The Impact of Display and Brand Messaging
Can anyone prove in-aisle POP display and advertising affects shopper decision making resulting in better sales? One recent study discovered that it does indeed.
The Shoppergauge Case Study by RockTenn Shared Services, LLC gauged the impact of display and brand messaging on the cereal category. It was conducted using the ShopperGauge® in-store behavior monitoring system and ShopperGauge® analytics. This system helped monitor shopper behaviour such as time spent in the aisle and in attending the display. This is great info for any POP marketer.
The goal of this project was to gauge whether in-line display and messaging increases brand and category sales and achieves acceptable ROI. The test was conducted over a 3 week period.
The Premise of the study is that a relevant, impactful shelf message, combined with a highly visible fixture would engage shoppers more so than the existing shelf set.
The Setting: A common supermarket/grocery store with the usual categories arranged in a fairly typical easy to shop store layout of aisles.
The Display section was a cut-in 8’ “Smart Showcase” section containing General Mills products with a corresponding floor sticker below, as shown in this before after pic.
The Study Findings
The new display fixture attracted the attention of more shoppers, increasing aisle traffic, shopper engagement, and conversion. Out of 46,000+ shoppers, 9,756 travelled through the aisle for an average of 23 seconds. 14.3% stopped at the display and 46.5% of those actually bought a general mills product.
During the study period, 3% more traffic went to the aisle, the number of shoppers stopping for at least 8 seconds at the display increased 180%. The number of people being “engaged” in the display rose from 500 shoppers to 1,400 shoppers. Sales of General Mills products grew 17.2%.
The value proposition in display messaging that used “Wholegrain Goodness” produced 26% more healthy cereal transactions. They discovered the bottom shelf had the highest sales rate with 26% of all sales. The 2nd shelf had 15% of sales and the 3rd shelf brought in 18% of sales. Overall brand revenue increased 17%.
The study appears to validate the value of POP display in retail stores. Keep in mind, that the display could have been augmented with gondolas, and floor displays for even greater visibility. From the picture you can tell the section is easily viewable, however the old tactic of physically impeding traffic so common in retail stores today isn’t used here. Additional displays would have increased shopper attendance.
Is your POP strategy needing an injection of enthusiasm, technology, and support? Check out the POP display packaging design services of Ravenshoe Packaging. How can it hurt to discuss the possibilities with a company that can bring it all together for a great price?