Articles
How A Retailer Reaches Shoppers
July 29, 2010
•Article: How A Retailer Reaches Shoppers
By Mass Connections
In the information age, consumers receive information from a wide variety of sources, making it necessary for retailers to reach them in a multitude of ways in order to be successful. According to research conducted by a leading shopper marketing company, Mass Connections(MC), utilizing a strategic marketing mix is critical to a retailer's success in store, on line and in life.
According to MC's findings, tried and true still works—to an extent. Circulars at the front of the store or received through the mail, product signs and in-store samples are among the ways retailers market to the shoppers already in their store. In fact, MC's study showed that a plurality of respondents see product signs "most of the time," indicating that clear, attractive signage is important when engaging shoppers. Furthermore, nearly three-fourths of survey respondents stopped at sampling events either "all of the time" or "most of the time." Of those surveyed, 82 percent prefer to purchase a product that they have already experienced,making sampling an effective way to market in-store. Indeed, sampling serves as a springboard for many respondents who brought home new products they were not intending to buy upon entering the store.
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