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ATLANTA -- The way consumers respond to in-store promotional messages and media is changing, with traditional media not necessarily as effective as it once was, according to the results of a poll by Miller Zell Inc. that surveyed 999 shoppers shortly after they completed a shopping trip.
While 91 percent of all shoppers said they make unplanned purchases, the effectiveness of promotional messages depends on the age of the shopper, as well as whether or not the message is found inside the store or outside the store, the survey revealed.
More shoppers (32 percent) said in-store signage is "very effective" compared to out-of-store advertising (27 percent). Compared to other shoppers, though, Generation Y shoppers (born between 1982 and 2003) are more likely to say both indoor and outdoor advertising is "very effective."
What's more, price-point message at the shelf is age-sensitive, the consulting firm found. Baby Boomers (born between 1943 and 1960), for example, prefer product messages (93 percent rated this type of message very or extremely important), compared to price-point messages (86 percent.)
The recession has more consumers (65 percent) making shopping lists before they go to the store, but Miller Zell found shoppers are making brand decisions 60 percent of the time after entering. More shoppers (70 percent) are engaged by end-of-aisle signage than merchandising displays (62 percent), department signage (58 percent) shelf strips (55 percent) or shelf blades (50 percent.)
For more on this study, see Barbara Grondin Francella's Consumer Trends column in the upcoming June 22 issue of Convenience Store News.
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