Product Sample | 66.3% |
Special Displays | 50.7% |
Read Product Labels | 50.3% |
Shelf Coupons | 49.9% |
Store Loyalty/Card | 44.9% |
In-Store Events/Contests | 37.2% |
Coupon on Register Tape | 36.8% |
Parking Lot/Sidewalk Events | 24.2% |
In-Store TV | 18.2% |
Floor Graphics | 16.9% |
In-Store Radio | 10.6% |
Source: BIGresearch,September 2006 | |
Measuring the influence of In-Store media upon the decision to purchase brands/products is a key element of the World Federation of Advertisers (WFA) Blueprint for Consumer Centric Holistic Measurement.
Additional information on BIGresearch's Media Consumption Clusters may be found on Complimentary Top Line Findings here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.