Since the start of the Great Recession, marketers have become accustomed to the mindset that consumer purchase decisions are carefully researched and planned, as consumers look for deals and discounts and comparison shop. In fact, according to a Symphony IRI report, 63% of grocery shoppers consult weekly circulars before heading to the store.
However, marketers cannot ignore the opportunity presented by point-of-purchase communications. A recent study by the Point of Purchase Advertising Institute (POPAI) found that in-store grocery purchase decisions are at an all-time high—76% of purchase decisions are made when consumers are at the shelf.
So what does this mean for marketers, and how can they take advantage of it to drive sales of their brands?
1. Combine in-store and in-home marketing to make an impact
Behaviors such as preplanned shopping trips and research via store circulars aren’t going to disappear anytime soon. Brands can take advantage of these behaviors and achieve a greater sales lift by reinforcing in-home messaging with corresponding point-of-purchase material. For example, paper towels saw a lift of 746% for combined feature and display tactics, compared to a lift of only 246% for feature-only tactics.
2. Get into shoppers’ baskets with well-executed store displays
Shelf space is decreasing while product SKUs are increasing—consumers have more choices than ever before, but finite shelf space can only present a limited selection. Adding to this, consumers are spending less time in-store. Marketers who ignore POP displays miss opportunities to catch shoppers’ attention—the POPAI study found that nearly 1 in 6 brand purchases were made when that brand was featured on an in-store display. Additionally, retailers are becoming more open to merchandising items away from their traditional aisles—think bananas in the cereal aisle. Recent data shows that 60% of in-store displays are now located away from the home aisle.
3. Pay attention to your brand’s packaging
Smart marketers know that a product’s packaging is more than just the final part of the POP mix. A product’s package is the only piece of marketing material that is guaranteed to be seen by every consumer who purchases the product—and it’s also the only piece of point-of-sale material that brands have absolute control over once the product is in-store. So, with 76% of purchase decisions being made at the shelf, make sure consumers can find your product on the shelf.