Shopper Attitudes Revealed

Out-of-home media specialist, oOh!media, commissioned research to gain insights into the attitudes of shoppers within shopping centres and about different product categories. The research found that shoppers were receptive to retail advertising campaigns while shopping.

CEO of oOh!, Brendon Cook, said while there was significant research around where people shopped, why they shop at specific centres and how often they shopped, there was little research to help advertisers determine what strategies they should deploy for point-of-decision advertising.
"Retail advertising within shopping centre search zones is still in its infancy, however we expect that this medium will soon be a key part of every FMCG media plan as advertisers really start to understand the value of the medium," Mr Cook said.

The 'How we Really Shop' research, which was undertaken by The Seed and based on qualitative studies and quantitative surveys, illustrates trends in shopping attitudes, purchasing decisions, and attitudes towards retail signage.

Mr Cook said the research should provide advertisers with fresh facts to help them determine whether to use it for brand reinforcement, brand news, brand triggers or brand offers.
"What was particularly interesting from our perspective is that shoppers appear to be happy with the advent of retail media and believe they play several key roles, especially around building familiarity and delivering product news."

(See full story in Retail World, March 30 issue).

For more information about Oohmedia see the POPAI Member Directory under 'O'