STI Group research predicts display success
How do you predict which secondary display will deliver the greatest sales uplift for a product? When faced with different options, brand manufacturers and retailers regularly ask this crucial question and finally, help is at hand. STI Group’s shopper research methodology, ROI LightTM, is designed to help brands achieve the highest possible return on investment at the point of sale.
In collaboration with Philipps-Universität Marburg, the point of sale experts from Hessen have developed a research-based test that has been real-world validated in 13 owner-operated EDEKA supermarkets, using Capri-Sun as the focus brand.
Accurate performance prediction for POS
’I know that half the money I spend on advertising is wasted. The problem, is I don’t know which half.’ If Henry Ford was a marketing manager today, he might still be trying to find out which half of his spend was effective – and why. Marketers don’t just rely on gut feeling any more; they constantly seek a more assured return on their investment and more predictable successes. While not the first online tool to assess POS appeal and intent to purchase, ROI Light™ stands out in that its research predictions have been validated against actual purchasing behavior in retail stores. In addition, its target shopper panels are carefully customised to ensure that test findings are relevant to each brand.
Real world retail validation
ROI LightTM was developed by Felix Horstmann, a Ph.D. student in the Department of Marketing and Retail Management at Philipps-Universität Marburg, in collaboration with STI Group. His methodology offers a simple way of testing a number of different POS display concepts before starting actual production. By predicting the comparative sales impact of each display, ROI Light™ can help brand owners decide the most effective POS for a campaign.
’As part of his doctoral research, Felix Horstmann carried out field testing to validate the ROI LightTM methodology. Tests in EDEKA stores analysed various factors that influence sales uplift, as well as establishing the real-world appeal and impact on purchase intent of different display options,’ explains Prof. Dr. Michael Lingenfelder, Professor for Marketing & Retail Management at Philipps-Universität Marburg. ’Of all the factors considered, the display’s in-store location had the biggest positive impact on sales; no surprise there. This was followed by the display’s perceived attractiveness to target shoppers; the more attractive a display is seen to be, the higher the sales uplift it will generate.’
Local and international insight
Developed jointly with STI Group, ROI Light™ is ideal for comparing the predicted effectiveness of two or three different display variants. The model is also suitable for evaluating international POS campaigns, as it allows shopper preferences to be compared across more than one country. ROI LightTM is also a great way to evaluate how a proposed new design is likely to perform compared to an existing secondary display, or against competitor displays.
Brands and retailers convinced
Capri-Sun brand managers are impressed by the ROI LightTM validation. ’These test results have brought us closer to designing the ideal secondary display for our target group, and will help us build our expertise in providing advice to retailers.’ Retailers are also sold on the sales potential of ROI LightTM-validated displays. ’The test conducted in our stores was a convincing demonstration. Displays tested using ROI LightTM can expect better in-store placement than those whose sales impact is unknown,’ explains Falk W. Paschmann, Managing Director of EDEKA.
360 degree POS service portfolio
’Our customers often ask what kind of display will give them the highest return on investment. With ROI LightTM we can now deliver this market research service faster and for less cost than other suppliers,’ explains Aleksandar Stojanovic, STI Group Chief Sales Officer. ’It’s a modest and very worthwhile investment ahead of the main campaign spend. This powerful tool can help marketing managers plan and deliver the most effective POS campaigns possible.’ As a Partner of Brands, STI Group not only designs and produces packaging and displays but continues to build its service portfolio to help brands become – and remain – fit for future retail. ROI LightTM is not alone in influencing the future of retail; also growing in importance are shopper journeys, the blending of real and virtual shopping experiences, and multichannel commerce.