In-store display marketing is so common in modern retail settings that we don’t often give it much thought. Even the professionals responsible for designing and implementing in-store display campaigns don’t always spend a great deal of time considering whether their displays are really working for them. For this reason, many vendors find that their in-store displays aren’t boosting sales as much as they’d like. There is still a great deal of profit to be made through the effective use of in-store marketing, though, as long as you know how to do it right and how to measure the results. If you’re wondering how effective your in-store displays are, read on and we’ll explain some of the benefits of traditional displays, as well as some analytics techniques for measuring their effectiveness so you can make sure you’re getting the most of your retail marketing dollars.
The Potential Benefits of In-Store Displays
Once you start to consider whether your in-store displays are really working for you (or not), the thought may cross your mind that this type of marketing may not be worth the effort in the first place. With the right combination of print, TV, and/or online advertising, along with discounted pricing to increase sales in stores, do we really need cardboard displays to attract attention? Won’t customers simply find the product on the shelves? Simply put – the answer is no. While in-store displays won’t replace all other forms of marketing, they are among the most effective. OgilvyAction recently conducted a large-scale survey showing that approximately 29% of U.S. shoppers end up purchasing items from categories they weren’t originally planning on, often because of impulses relating to in-store promotions. Out of the survey respondents who admitted to impulse shopping, the majority (24%) said secondary displays (away from aisles) influenced their decisions. In-store demonstrations and price promotions were each lesser influences.
How to Measure the Success of Your Displays
Measuring the success of your in-store displays will take some effort, but the information that you get will be priceless as you continue to modify your marketing efforts for optimal results. In order to measure your marketing successes in stores, you will need to establish metrics around aisles, departments, displays, and fixtures. Here’s what your marketing analytics team should be looking for:
- Conversion. What is the bottom line? How many people are selecting products from the displays, and actually purchasing them before leaving the store?
- Engagement. How many people typically stop to look at your displays? Are they confused by what they see, or interested?
- Exposure. Is the display located in an area where a lot of people walk by, and can they easily stop to look without getting in others’ way?
- Sales. How is each area (aisle, department, display, fixtures) performing sales-wise? Are more people picking up your product to purchase from one place as opposed to others?
There are many ways to measure the success of your in store display marketing, from sales data to strategically placed cameras. Whatever you do, just don’t underestimate the potential of this invaluable promotional tool.