STUDY: Canadians Find In-Store Displays "BORING"
By all accounts, Canadian CPG Suppliers are spending tens of millions of dollars each year creating temporary promotional displays to support new innovation, consumer promotions and feature pricing activity.
Almost any store that you enter today is a sea of cardboard with floorstands, pallets, 4-ways and endcaps sporting custom designed displays that are meant to entice shoppers to add products to their basket as they navigate the store.
Despite the HUGE investment of marketing spending on these displays, there is very little done to “concept test” these displays before they hit the stores.
While all other areas of marketing spend (TV, Print, Digital, Social Media) are heavily tested and analyzed, the analysis completed by Shopper Marketing teams most often consists of a payout analysis comparing the costs of the display materials vs. the revenue generated from each display.
In addition, we see that many in-store displays are extensions of the traditional media campaigns borrowing heavily from brand creative, while others are pulled together with creative / offers that are completely untested.
At Field Agent, we were curious about how Canadian shoppers would react to a range of temporary displays that we found in-store last week. We surveyed 250 Canadian shoppers by showing them images of 15 displays and asking them to respond to five questions about each display.
Spoiler Alert - the results were not very good.
We hope that this report opens up the dialogue about the effectiveness of in-store display and how to create displays that truly captivate shoppers and drive incremental sales.
Download the full report here.
Sales and Category Management Leader
5yToo often CPG companies want to create massive and impactful displays. These lobby displays create an in store presence that is difficult miss. However there is little to no planning behind these displays and shoppers often times find them difficult to shop. A great display will be tied into an event, have a creative theme that is easily shopped and does not cause inventory issues. The old adage is “Pile it high and watch it fly!” The corollary is “Sell a lot and watch it rot!” Space Planning Professionals can provide product mix recommendations and display sizes that are tailored to stores ensuring efficient sell through. While it may be difficult (not impossible) to create store specific displays, creating regional product mixes in a variety of sizes will allow stores to select an appropriate display for their store.
Chief Marketing Officer at Domino's Pizza of Canada
6yJean Tuteleers Hard work paying off!