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Retail Engagement

Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.

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Impression and connection measurement devices measure the effectiveness of these efforts. A system called FacePlate, for example, uses gaze-tracking software to measure actual impressions on digital displays. “Without a doubt, the trend is to utilize these new technologies for in-store marketing, within those last few feet connecting to the consumer. These technologies maximize the shopping experience through engagement, interaction and measurement,” said Rizzaro.

In-store marketing, as a result, is outpacing Internet advertising in overall growth, doubling since 2004 and expected to have an annual growth rate of 21% through 2010, according to Deloitte & Touche USA LLP.

Capitalizing on Engagement

Highly evident in the holiday season, gifts with purchase increase brand loyalty and complement in-store engagement efforts.

“In order for customers to be able to experience other products that our skin care specialists might believe complement the individual [regimen], it is necessary for the customer to be able to try [the product as a gift] and confirm the trust that she has begun to place in our skin care specialist,” said Jason Smith, vice president of brand management, RéVive, a skin care company. “This gift with purchase underlines that trust and enables our customers to return with further purchase requests.”

Brands utilize the gift with purchase to direct the consumer’s attention to a new product while increasing overall brand loyalty, but they are also taking advantage of the consumer’s need to feel that they got a good deal—also reinforced in rebate marketing.
“There has been a rise in rebate marketing. The offer of savings on name brands has been effective, even when it is a multipart project to mail in a rebate form,” said Duerr. “The incorporation of on-pack marketing on consumer goods and beauty items has been in effect for some time, and has had considerable effect on overall sales.”