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Outline
In-store shopping behavior The retail environment POP marketing
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approachavoidance behaviors
approach-avoidance behaviors include enjoyment of shopping, time spent browsing, willingness to talk to store personnel, and likelihood of returning to the store;
Using background music to affect the behavior of supermarket shoppers (Milliman) during a nine-week period, supermarket shoppers were exposed to one of three background music treatments:
slow tempo music (72 beats per min or fewer); fast tempo music (94 beats per min or more); no music;
sign.
sign.
brand-level results:
in terms of vertical location, eye level is the best position, but no consensus on whether it is best to be located on the edges or in the center of a set; more shelf space is better, but usually only up to some point (in many cases the returns on investment in shelf space were low);
POP materials
types of POP materials:
permanent POP displays (to be used for six months or more); temporary POP displays (to be used for fewer than 6 months); in-store media (advertising and sales promotion materials such as POP Radio, ActMedia Carts, ShelfTalk, etc.);
POPAI studies show that POP materials can substantially lift brand sales (e.g., in a joint study with Kmart and P&G, displays for paper towels and coffee increased sales more than fourfold);