In-Store Media

* Shopper marketing is the number one activity

73% percent of manufacturers and 86% of retailers rank shopper marketing as the number one activity that delivers a meaningful return on investment (Source: Deloitte/GMA).

    * Retail beats TV as an awareness driver of packaged goods

Research shows that retail beat TV as an awareness driver of packaged goods by a 50% to 36% margin across six countries (U.S., Canada, U.K., Germany, France and Italy), indicating that supermarkets are becoming the consumers most powerful communicators. (Source: Nielsen)

    * Dominance outside the store does not guarantee you sales In-Store

Ogilvy Action research shows how a leading, high-spending confectionery brand performed strongly in terms of brand recognition and intent to buy - 25% of shoppers named it as their intended purchase - however, it lost out to smaller brands In-Store among some consumers. Clever In-Store advertising gave smaller brands the chance to 'hijack' these shoppers and capture their spend.

    * Threat of private label goods

Recent research by Nielsen in Ireland predicts a three-fold increase in sales of private label goods from 9% in 2005 to 28% by 2012. Established brands are under attack and they need to focus more on the point of purchase, the place where up to 70% of buying decisions are made (Source: POPAI).

    * Differentiate your brand In-Store

Large FMCG companies have begun to realise that all of their advertising and brand building exercises outside the store can count for very little if they don’t put equal emphasis and focus on In-Store media. While good In-Store advertising should continue to communicate the brands core personality, it also needs to be that bit more aggressive, differentiating the brand and giving the shopper a good reason to choose the advertised product over its competitors.

    * Close the sale

In-Store advertising is all about closing the sale. Good In-Store advertising should act as the brands sales person, differentiating and justifying the brand at the point of purchase.