F.Y.I.

Shoppers have become blind to point-of-sale, claims Aussie report

Shoppers have largely become blind to Point of Sale material, a report released by Australian consultancy BRANDED claims as the company enters a partnership with 3D display company Stackawraps.

The announcement:

Analysis: Shoppers actually see very little Point Of Sale material.

New report released in conjunction with exclusive UK license deal

An Australian Point Of Sale analysis commissioned by BRANDED., has highlighted just how little some Point of Purchase material may actually be seen by shoppers in stores.

Collated by a leading category consultant with deep exposure to both retail and FMCG shopper marketing strategies within Indian, UK & Australian retailer and merchant roles; the “unmissable visibility” report re-examines existing research and creates new charts to demonstrate:

  • Up to 58% of POS does not get passed by shoppers
  • There is up to 52% duplication of POS
  • A maximum of just 1.8% of POS is actually ‘seen’ in all cases.

With an average full-service Supermarket now stocking between 20,000 and 25,000 SKU, the report aims to provide a framework to help Marketers understand and approach purchase barriers and was released in conjunction with BRANDED’s exclusive StackaWraps® Australian & New Zealand license (an highly visible & oversized 3D product replication patent from the UK)

Guiding Principles for Unmissable Visibility:

The report, titled “Unmissable Visibility’ further outlines how Eye tracking studies show

  • The glance of a shopper when looking for an item in front of a fixture is the size of a human fist
  • When narrowed down to an single item, shopper’s vision concentrates on an area roughly the size of a thumbnail

Available as a download from www.StackaWraps.com.au, the 6 page report covers simple guiding steps, approaches and models to ensure higher visibility of shopper marketing campaigns.

Our new StackaWraps® partnership allows shopper marketers to cost efficiently create premium high impact, highly visible photo realistic product launches, beyond ‘Inflatables and Vacform’  said Kelly Peoples, Managing Director for BRANDED.

“With the formation of this partnership, we felt it a was also a great opportunity to commission an expert’s analysis to provide Australian shopper marketers with guiding principles and key metrics that they may not ordinarily have access to, to increase their opportunity of success”

Richard Peters from UK business StackaWraps® said “This report on visibility compounds our decision to work with Branded. We had been looking for a while for a suitable partner in Australia& NZ; BRANDED. have not just the equipment to manufacture our 3D replicas, they also have the branding, sales and marketing experience that benefits our future joint clients as our relationship grows.

Source: Company media release

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