Destination + Impulse - How to Influence and Guide Hispanic Shopper Behavior
OUT-OF-HOME: STILL THE ONE FOR SHOPPER INFLUENCE July 2015.
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OUT-OF-HOME: STILL THE ONE FOR SHOPPER INFLUENCE July 2015
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Transcript of OUT-OF-HOME: STILL THE ONE FOR SHOPPER INFLUENCE July 2015.
OUT-OF-HOME:STILL THE ONE FORSHOPPER INFLUENCEJuly 2015
BRICKS & MORTAR STORES ACOUNT FOR 13 TIMES MORE SPENDING
Path to purchase and in-store advertising remain very important
Source: NAB May 2015, Online Retail Sales Index and ABS traditional retail sales data excluding cafes, restaurants and takeaways
7%of retail dollars come from
Online purchases
Total Retail Spend Online Purchases0
50
100
150
200
250
Retail Spending12 months to May 2015
$bill
ion
PEOPLE CRAVE A PHYSICAL PLACE
Shopping centres are fulfilling this need
Source: Nielsen, 2014 State of the Shopping centre
“In today’s digital age where consumers can connect with each other via text in an instant and do their shopping from their couches, people still crave a physical place to congregate, connect and engage.
And more and more, shopping centres are a big part of fulfilling that need.”
OUT-OF-HOME IS THE LAST BROADCAST MEDIA INFLUENCE
Out-of-Home + Mobile: Influence shoppers
Source: Day in the Life Study, Research Now, Total 14+ n=3,465Shoppers defined as people leaving home to shop
61%0f shoppers will only be exposed to Out-of-Home in the hour prior to a
shopping occasion.
The remaining 39% interact with Out-of-Home and other media:
Online 20%, Radio, 16%, TV 9%, Newspapers 3% and Magazines 1%
87%of smartphone and tablet
owners use a mobile device during shopping
occasions.
Consumers use mobile alongside in-store shopping as an extended shelf, using
their devices to locate stores, get purchasing advice
from friends and look up prices and product reviews.”
Source: Nielsen, 2014 State of the Shopping centreSource: Roy Morgan Single Source (Australia) January 2014 – June 2014 Smartphone
81%of Australia’s 12.5 million smartphone owners aged 14+ (81%) recall seeing some form of outdoor
advertising in an average week, research from Roy
Morgan shows.
They are more likely to notice all forms of out-of-
home advertising than those without a smartphone,
according to this research.
