Shopper Attitudes About Displays and Signs

Nearly two-thirds of shoppers polled in recent surveys by Mass Connections say their decision to buy products is influenced by signs and displays at least some of the time and that they are most likely to notice endcap displays.The presence of "fun and exciting" product signs and displays also has a positive impact on store selection and whether or not shoppers have a pleasant in-store experience, according to the surveys, which were conducted in two waves by Mass Connections event personnel in November 2005 based on questionnaires developed by the polling company, inc.Wave 1 of the survey polled 80 adults in various retail outlets across the state of California. Wave 2 included in-store interviews with 116 adult shoppers in Arkansas, California, Colorado, Illinois, and Washington, DC. A summary of the results prepared by the polling company notes that survey respondents were chosen from a group of shoppers present at stores on dates when Mass Connections was hosting events. Due to the limited universe and sample size, a margin of error is unavailable, and statistically significant conclusions cannot be drawn.The attached charts 1 through 6 summarize results from the two surveys. Chart 7 summarizes related results from an earlier Mass Connections' nationwide survey of 802 adults and three station-in-life surveys of 400 women aged 35-54, members of Generations X and Y (18+), and parents with two or more school-age children at home.Summary of ResultsWhen asked how often product signs or displays attract their attention in stores, 40% of Wave 1 respondents and 27% of Wave 2 respondents said "always or almost always." Another 29% from Wave 1 and 41% from Wave 2 said "most of the time." (See chart 1.) Among Wave 2 respondents, women were much more likely than men to say they notice signs at least most of the time (73% versus 52%). Shoppers over 55 were also more apt to notice signs than younger shoppers.The most noticeable displays were located in endcap locations or in event sampling areas. (Note: the fact that sampling events were being conducted may have enhanced the prominence of related signs and displays.) Results for the remaining display locations varied across the two different survey waves, perhaps in part due to differences in how the questions were worded and tallied. (See chart 2.) Wave 2 respondents ranked the visibility of shelf displays second after endcaps, followed by P-O-P at the store's entrance, event/sampling areas, floor displays and checkout displays. Both waves ranked ceiling displays the least likely to be noticed.More than 65% of respondents purchase products because they've seen them on displays, with 29% of Wave 1 respondents saying they buy featured products "on a regular basis," compared with 15% in Wave 2. (See chart 3.) Another 50% of Wave 1 and 53% of Wave 2 respondents said they purchase products "sometimes" after seeing a product on display.The earlier nationwide survey of 802 adults ranked endcaps the most effective marketing tactic at spurring purchases among a list that also included coupons, sampling and messages on an in-store media network. (See chart 7.) Coupons, however, were rated the most effective at influencing purchases according to the three station-in-life surveys of 400 women aged 35-54, members of Generations X and Y, and parents with two or more school-age children at home.Price and whether or not the product is on sale were the most requested types of information respondents wanted to see on displays and signs, according to the Wave 2 survey. (See chart 4.) Nutritional information and recipes incorporating the product came in a distant second and third, respectively.The presence of "new and different" types of product signs and displays made the shopping experience "more enjoyable" for more than half of the respondents in both waves. (See chart 5.) Likewise, more than 40% of respondents from the surveys said they would be more likely to shop at stores that feature "fun and exciting" product signs and displays. (See chart 6.)

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