Neighbourhood convenience screens – already an activation inspiration
While Amscreen were trialling the neighbourhood convenience digital screen network in May this year we at Digicom worked with them on a research project through Lake Market Research to understand shopper receptivity to the screens in these locations.
What began as a straightforward project to understand awareness and opinion turned up some fascinating findings about shopper behaviour in neighbourhood convenience stores which will have a significant impact on the opportunity delivered by this new network to advertisers.
For starters, over a third of those we interviewed visited the store every day. The visit was, in almost half of all cases, driven by the need to visit that store specifically, not as an afterthought on an alternative journey. So people visiting are already in shopping mode, making them more receptive to alternative and additional prompts to purchase.
There was a wide range of reasons for people’s visits, too. 22% were ‘topping up’; 21% were buying lunch; and 19% were grabbing a snack. Over half of our respondents worked full time. These stats combined suggest that for a lot of people a trip to the local shop going to or from work is an established part of a daily routine, which gives advertisers a unique chance to open a dialogue with the consumer and work on an ongoing basis to affect their behaviour.
But where it got really interesting was when we started to dig into who bought what, and why. Consumers acknowledged the presence of multiple communication points in the store; the brand new LCD screen was one of them. And, as the graphics below show, the vast majority of products bought either on promotion or on impulse were supported strongly by screen content. Perhaps at this early stage of the screens’ installation in convenience locations that prompt is to an extent subliminal, but it is undeniably there.
This is clearly good news for Amscreen and Digicom, working together to deliver the best possible new network for advertisers seeking to bring product promotion directly into the community, and also for advertisers. It shows that the screens are an activation inspiration, even at the early stage of their life within the stores which the research covered, driving promoted product purchase amongst significant numbers of neighbourhood convenience store shoppers; this effectiveness will only increase.