It is shoppers’ battle to locate our products when instore that is responsible for all that wasted time.

With up to 80% of wasted time instore resulting from shoppers’ simply trying to locate your product, you can forget about driving incremental sales.

All your shoppers end up with is: increased ANGST whilst trying to locate your product;spending more TIME than they intended resulting in less MONEY being spent to buy that product in the end. Because the faster you sell to a shopper, the more you will sell.

TNS Sorensen shared these invaluable insights at the Instore Marketing Conference held in Las Vegas last November.

They visually deconstructed these three shopping currencies – angst, time, and money – which influence how much shoppers spend instore, to help explain the importance of POP media in:

• Helping shoppers locate your products instore – thereby reducing time spent to meet their needs.

• Helping shoppers complete their shopping with less if no angst from aggravation caused by the effort taken to make a decision whilst trying to locate your product.

• Enticing them to buy more whilst instore as a result of having completed the first purchase a lot quicker.

As if that’s not enough of a challenge, we have to deal with brand extensions instore. We all know the old marketing adage: Give shoppers options on shelf to choose from and they will DEFINITELY select something out of what we are offering them instore. Right?

Wrong.

Research conducted using two tables displaying jam varieties for tasting with the intent of selling the jams proved this one fact: the table with half the varieties of jam led to 30% more jam purchases.

This study helps us conclude that a large array of options may actually discourage shoppers because it creates an increase in the effort needed to make a decision.

Fewer purchase options lead to ten times more purchases.

If you can’t do anything about your brand-extension strategy however, you can at least do something to ensure that you do NOT confuse the shopper, or better yet, you can actually help them buy your product using POP media.

So, what are your instore advertising plans to help shoppers locate your product instore in less the time and less the angst whilst ending up spending more?

Talk to Primedia Instore about driving your shoppermarketing strategy instore.

To find out more about the Three Shopping Currencies TNS Research click here