By George Anderson
New research from Point-Of-Purchase Advertising International (POPAI) reports that in-store displays, signage and media can grow sales from five to 13 percent in convenience stores.
According to POPAI, pump-topper advertising increased sales five percent while in-store signage increased sales by 13 percent.
The in-store advertising messages that were most effective in moving product were:
- Savings or cents off - + 36%
- Signage including a product photo - +13%
- Price mention - +8%
The POPAI study tracked sales of alcoholic beverages, bottled juice, bottled water, carbonated soft drinks, isotonic/energy drinks, gum/mints, health and beauty care, and salty snacks. The study results came from a national sample of 120 convenience stores including 7-Eleven, Autostop, Chevron, Nice 'N Easy Grocery Shoppes, Sheetz, Shell, and Texaco.
Moderator's Comment: Are most c-stores, and retailers in general, making optimum use of in-store media?
It is a well-documented fact (regardless of the store format) that POP/POS signage increases sales. More signage, however, is not always the answer. There's an old adage in advertising that if you make everything bold, nothing stands out. A number of stores would do well to heed this advice. [George Anderson - Moderator]