Convenience Display Effectiveness Study - Playing the Brain Game

The average adult’s brain generates 70,000 thoughts per day as it helps us to cope with the world around us, keep us alive and wonder about what’s for dinner that night. Luckily, our brains have also developed safeguards to ensure that we don’t have to process all those thoughts every day, as otherwise, we wouldn’t get anything done!

Humans have three independent yet interconnected sections in our brain:

The Reptilian section

  • This is our primitive brain and the oldest in terms of our evolution – in essence it’s the part of a brain that deals with “flight or fight”

The Limbic section

  • This is the softer part of our brain (metaphorically speaking) and is control of our feelings and emotions

The Neo-cortex section

  • This the most evolved section of our brain and represents our consciousness – our sense of self

So what’s all this got to do with shopping in a convenience store? Well, for something that you may consider a mundane necessity for the average human is in fact a magnitude of complexity for the their brain. On top of the 70,000 thoughts already running through your head, you’ve got to remember your shopping list, navigate a store, find your products, perhaps even keep your children entertained and also find where you’ve put your wallet when it comes to pay.

Grocery shopping is tricky work for your brain. Even more so when shopping in a convenience store. Let’s look at the facts.

Convenience comparison table

It’s quite common to be seen as ‘shopping on autopilot’ when in a convenience store. The key challenge then for retailers and suppliers is to crash this autopilot and disrupt the shopper’s typical, natural tendencies. Effective in-store communication is a fundamental tool in any brand’s armoury when it comes to influencing the behaviour of shoppers at the point of purchase. Effectively tapping into the reptilian brain to grab their attention and generating an emotive response through the limbic section ultimately will mean your products end up in their baskets more often than not.

So what does ‘effective communication’ in a convenience store look like? It’s a relatively simple question that, as you may have realised, requires a complex solution to answer. At HIM we have teamed up with POPAI for a ground breaking piece of research that aims to do just that. Through using the latest vision tracking technology, alongside detailed store mapping and robust shopper interviews in the moment of truth, we will provide – for the first time – the definitive guide to delivering effective in-store communications in convenience.

We will determine the performance and impact of in-store display material on shoppers FOR YOUR CATEGORY in the convenience channel through 4 key metrics:

Key metrics of effective display communications in convenience

The convenience shopper’s brain is complex but our ground-breaking insight aims to keep it simple.

For more information on our exclusive work with POPAI and the brand new Convenience Display Effectiveness Study please contact us at info@him.uk.com or fill out the form below.

 



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