The effects of narrowcasting

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The effects of narrowcasting
Digital (Instore) Media
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Research goal

• To define the effectiveness of Digital
• Instore Media in Dutch supermarkets

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Research 1

• Sales effects
• Communication effects
• One supermarket ( one control store)
• 300 entry and 300 exit interviews
• 3 research variables
• Content (action, thematic)
• ISDR (low, medium and high)
• Shopping trip (major, forgotten and fill-in)
• Fieldwork 3 weeks. The research variables were
  changed each week.
• (POPAI Benelux and Erasmus University, 2006)

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Results

• Sales effects
• Communication effects
• Reach
• Recollection of the screens
• Influence purchase process
• Composition of the content

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Sales effects

• Positive for several product categories (all
  Instore Decision Rate groups). The highest sales
  increase is measured in the high Instore Decision
  Rate group.

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Reach
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Reach and contact

• 90 of the respondents noticed one or more
  screens instore (reach)
• 20 watched the screen (eyes on screen)
• Average number of recollected locations 2 / 7
• Average number of recollected messages 8

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Recollection of the screens

• Shoppers without a shopping list remember more
  screens
• Shoppers younger than 34 years old recollect more
  screens
• Compared to women, men remember more screens
• Shoppers with a major shopping trip recollect
  more screens in case of high ISDR products.

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Influence purchase process

• Variable shopping list
• Because of the screens shoppers without a
  shopping list make more unplanned decisions and
  make choices faster, compared to shoppers with a
  shopping list.
• Shoppers without a shopping list are more often
  reminded of a new product and indicate that the
  screens are more salient.

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Influence purchase process

• Variable Instore Decision Rate
• High ISDR products shoppers are more often
  reminded of a needed product.

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Composition of the content

• Variable Instore Decision Rate
• Low ISDR products shoppers prefer more product
  information
• Medium ISDR products shoppers do not prefer a
  special composition of the content
• High ISDR products shoppers prefer more product
  information

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Composition of the content

• Variable Instore Decision Rate shopping trip
• High ISDR and major shopping trip action content
  is more effective
• Medium ISDR and forgotten shopping trip action
  content is more effective

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Composition of the content

• Variable Shopping list
• Shoppers without a shopping list both action and
  thematic content is effective

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Research 2

• Communication effects
• One supermarket ( one control store)
• 200 entry and 200 exit interviews
• Content 60 action and 40 infotainment
• Supermarket consists of four screens
  greengrocery, fresh meat and cash register (2x)
• (POPAI Benelux and University of Amsterdam, 2006)

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Results research 2

• Reach and recollection of the content
• Like ability
• Influence purchase process

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Reach and recollection

• 50 of the respondents noticed one or more
  screens (advertising reach)
• Advertising reach department 26
• Advertising reach cash register 60
• 11 of all the respondents recollected one or
  more items of the content
• Infotainment messages are more recollected

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Like ability

• The content is informative (43)
• The screens are attention getting (39)
• The screens are not irritating for the shoppers.

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Influence purchase process

• Influence on purchase process is minimal.
• 8 is reminded of a needed product
• 10 is reminded of a new product