It could be enough to turn Sir John Hegarty into a rage which would make the Incredible Hulk seem like Mahatma Gandhi, but point of sale marketing techniques such as gondola ends, shelf wobblers and take-ones are far more influential on shoppers’ purchasing decisions than any beautifully crafted TV, press or radio ad.
So say 80% of marketers, who rank PoS as far more influential than the more glamorous channels, which, according to a new study, proves the ongoing importance of physical stores, despite today’s omni-channel shopping experience.
That is according to the 2017 Point of Sale Industry Report www.creo-pos.com which surveyed 210 brand, marketing and retail executives from a cross-section of industries, including automotive, cosmetics, FMCG, food and drink and pet food.
Three quarters of marketers also indicated that between half and all of their campaigns are now driven by in-store shopper marketing strategies as more brands and retailers seek to directly affect shopper behaviour at the point of purchase, yet 44% of marketers fail to measure spend against a shopper’s path to purchase.
Rather depressingly, a whopping 82% of marketers are also failing to measure marketing ROI in an effective way, with access to data being cited as the stand-out barrier, followed by time pressures and the complexity of campaigns.
Richard Saysell, managing director of PoS specialists Creo, which is part of DS Smith, said: “In a world where we are all increasingly cynical and brands need to understand the interaction they’re having with their consumers across a fragmented network of touchpoints, shopper marketing strategies and point of sale has never been more relevant. The retail industry is evolving so understanding the in-store experience and how to influence behaviour beyond price is critical if brands are to stand out from the crowd.
“While the majority of marketers are clear about the power of POS and reflect this in their marketing spend, there seems to be a real gap in terms of measuring ROI and also understanding a shopper’s path to purchase”.
Boots print and distribution manager for instore marketing Andy Bodley added: “We are always looking at ways to improve the experience for our customers, whether its store layout, website design or greater flexibility of delivery options. We continually challenge ourselves about how we offer and display our products and services.
“Customers can access information through multiple touch-points, and it has never been more important to deliver a consistent message through the multiple channels available to us and then transform those in to a great ‘joined up’ customer experience.”
When asked about top trends for 2017, 77% of respondents believe personalised digital displays will be a permanent feature on the high street whereas interactive mannequins and in-store magic mirrors were deemed ‘a flash in the pan’.
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