Marketers may be overlooking one of their most powerful channels: the store itself. According to new
research from Vestcom, an Avery Dennison company, in-store messaging influences shoppers to try new products three times more effectively than digital advertising, and 72% of shoppers report making unplanned purchases based on in-store marketing.
The findings, released in Vestcom’s new Effective In-Store Messaging Guide, are drawn from a survey of 2,000 U.S. consumers and thousands of real in-store campaigns. The report urges brands to rebalance media budgets in light of what Vestcom calls the “impulse economy.” That’s where the majority of purchase decisions are made in real time, inside physical stores that see roughly 30 million grocery visits every weekday.