In-Store Media Must Change With the Times

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NEW YORK The way consumers respond to in-store promotional messages and media is changing, with traditional appeals losing some potency, according to the results of a new poll that surveyed 999 shoppers shortly after completing a shopping trip.

The effectiveness of promotional messages depends on the age and gender of the shopper, the message vehicle and whether or not the message is found inside the store or outside the store, the survey revealed.

“Convenience retail has a huge opportunity, because most c-store purchases are spontaneous, optional, sometimes planned and sometimes unplanned,” said Curt Johnson, svp, consumer industries for Miller Zell, the firm that conducted the study.



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