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    Study: In-Store Marketing Beats Traditional Ads

    End-aisle display are most engaging, shoppers say.

    By Kenneth Hein

    ATLANTA -- In-store marketing is more effective than traditional ads, according to Miller Zell's The Elements Report.

    Nearly a third (32 percent) of the 999 shoppers polled online in March said in-store marketing is very effective. Only 27 percent said the same about ads outside of the store.

    The survey, which is part three of the "Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers Series," found end-aisle displays the most engaging, according to 70 percent of those polled, followed by merchandising displays (62 percent) and department signage (58 percent). Ceiling banners and overhead mobiles have the least impact according to shoppers.

    Shelf strips (55 percent) and shelf blades (50 percent) have become more important marketing tools, especially among the Gen X and Gen Y consumers, who feel the more information the better. Overall, women and Gen Y were most influenced by in-store marketing efforts.

    "Understanding high potential shopper strike zones has become increasingly critical given the intensified battle for consumer loyalty and share of mind in-store," said D'Anna Hawthorne, strategy director at Miller Zell, a retail consultancy based here. The report was conducted by the National Research Network on Miller Zell's behalf.

    Nearly 70 percent of those polled called the in-store experience a ""make or break" scenario. While 65 percent of shoppers are making lists, brand decisions are still being made at the store according to 60 percent of respondents.

    Price is always a driving factor, but so too is messaging about product quality. Nearly half (46 percent) of those polled would like to see more in-store product comparisons, 42 percent would like more product quality information.

    Among all retail channels, consumers at drug stores were most influenced by in-store signage. This may be due to the complexity of purchasing medications and first aid items, the report noted.

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    By Kenneth Hein
    • About Kenneth Hein

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