Eight out of ten marketers rank point of sale as the most influential marketing channel for influencing shopper purchasing decisions, according to the 2017 Point of Sale Industry Report by point of sale specialists Creo.
Three quarters of marketers also indicated that between half and all of their campaigns are driven by in-store shopper marketing strategies, rather than TV, radio, and press advertising.
In terms of trends, 77% of respondents said the personalized digital displays will become a permanent feature in stores.
However, the report revealed that 82% are failing to measure marketing return on investment in an effective way.
Relevance
"In a world where we are all increasingly cynical and brands need to understand the interaction they’re having with their consumers across a fragmented network of touch points, shopper marketing strategies and point of sale has never been more relevant," said Richard Saysell, managing director of Creo.
"The retail industry is evolving so understanding the in-store experience and how to influence behaviour beyond price is critical if brands are to stand out from the crowd."
Creo's Point of Sale Industry Report surveyed 210 brand, marketing and, retail executives in the UK, from automotive, cosmetics, and FMCG industries.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
