Advertising in retail environments can significantly boost a consumers’ intention to buy, with impulse purchasing a key trend among Australian shoppers, a new study has revealed.
Research conducted by The Seed commissioned by outdoor media company oOh! media, showed the average Australian buys 8.9 additional items than they had on their shopping list when they do grocery shopping. The How we Really Shop study revealed that of the 29% of shoppers who “always” take a shopping list, over half (52%) will always purchase items not on their list.
“It is clear that when consumers enter a shopping centre they are still deciding what to buy, so even if a product is not on the original shopping list, there is still the possibility of it being purchased, particularly if the consumer is influenced by retail advertising,” said Kelly McIIwraith, general manager of strategy at oOh! media.
“The findings highlight the important part the retail environment can have in the marketing mix not only for FMGCs, but financial institutions, as it can reach a wide and varied audience, at a critical moment when financial decisions are already top of mind.”
The telecommunication category was shown to be a main benefiter of retail advertising, with brands being able to communicate to shoppers when they are thinking about buying, and using, mobile phones. The research revealed that shoppers visit an average of 1.7 outlets before deciding to purchase a mobile phone, and that 61% of main grocery buyers purchased from a main phone outlet including Telstra, Optus and Vodafone. The study also highlighted that retail signage gets noticed, with 62% of respondents saying they notice ads in shopping centres. A total of 58% notice ads at the entrance, 52% in both the main walkways and central areas and 36% by the escalator.
McIIwraith added shopping centres and other retail environments are also crucial for financial institutions, particularly as 35% of respondents used credit cards to pay for purchases at the supermarket, and 38%, eftpos services.
“The retail environment is a critical path for banks and financial institutions to communication brand or product specific information, such as reward programs or reduced interest rates, when consumers will immediately associate the benefits on offer,” she said.
