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Out of home advertising proves powerful in influencing grocery shoppers

Kogarah - Tim Tam SlamOut of home (OOH) advertising is proving to be a powerful tool in influencing Aussies purchases at the supermarket. Shopper Media Group’s latest research shows that one in three Australian shoppers buy a product after seeing it advertised on retail OOH panels.

The Evolution of the Modern Grocery Shopper 2019 by the media group revealed that 75 per cent of grocery buyers don’t tick off the things they have on their grocery list while 77 per cent of put general things on it without specific brands. These two behaviours signifies how important it is to use the last 40 metres to purchase to advertise to consumers.

“Australian consumers are bombarded with up to 600 branded messages a day. Identifying key conversion points on consumers’ path to purchase, in moments when shoppers are free from media distraction and receptive to branded messaging, is essential for all brands,” Emily Sak, head of Data and Insights, Shopper Media Group, said.

About 62 per cent of grocery buyers use retail media to know the latest products while half of shoppers use it for promotions and offers. Shopper Media Group said that this means consumers know already what they are purchasing prior to heading to the store but they are often convinced on which brand to buy until they are at the point of purchase.

“While some may argue that point-of-sale advertising would best convert these consumers, the study revealed that only one in three grocery shoppers go down every aisle, reinforcing the value of
retail OOH panels that target consumers as they enter the store,” said Sak.

The media group also said that with all the powerful and influential priming advertising formats there is in the industry, retail OOH is unique as it is both a primer and a converter.

“Retail OOH is the only outdoor channel that is able to prompt and remind shoppers to select their brand when they are in the retail environment and in a purchasing mindset, giving the brand the best chance of conversion from the list into the basket. Retail OOH’s true strength lies in its ability to prompt and remind consumers of brands they’ve been primed with. It is true that influential messaging can come from anywhere, but with the ever-increasing volume of choice and competition, if you don’t get your consumer in the last 40 metres, you have to ask – do you really have them at all?” Jamie Hollebone, head of Revenue, Shopper Media Group said.

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