90% potrošača još uvijek impulzivno kupuje, In-store oglašavanje efikasno

Objavljeno 01.04.2009. − Bojan u kategoriji TV reklame

Unatoč recesiji, veliki se broj impulzivnih kupnji i dalje odvija među policama trgovina u SAD-u, sudeći prema konzultantskoj kompaniji Miller Zell.

Više od 90% potrošača neplanirano kupuje, a 51% tih odluka o kupnji događa se na prodajnom mjestu, piše MediaPost.

Studija pod nazivom “Nestali u 2.3 sekunde: Hvatanje kupaca sa efikasnim in-store okidačima” (Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers) (pdf), pronašla je okidače za kupnju 1.000 kupaca.

Ostali podaci:

65% potrošača radi popis stvari koje trebaju kupiti prije odlaska u dućan
Generacija Y će vjerojatnije napraviti popis stvari za kupnju i osjetljiviji su na oglašavanje
Generacija Y shoppers are more likely to grab items from end caps
Ads in stores were given a “very effective” rating by 32% of respondents, vs. 27% who gave ads outside the store “very effective” ratings
Gen X and Gen Y want more product comparison information
Overall, sale prices are more motivating to shoppers than “everyday low price” positioning - but Baby Boomers prefer product messages rather than price point messages
While quality ranks high, price tops the chart as an important factor to shoppers when making purchasing decisions

Interestingly, given the buzz surrounding in-store digital networks, digital signage has yet to reach a tipping point in terms of influencing unplanned in-store purchases. However, it seems to be gaining some traction in terms of planned purchases.

Tagovi: tv, Web