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The Influence of Advertising at the Point-Of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores

100%

Silveira D. P., Marreiros C.

Communication Today

2023

vol. 14

issue 1

136-157

The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.

Релевантність комунікацій на місцях продажу у сучасній концепції мерчандайзингу

84%

Kataev A.

Path of Science

2016

vol. 2

issue 8(13)

3.7-3.14

Власники торгівельних марок витрачають великі гроші на просування своєї продукції. Проте комунікації на місці продажу зазвичай не відповідають загальній стратегії інтегрованих маркетингових комунікацій, оскільки комунікації та продаж – це питання компетенції різних керівників. Якщо вже сьогодні не приділяти цьому моменту належної уваги, то багатотисячні бюджети рекламних, PR та інших кампаній не будуть приносити ефекту за умов неузгодженої стратегії і тактики продажів. У статті виконано теоретичне обґрунтування інтеграції комунікацій на місцях продажу у структуру маркетингових комунікацій підприємств роздрібної торгівлі.

Owners of brands spend a large amount of money to promote their products. However, communication at sale points usually does not meet the overall strategy of integrated marketing communication as communication and sales are the question of competence of different managers. If not to pay proper attention to this question today, thousands of advertising budgets, PR and other campaigns will not bring effect under conditions of inconsistent sales strategies and tactics. The article gives the theoretical grounding of integration of communications at sale points into the structure of retail marketing communications.

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The Influence of Advertising at the Point-Of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores

Релевантність комунікацій на місцях продажу у сучасній концепції мерчандайзингу