Are Grocery Shoppers Tuning Out In-Store Media?
Through a special arrangement, presented here for discussion is a summary of a current article from the Mark Heckman Consulting blog.
Digital signs, video screens, mobile applications, electronic shelf tags, coupon machines, banners, danglers, shelf tags, and floor graphics scream at shoppers each and every trip into today’s retailer supermarket.
But what many of the proponents and pundits of in-store media fail to recognize is the mindset of their target audience, the shopper.
These mission-driven individuals are not in the store long enough (13 minute average supermarket trip length, according to the 2012 Video Mining Mega Study) 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 percent of those 13 minutes are spent in the supermarket’s center store. Shoppers are there to shop, period.
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 convey the name and benefits of the product, the price the shopper pays and the amount the shopper is saving, if discounted.
An in-store media plan must also be 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 like 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. It’s all about "spending productivity" — the pace at which they are making purchase decisions and placing items in their cart or hand basket.
What is the key to sorting out the best options and making in-store media work in retail environments? Which in-store media technologies do you see working and not working in grocery stores?