Wattie’s general manager of marketing Tim Skellern called the battle of the shelf ‘the next big land grab‘. And in-store media and shopper marketing agency Hypermedia has released some information to prove its worth.
Hypermedia’s general manager Phil Neely says they are relatviely new disciplines in New Zealand, but they have been fully entrenched in overseas markets for more than a decade and working powerfully to drive product sales. Some research shows almost 70 percent of purchasing decisions are made in-store, so he says the premise behind this form of marketing lies in understanding the thought process a shopper goes through and enabling brands to advertise where they’re making these vital brand choices.
Pure Energy and Whittaker’s Chocolate have activated their brands with in-store media campaigns implemented by Hypermedia, with Pure Energy showing 42 percent more product units were sold compared to control stores without Hypermedia installations, while 42 more more individual shoppers purchased Pure Energy drinks where the campaigns were installed.
Whittaker’s new Berry & Biscuit chocolate campaign was also control-tested in the Auckland market, comparing sales in stores without advertising with sales in stores that had Hypermedia installations. The results showed 22 percent more units sold and 22 percent more customers purchasing Whittaker’s Chocolate where there was an in-store campaign.
Neely says until recently New Zealand retail stores were not thought of as potential advertising mediums, but through its “in-zone media products” such as floor decals, brand hangers and digital screen technology, he says FMCG brands particularly are starting to see the benefits.
“Traditional advertising platforms such as print and television no longer provide as much cut through because people have developed an immunity to bombardment from traditional message channels,” he says. “A chocolate advertisement is more effective delivered next to a bar of chocolate than it is in a magazine. Put simply, our proximity to products helps give our advertising offering the winning edge …
We have entered a new era of consumption and shopping behaviour. Today, 68 percent of purchases in-store are unplanned, which needs to be addressed with creative solutions that speak to shoppers where it matters most—the point of purchase. Through our in-store advertising, brands are able to get directly in front of 2.5 million shoppers per week. That’s an audience almost twice the size of a weekly television audience at a far more competitive advertising rate.”