Magazine: Convincing results about the efficiency of displays

The shopper of today has less time but more money for buying FMCG products, therefore finding products has to be made easy for them: in 1995 the proportion of secondary placement displays was 47 percent – in 2012 it was already 60 percent. The study also found that shoppers who pay with debit or credit cards buy more products and purchase non-planned goods more often. It is also remarkable that 57 percent of shoppers spend more money than they had planned. Upcoming media channels and technologies also have to be examined if we want to find the way to our customers. In conclusion we can say that the study makes it clear that marketing at retail is entitled to a strategic role in planning and in reaching consumers at the most important place: at the point of purchase, in stores.