Time to re-think your point of purchase communication!
14 October 2016
him! research shows that an astounding 2-in-3 shoppers don’t notice ANY point of purchase signs in convenience stores. That’s 21 million shoppers, every year, who are ignoring what you’ve got to say!
Why aren’t they paying more attention to what you’ve got to say? Good question!
Much of the shopper marketing knowledge and best practice for point of purchase communication comes from extensive research into the supermarket environment. Suppliers and retailers have spent a lot of time and money understanding the larger retail stores and many are, understandably, simply transferring this best practice to smaller Convenience stores.
So why isn’t it working? Put simply, people shop these two retail environments very differently.
- You have less time to communicate - a convenience store shopper spends on average 5 minutes in-store; 1-in-3 want to be in and out as soon as possible. That means decisions are often made in mere seconds!
- They are less open to influence – a whopping 8-in-10 shoppers enter a convenience store convinced they will only buy the items on their ‘list’ (whether that list is paper, smartphone or in their head.) We know that the smaller the intended basket size, the less likely shoppers are to buy on impulse. Many tactics used in Supermarkets simply don’t cut it in this retail environment.
- They’re stuck in ‘auto-pilot’ mode - did you know UK adults visit their local convenience store 200 times a year? Imagine zombies heading straight for the shelves they always visit, and the products they always buy. A pretty dump bin in their way isn’t necessarily going to change their mind! You need to know how to interrupt and inspire them to shift out of ‘auto-pilot’ and into the more lucrative ‘active-buying’ mode.
Simply put, retailers and suppliers need to work smarter in the Convenience environment. Cluttering a store with more and more point of purchase communications is obviously not the way to go, especially one that’s under 3,000sq ft. To work smarter, you need knowledge and understanding based on shoppers shopping in a CONVENIENCE or small store environment; Supermarket based research and data just won’t cut it, the communication needs to be different. That’s why 2 out of 3 shoppers who walk into a convenience store are not noticing all that beautiful POP signage you sweated time and money over.
him! are excited to be working with POPAI (Point of Purchase Advertising Institute) to develop a new research based solution which will help. Find out more here and register your interest below – we’ll keep you up to date with how the pilot research is progressing.