A shopper is exposed to 1.6 pieces of in-store marketing material every second, and then looks at and engages with an individual display every three seconds.
That’s according to initial findings from the Marketing at Retail Initiative (MARI) Proof of Concept research from the trade association for the Retail Marketing Industry POPAI UK & Ireland.
The MARI study offers retailers, marketers and agencies the first ever opportunity for measuring impact, effectiveness and the effects on shopper engagement of in-store marketing materials, providing a scientifically substantiated retail marketing evaluation system.
With marketers continuing to question the effectiveness of traditional media channels measurement is still king. This is something which the retail marketing industry has struggled to provide, until now.
The Proof of Concept trial was designed to test the methodology of providing a comparative evaluation of in-store display material against above-the-line advertising leading to a set of metrics which can be used to plan, measure and monitor the effectiveness and impact of in-store advertising.
It showed the overall impact ratio for display material (a newly created metric showing the number of shoppers passing a display versus the number seeing it) was 13.5%.
The next step will be to extend the panel of brands and retail sponsors taking part in MARI to undertake a more comprehensive and continuous audit that will enable definitive ‘norms’ to be established to aid future in-store planning.
There are also plans to extend the research across other non-FMCG retail channels and incorporating additional factors such, as seasonality.
Other key findings include, opportunities-to-see (OTS), reach, frequency and visibility are all factors that are now measurable when planning and evaluating in-store advertising campaigns
It also demonstrated that stores have remarkable similarities between a number of key factors such as shopping time (exposure), traffic flow by day of week and hour of day.
POPAI UK & Ireland Director General, Martin Kingdon, said, “This study is truly unique, and is a major step towards establishing a new language for measuring in-store marketing effectiveness and is set to become a fundamental part of at-retail planning – giving everyone involved with the industry the tools they need to make a strong and irrefutable case for PoP to take its rightful place at the heart of the marketing mix.”
“To provide a robust Proof of Concept test it was vital to have strong representation from retailers and brands. This support allowed for a spread of categories to be researched within the major store groups selected.”
He added, “There is a genuine need amongst the leading UK brands and retailers for these metrics. Feedback from brands and retailers strongly suggests that they would use this currency on a day-to-day basis, if scaled.
“Scaling, although a significant step, may not need to be vast to provide adequate, timely and useable information. It has also defined the methodology, approach, data capture, analysis needs and reporting format for the future.”
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