Often the decision making process of shoppers does not occur until they actually see a product in the store. In fact, the in-store decision rate has climbed from 70% in 1995 to 76% in 2012. As a result, the way a product is displayed in a store and is supported by in-store activities can often be instrumental in leveraging sales according to POPAI’s 2012 Shopper Engagement Study.
It is critical for retailers and brands to understand what makes a point of sale display and in-store activities effective. Based on this, POPAI commissioned a research that although focused on the grocery environment, it provides with a valuable set of real metrics to measure retail marketing effectiveness. For the first time, the world of POP has four new metrics to measure effectiveness: Impact, Engagement, Conversion and Lost Conversion.
One of the key findings is that In-Store Demonstrations are by far the top performers by Impact and Engagement ratio as shown on the image above. More findings can be found on the “Exactly what makes point of sale effective?”.
