Digital signs, video screens, mobile applications, electronic shelf tags, coupon machines, banners, danglers, self tags, and floor graphics scream at shoppers each and every trip into today’s retailer supermarket. The business model of each one is predicated on gaining the attention of the thousands of shoppers that move through a large retailer store each week.
But what many of the proponents and pundits of in-store media fail to recognize is the mind set of their target audience, the in-store shopper. These mission-driven individuals are NOT in the store long enough (13 minute average trip length for average supermarket trip*), to absorb and interact with the plethora of messages, signs, shelf tags, kiosks, and sampling stations that frequently populate the aisles of many stores. In fact, only 18% of those thirteen minutes are spent in the supermarket’s center store. Shoppers are there to shop, period.
With that in mind, to have any chance of engaging a shopper, media must be intrusive, concise, and help the shopper make a purchase decision. Simply stated, the media and the content must be convey the name and benefits of the product, the price the shopper pays and the amount the shopper is saving, if discounted.
Key to implementing effective in-store media is having an in-store media plan in place. Layering programs on to other programs for the purpose of receiving revenue-sharing checks from third party media providers does not lend itself to success. Too many signs or messages dilute the impact of the entire effort.
It is also important to think as if you were a shopper. What is the most effective in-store media to help shoppers make quicker and better decisions. There is no benefit, none….of attempting to keep the shopper in the store longer than they want to be. Its all about “spending productivity, that is the pace of which they are making purchase decisions and placing items in their cart of hand basket.
If your in-store media is effective, it will not only produce incremental sales, but also make the shopper’s journey through the store more efficient. To a shopper that translates into getting everything they are looking for, and perhaps a few additional items in the shortest amount of time possible. To that point, retailers who are truly interested in optimizing the media that place in their stores should view it holistically by inviting shoppers to provide feedback as to their ability to find find what they want in an efficient way.
More to come on the topic…..