The power of “in-store” digital advertising in India
* The author is an assistant professor of marketing and strategic management with Sprott School of Business, Carleton University, which he joined in 2005 teaching at the offcampus programme in India. He has served as Head of Department of Marketing (20052007) at Kohinoor Business School and Centre for Management Research, and is Chair of the Kohinoor Brand Committee (2007 onwards). He had worked with Dr.Nicolas Papadopoulos in the area of consumer behaviour and advertising. His research and professional interests focus on marketing and business strategy, buyer behaviour, and especially international marketing and business – with emphasis on advertising and sales promotions, with publications in Spectrum. Prof.G.M.Jayaseelan worked with Eenadu (Business Analyst and Marketing Consultant), Philips (Marketing Executive, Lighting Division), and Bayer (Sales Management) before beginning his academic career, and has kept close ties with the practice of marketing and business since.
According to a draft study by Deloitte from the Grocery Manufacturers Association, the investment in in-store advertising has doubled since 2004 and is on pace for compound annual growth of 21% through 2010. The other findings of this conclusive research were that more than 70% of purchase decisions are made in-store but in-store advertising represents only 6% of the marketing budget. Traditional Marketers blame this inconsistency on the lack of analytical data proving the effectiveness of advertising at point-of-purchase. There is much attitudinal data, but no solid evidence linking attitudes to behavior which lacks evidence to prove that and traditional TV/radio/print still commands 35% of marketing budgets. The current advertising pros have coined a new concept “shopper marketing” and it is sensitive that a message delivered at point-ofpurchase has the best chance to influence the desire of Consumer to take the product off the shelf. Moreover Data may be a critical aid to judgment and marketers should be paid
for using their judgment. Meanwhile retailers and suppliers are reportedly spending tens of millions to research and study In-Store Metric. Supermarkets, Departmental stores along with Shopping Malls and Multiplexes are gearing up the infrastructure to facilitate In-store advertising. Television creatives and alongside Neon and Digital signboards are at work during the prime-time hoursof the retail outlets. There is scarcity of effective media vehicles in the stores in India with less Data to understand the growth of advertising in the most logical of all venues, at point-ofpurchase. Though thousands are spent for shopping carts with fliers, to reach millions of ears with “Attention Big Bazaar shoppers”, shelf talkers to floor stickers and ceiling danglers a digital audio visual message is more appealing for Indian consumer. This latest and most expensive trend is video screens along the store perimeter, at checkout, even in some aisles. Retail supermarket consumers in India go a step forward with a desire to shop and be entertained. They are conditioned to stop, look and listen while on the move. Indian consumers are greatly influenced by a mix of relevant TV programming, public service programming, advertisements, retail and brand promotions, and programming from strategic partners in the form of Tele-shopping. In 2006, In-Store TV advertising providers installed state of the art, flat screen television monitors in super markets, malls and major shopping destinations, providing advertisers a platform to advertise in an environment, where 60 - 70 per cent consumer brand decisions are made. Retailers, Brands and Advertisers are looking at to provide opportunities to break away from all the advertising clutter and speak directly to the consumer when the consumer is in the shopping mood, and therefore most receptive to the advertising message. In store Retail...
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