New Consumer Study
Helps Brick & Mortar Retailers
Improve In-Store Marketing
150 years ago railroads and growth in big cities made the modern department store possible. Department stores thrived until something disruptive came along, forcing them to adapt. In this case, it was the mass-produced automobile followed by strip malls. These malls soon dotted most major roads in the suburban sprawl, stealing the monopoly from department stores in the cities.
Waves of change come every few decades or so, challenging and transforming retail. Discount chains like Wal-Mart were born, Warehouse Clubs, and so on. Each wave of change did not replace what was before it but certainly reshaped the retail landscape from that point afterward.
Our Wave of Change
Today we face the “Omni-Channel Retail’ era, marked by advancements in technology that allow customers to research, locate, purchase and review products wherever they are and however they want.
E-commerce is estimated to account for $200 billion in revenue in the United States or 9 percent of total retail sales and is growing quickly. This new shopping channel is certainly re-shaping the retail industry and it is still unclear where the ratio of online to offline retail sales will shake out. What is clear is that brick & mortar retailers need to innovate more than ever and take advantage of all the technology available to them.
New Technology to Benefit Brick & Mortar In-Store Marketing
Recently WMG announced the results of a research study we commissioned to learn the effects of a new In-Store Marketing technology. Here are the highlights;
We focused on whether using a new Spot High Definition printing technology, called G-Trax, has a measurable impact on increasing sales of premium and ancillary items over traditional printing methods.
The study produced 4 key findings regarding the impact of Spot High Definition compared with Conventional HD and Conventional Printing:
- Focus Speed — On average, Spot HD printing attracted eyes to the target focal area 8.2% faster than conventional print methods.
- Focus Duration — On average, eyes remained focused on the featured area using Spot HD printing 15.3% longer.
- Up Sell Purchase Intent — Purchase intent for a higher-priced or premium version of an item highlighted by Spot HD printing increased 28.7% over traditional HD printing and 59.7% over Conventional printing.
- Ancillary Item Purchase Intent — On average, consumers are 8% more likely to purchase an ancillary item such as a bottle of wine that was merchandised with a primary item such as a pizza or steak when the ancillary item was printed in Spot HD vs. conventional print techniques.
G-Trax & Real World Problems
The WMG study provides retailers with a proven technology to use for in-store marketing that increases the purchase intent of chosen products. Leveraging this technology to solve real retail problems will help you navigate the OmniChannel era successfully. Combine G-Trax technology with the other lessons “Omni-Channel Retail” has taught, such as a consistent, hassle-free shopping experience, and you will be even better off.
How Do I Learn More?
If you’d like to gain this in-store marketing advantage, contact WMG to learn more. This new technology is only one of the tools available to retailers through Windsor Marketing Group. Our mission is to partner with retailers and find the best and most cost-effective solution to grow your retail sales.
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