In-store media networks are here to stay despite Nick Higham’s reservations (MW October 24). With more than 70 per cent of buying decisions made in-store, and the fragmentation of other advertising channels, I believe that the retail store is the key advertising medium of the future.
Trials have shown that unaided recall of products advertised in this way is higher than from either television or radio, and brand sales increases are staggering, ranging from 21 per cent up to 502 per cent in a 12-month test market. Add to this the facts that retailers will benefit from significant advertising revenues, and massive savings in print and distribution costs, and the systems will become self-funding and profit-generating within a very short time.
In order to achieve this, appropriate content is vital. In fact a new style of advertising is required. TV-style ads simply will not work in stores. Messages on in-store screens must be short, sharp and compelling.
However, it is essential for the industry to undertake some robust research into the medium to establish, for instance, the role of sound and the optimum life span of a message. Such objective research should cover everything from the best locations for screens in stores to how customers (and staff) react to different types of screens and messages.