REACHING THE CONSUMER AT THE POINT OF SALE
Digital marketing is rapidly gaining ground from traditional analogue advertising, but digitalization by itself is merely technological advancement – reaching the customer at the right time and place is what really makes the difference.
While many want to believe that their shopping behaviour is rational and well planned, we know that the majority of final purchase decisions are made only in the store, while choosing between competing products. It’s at that exact point in time that brands need to be present with their message.
This is where Finnish tech-, service and media company SMARTCART steps in with insight and solutions.
FINLAND’S LARGEST DIGITAL RETAIL MARKETING SURVEY
The effects of digital marketing in stores – and consumer attitudes towards it – is a topic less researched, which is why SMARTCART in June–September 2017 commissioned market researchers KUULAS HELSINKI and SAILER as well as EMLYON BUSINESS SCHOOL to execute the hitherto largest public survey of digital in-store marketing in Finland.
We targeted the clientele of eight supermarkets in different parts of the country and got a sample of 761 consumers (61/39 % female/male). In addition, 100 hours of shopping with SMARTCARTS was videotaped and analysed.
The survey clearly identified three distinct consumer groups based on digital routines and preferences, as well as the effects of digital in-store advertising on them. We call them The Experience-Seekers, The Price-Conscious, and The Determined.
These are some picks from the crop.
- There was high consumer interest in real time advertising.
- The functionality of advertising in the context of a retail store was deemed good.
- The ads generated high attention value, high acceptance and high likability.
- Especially The Experience-Seekers were interested in suggestions, promotions and recipe ideas etc.
- Flexibility and micro localisation were most appreciated functions.
WE’D LOVE TO TELL YOU MORE
Don’t hesitate to get in touch!
Petteri Heiman, CEO
Tel. +358 40 9000019