Shopper Marketing: How to Measure In-store Display Effectiveness

What can happen in 0.9 seconds? Well a lot more than you probably think. For instance, the Sub1 robot recently solved a Rubik’s Cube in 20 moves which took a total of 0.887 seconds, so it still had 0.013 seconds to sit back and relax in that time. It takes approximately 0.3 seconds to blink your eyes, so you could get through 3 whole which time Usain Bolt could have got through 9.4 metres of his world record breaking 100 metre sprint.

So a lot can happen...if you’re a state-of-the-art robot or the world’s fastest man. If, however, you are a mere mortal then 0.9 seconds is no time at all and will fly by in the blink of an eye (well in 3 blinks of the eye!). It’s therefore pretty amazing, and scary in equal measures, that this is all the time that marketers have to convince shoppers to notice their display.

This figure was discovered by POPAI in their previous research into in-store display. Their research has also shown that you need to switch shoppers out of auto-pilot and into ‘manual’ mode which is controlled by the Reptilian section of our brain and the part that is responsible for ‘flight or fight’ mode. Are your displays switching the shopper into ‘manual mode’?

By teaming up with POPAI we have developed a ground breaking research tool that aims to answer this question and more. Ultimately providing you with the key tools to deliver effective and impactful displays within convenience stores and to make the most of your 0.9 seconds.

This research employs a combination of in-store shopper interviews, POS audits and vision tracking of the shopper journey to determine the performance and impact of in-store display material on shoppers in the convenience channel through 4 key metrics:

Vision tracking

Using specially designed ClipCam© micro cameras we see exactly what the shopper has seen as they walk around the store and undergo their normal shopping routine. Footage is captured via a small camera that sits on top of lightweight spectacles worn by the shopper. These are so unobtrusive that within 3 seconds they forget that their even wearing them.

The camera records, measures and subsequently analyse each individual shoppers’ behavioural characteristics.  Specifically the shoppers’ route, categories visited, displays they pass or which come into their line of vision and their associated behaviours.

Our expert teams also perform a full and detailed audit of each store within the sample. These audits consist of a photographic blueprint of the store and comprehensive measurements of all point of purchase display locations, heights, widths as well as records of the products, brands and messages on display and the type of display. Capturing everything from shelf wobblers to FSDUs, digital screens and clip strips.

Moment of truth interviews

Finally we capture moment of truth interviews with shoppers on both entry and exit to the store to understand their intentions and then to capture their actual behaviours. Combining all three of these data capture tools delivers us unprecedented access to what makes up a total in-store shopper experience, captured in real time and unbiased.

Providing the most robust and representative review of effective display in the convenience channel ever conducted. Over 15,000 passes of POS will be captured across a mixture of store locations and store types representing key convenience fascia.

POPAI are an industry association dedicated to enhancing the total shopper experience and promoting best practice. They have over 50 years of experience in understanding shopper behaviour at POP for brands, retailers and agencies and extensive experience of conducting in-store eye tracking research and they have developed the clip cam technology we are using.

Our experienced and dedicated insight team can’t wait to get their hands on this ground breaking research and to give it the full HIM treatment. Turning insight into actions and providing clear, simple and effective solutions from the extensive and complex data that we are capturing.

You may only have 0.9 seconds to influence the shopper in store, but make sure that you make that second count. Don’t blink and miss this opportunity to be part of our ground breaking research into the convenience display effectiveness.

Eliminate guess-work from your shopper marketing strategy. Maximise effectiveness of your in-store communication