With 60 percent of shoppers noticing up to five pieces of in-store marketing on their shopping journey, the value and effectiveness of in-store display and promotions are unrivalled in influencing shoppers at the point of purchase.
In-store POS (point-of-sale marketing) is still very much alive and well in the grocery industry, with supermarkets in particular being the largest users of POP (point-of-purchase marketing).
In the research Shop! ANZ conducted with Vypr, we found 88 percent of grocery shops are still conducted in-store, and when it comes to making a purchase, 47 percent of shoppers said that marketing influences their decision to purchase a product in-store.
Free-standing display units (FSDUs) far outrank all other forms of advertising as the most seen, with 80 percent of shoppers having their attention captured by at least one in a typical store visit, while aisle fins are noticed by 25 percent, end caps by 19 percent, and floor decals by 13.53 percent of shoppers.
While POP and retail marketing are traditionally considered quite physical and static, technology is increasingly acting as an enhancer. Traditional cardboard displays and signage are still the mainstay of supermarket merchandising, though these campaigns can often be elevated by digital elements.
For example, a QR code taking a shopper to recipes, or in-store media on an end cap – a medium which is popping up more frequently with the proliferation of Retail Media and digital in-store signage networks.
Other ways technology is being integrated are sales and consumer promotions that are gamified or linked to social media activations. Outside of the store on the pre-store segment of the path to purchase, we’re seeing a host of integrated campaigns that may start with an app or game, but can link to in-store media, displays, and promotions.
Voice commerce is also gaining in popularity, though its use is still somewhat limited locally as it lacks widespread uptake just yet, but we’re seeing some trail-blazing campaigns across the ditch linking the pre-store research and influence phase with pushing shoppers into the store to make their purchase, or complete online.
A couple of recent standout examples of marketing campaigns combining digital elements are Raydar’s Cadbury Try Time campaign for Mondelez and Farrimond’s Trumpet 60th Birthday Campaign.
Cadbury Try Time became the promotion that people planned their shopping around. Ahead of each All Blacks game, shoppers buying any Cadbury product could upload their receipt and be randomly assigned an All Blacks jersey number. If that player scored New Zealand’s first try in the upcoming match, shoppers instantly won a share of a guaranteed $50,000 prize pool. Closing before kick-off created urgency, anticipation and repeat store visits.
The campaign included illustrated packs, a limited-edition All Blacks block, POP displays, retail and social media, radio, and live Sky Sport integration to encompass the full shopper journey.
When Trumpet ice cream celebrated its 60th anniversary, it launched an immersive augmented reality (AR) experience, where consumers could unwrap a virtual birthday present linked to the Trumpet ice cream.
Key touchpoints included street posters, animated social media ads, in-store posters, and specially marked Trumpet ice creams, with prizes designed to enhance summer moments. And the campaign delivered with a 5.9 percent sales increase year on year, and more than 138,000 virtual presents unwrapped and 2892 prizes awarded.
Trumpet saw improvements in brand awareness, consideration, and leadership, maintaining its 90 percent market share in the competitive ice cream sector.
Carla Bridge is General Manager of Shop! ANZ, the only dedicated industry association for retail marketing in New Zealand and Australia. For more information visit www.shopassociation.org.au
