Traditional marketing focuses on understanding what the consumer wants or needs. Shopper marketing taps into what motivates shoppers to buy a certain product in a retail outlet. Using both sets of marketing insights to inform retail POS development results in much more engaging, creative and innovative display concepts. Concepts that not only drive sales, but also truly connect with target groups to enhance their overall experience of the brand.
This statistic is widely known and quoted; 70% of all purchase decisions are made in store. But it’s only relatively recently that brand manufacturers have taken this to heart with their increasing focus on shopper marketing.
Retail point of sale displays have always been important touchpoints in the customer journey; when leveraged properly, their impact on brand perception and sales can make – or break – a new product launch or sales promotion.
Working in partnership with an innovative display manufacturer like STI Group, including sharing research insights, helps ensure that point of sale materials reflect what’s important to shoppers.