Helping to confirm those results are new findings from BIGresearch that also point to the increasing importance of marketing at retail. Across all demographic groups, 27.4% of those surveyed said in-store promotions influenced their decisions, up 0.5% from last year. That compares favorably to TV/Broadcast at 27.9%, though still ranks behind traditional forms of retail promotion like newspaper inserts (30.5%) and word of moutn (42.6%). Of course, the influence of newspaper inserts have also been falling steadily the last few years, and plunged -4.5% last year lone (the influence of word of mouth promotion remained steady).
Tags: retail marketing, in-store advertising