Influencing Purchases at the Shelf
By George Anderson
With traditional forms of media becoming less effective in generating store traffic and sales, retailers are increasingly looking to their own shelves as a means to influence consumer purchasing.
Tim McKenzie, executive vice president and director of sales and marketing at Vestcom, a manufacturer of shelf tags, told The Associated Press, “You’re in the store. You’re making a decision and they have the last chance to try to influence you to buy their product. It is where the industry is going in terms of trying to redirect advertising dollars to what they call the last three feet of the marketing plan.”
In an effort to make a greater impact at the shelf, Vestcom is developing a small prototype shelf level video monitor system that will show commercials between 10 and 30 seconds in length with the item’s price. The video monitors measure about four inches wide, according to the AP report.
Jack Taylor, a professor of retailing at Birmingham-Southern College in Alabama, sees promise in the Vestcom system although, he cautioned that stores will have to be mindful of going to far with the technology and irritating consumers.
Moderator’s Comment: Do you see opportunities for shelf level video systems to influence consumers’ purchasing decisions? What do you see as the pros
and cons behind such as system? –
George Anderson – Moderator
- As audiences shrink, retailers look to reach consumers
at the shelves – The Associated Press/The Journal News