With 76% of purchase decisions made in store¹ it’s essential that your brand grabs the attention of shoppers. Breaking through the “noise” is a challenge for most retailers, especially in an environment where many products are competing for attention and shoppers are on “autopilot” reaching for familiar items to put in their basket.
“How can I create a display that has more impact?” is a question I am often asked. Knowing where to start or how you can drive shopper behaviour with limited budget can be daunting.
At Rocket Production our goal is to help customers to create engaging in-store experiences. We aim to encourage best practice by sharing insights and inspiring discussion across the retail display industry. With this goal in mind we recently supported a shopper behavioural study conducted by POPAI UK that aimed to understand how adding stimuli to displays positively impacts on shopper behaviour. This study demonstrated the impact you can drive by adding lights to your on-shelf displays.
The study looked at the impact of a display featuring no lights and compared this to the impact of the same display with lights added. Lights were added to the display in the form of a back-lit panel that featured product information and also LED lights that highlighted the “1,2,3” steps of the haircare product being promoted.
The results were impressive and reveal actionable insights you can implement today to increase shopper dwell time and the opportunity for sales.
Shoppers were overwhelmingly positive about the display with lights. Shoppers called the lights out as the most eye-catching feature of the display and many even suggested more lights could be added. This goes to show that shoppers appreciate the addition of lights and don’t find it disruptive or distracting.
More importantly than shoppers simply liking the display with lights, through this study the addition of lights could be seen to have a measureable impact on shopper behaviour:
- Dwell time increased by 215%
- The impact of the display more than doubled
- Shoppers were 23% more likely to purchase the product
To download your free copy of the full research report visit www.rocketproduction.com/shopperinsights
What I found particularly encouraging about these findings is that they are extremely actionable. Lights are inexpensive and easily added to most displays, putting them within reach of most brands. With the wide variety on offer – wired and wireless, timed or motion activated, stock or custom designed – lights are also versatile addition that supports creative display design.
What would a 23% increase in sales mean for you or your customers? Perhaps it would be worth running your own trial by adding lights to your next display.
¹Source: POPAI Shopper Engagement Study, https://insights.retailenvironments.org/wp-content/uploads/2016/01/2012-POPAI-Shopper-Engagement-Study.pdf