A number of in-store factors influence US consumers when making consumer packaged goods (CPG) purchasing decisions. Thirty-nine percent are influenced by shopper loyalty programs and 34% are influenced by flyers; however, digital point-of sale media has a major impact on consumers’ purchasing decisions, according to an eMarketer report.
CPG brands use digital point-of-sale media such as in-store video to promote product benefits, qualities and health messages. The technology also allows CPG marketers to monitor data in real-time to track sales, analyze ROI and tweak messaging. Marketers hope to better connect with consumers and turn them into loyal brand users.
Source: eMarketer; December 8, 2009