Shopper Marketing - April 2017 - 140

Conscious Decisions
Driven by Displays

M

arketing messages strike consumers
on many levels. Everything from the
color scheme of merchandising, to the
size, placement, product attributes and more
impact shoppers' perceptions and influence
purchasing decisions. In consumer research,
often shoppers require triggers to remind
them of experiences but then many have
valuable insight on how displays impact their
conscious shopping behavior.

Do in-store displays
impact conscious
shopping behaviors?

YES!
1/3 of those who recall seeing in-store display
on their last major shopping trip say it had
a significant impact on their purchase, the
research shows.
1/4 say they would purchase more of a
product than intended if displayed. Given
that so many shoppers today plan before
shopping - making lists and clipping paper
and virtual coupons - retailers are challenged
to snap shoppers out of auto-pilot. Their
brains are on a mission to fill their needs and
their subconscious takes over - display is a
way to jolt them out of auto-pilot and spur an
unplanned purchase.
Nearly 1/3 say they would be more likely to
try a new brand if they saw it displayed.
"If it's in a display, it draws attention whether it is
on sale or not. Then the product starts to become
more appealing." - Surveyed Shopper

6

Likelihood to Try a New Brand/
Product When Displayed
36%

25%

29%

Millennials

Gen X

Baby Boomers

Source: Carbonview Original Research, February 2017

Brand marketers or retailers giving a
product or brand extra in-store display
space contributes to shoppers' perceptions
of that brand - in a positive way!
Millennials' brand perceptions can be
deeply influenced by merchandising and
marketing programs. This is especially
relevant given how this generation tends
to tie much of their likes and dislikes to a
sense of their own identity - and they share

Do in-store displays
impact brand/product
perceptions?

YES!
* 1 in 5 shoppers is highly likely to

correlate a product displayed with
being a higher-quality brand.

* For millennials, a third correlate
display with high quality.

Source: Carbonview Original Research, February 2017

Great Insights. Great Design. Great Execution.



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
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