News

Study: C-store shoppers respond differently to in-store media

June 18, 2009

Progressive Grocer: The way consumers respond to in-store promotional messages and media is changing, with traditional media not necessarily as effective as it once was, 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, senior vice president, consumer industries for Miller Zell Inc., the firm that conducted the study. "New promotional technologies will help boost the ring. But how can convenience retailers best market to the young adult male coming in for an afternoon snack now? How do they convince him to purchase just one more item?"

Click to continue