Seeking an edge over store brands, CPG marketers are looking to digital media at the point of sale as a tool to drive sales, interact with consumers and strengthen brand loyalty. CPG marketers are buying digital point-of-sale media on retailers’ in-store video networks, and rolling out interactive kiosks and displays in stores. They are testing video screens at the shelf-level, in checkout aisles and on shopping carts.
While consumers are influenced by a number of factors prior to entering the store, digital point-of-sale media—in-store signage, displays and more—can have a big impact on their purchase decisions while they are shopping. To help support the digital point-of-sale drive, CPG marketers have intensified shopper marketing efforts that involve gathering insights about consumers who are in the shopping mindset and using those findings to influence decision-making.
Over the next few years, CPG marketers will leverage shopper marketing insights as they test and implement digital point-of-sale media and marketing solutions. Retail shelves and aisles represent the “last mile†in consumers’ consideration and purchase cycle. With pressure from store brands at an all-time high, CPG marketers will increasingly set their sights on digital point-of-sale media.
Key questions this report answers:
- How are CPG marketers deploying digital point-of-sale media to attract consumers to their brands?
- What are the benefits of using digital point-of-sale media?
- How is the threat posed by store and private label brands spurring CPG marketers to embrace digital point-of-sale media?