The majority of Irish shoppers (40%) believe that in-store advertising such as trolley advertising, floor graphics and aisle banners, is the most relevant way for brands to advertise their messages to shoppers. The results come from new research conducted by Visualise, the Irish shopper marketing specialists. Television advertising was deemed the second most relevant form of advertising (29%) followed by Online (14%).
The results come from the Visualise study ‘Shopper Nation 2014’, which examines the shifting behaviours, attitudes and perceptions of over 1,000 Irish shoppers. The report released today focuses on the ‘In-Store Experience’ of the Irish shopper and looks at attitudes to the retail environment and in-store marketing.
The report also shows that 71% of shoppers say that they would like to see supermarket retailers make the in-store environment more fun and welcoming. Additionally, 78% of SuperValu shoppers found their main supermarket to be welcoming compared to only 52% of Lidl shoppers, while 72% of SuperValu shoppers said items were easy to find in the outlet, compared to 53% of Tesco shoppers.
Eoghan Phelan, General Manager, Visualise said:“These findings demonstrate the importance of communicating to shoppers when they are in store and the need for brands to take into account the shopper/consumer dichotomy when developing their marketing campaigns. In many cases the end consumer may not be the person actually shopping in-store, so it is crucial to also communicate to shoppers in a manner that speaks to them.”
Shopper Nation 2014 is a four part study looking at a diverse range of topics associated with grocery shopping in Ireland in 2014.
© 2014 - Checkout Magazine by Genna Patterson
