Shopper Marketing - April 2017 - 139

"Generation Z expects technology to be
intuitive, relevant and engaging - their last
great experience is their new expectation."
- Steve Laughlin, IBM General Manager of Global
Consumer Industries

A recent IBM report called "Uniquely Generation Z" defined a number of key behaviors for
this consumer group, which comprises those
born in the mid-1990s, now between the ages
of 13 and 21, and the youngest consumer
group, coming up on the heels of millennials:
* 98% still prefer to make purchases in brick-

and-mortar stores.
* More than 70% of surveyed Gen Zers say
they influence family decisions on buying
furniture, household goods, and food
and beverages.
- IBM, "Uniquely Generation Z, What brands should know about
today's youngest consumers"

In-store displays can generate interaction and engagement, activating millennial
shoppers who report that they may shop
online less if there were more displays
engaging them in-store.

Ample Opportunity Awaits
Among Broader Population
Undoubtedly millennials make for a great
opportunity, but a look at the broader
population points to ample opportunity to
build a presence and a demand for in-store
merchandising.

Displays Work!
* 1/3 of grocery shoppers who shop
in-store also shop online for
groceries
BUT displays may help keep them
in-store!

* 1/3 say displays make shopping
more fun

* 20% say if there were more displays,
they would be less likely to shop
online for groceries

* 70% recall seeing an in-store display
on their latest grocery shopping trip

Survey results show that well-designed,
dynamic in-store displays do significantly
impact shopper behavior.
Shoppers today are used to messaging
coming at them from many directions, so
there are key attributes to in-store displays
that must be in place to capture their attention. Displays should be clean, easy to
navigate, interesting and innovative. With those attributes,
shoppers indicate they do
notice and respond to displays
- and they remember them!

"The display is very
appealing. The blue
pops out. The product
itself is easy to grab
and go. The price is
not indicated but it's
so cute I don't even
care." - Surveyed Shopper

Source: Carbonview Original Research, February 2017

greatnortherninstore.com

5


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Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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