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Avg Number Of In Store Marketing Messages Per Shop
Posted By: karen.bowie on 11/3/2009 3:12 PM (CST) 250 Points
Does anyone know the average number of in store messages Americans are subjected to in a shopping trip?

Posted by: Levon Member Response
11/3/2009 4:32 PM (CST)
What kind of messages?
 
Posted by: karen.bowie Author Response
11/3/2009 5:04 PM (CST)
Ideally all messages from in store maketing initiatives eg; Instant coupons, end cap displays, free standing displays, foor media, aisle violators, danglers etc etc- basically any message that hasn't come from product packaging or standard shelf tickets.
 
Posted by: mgoodman Moderator Response
11/3/2009 6:13 PM (CST)
The number can vary all over the place. Why do you need this average? If the range is 25-27,500, and if the average is 12, 823, what possible use will that average have?

It depends on what kind of shopping trip. If you are going to the neighborhood gas station to pick up some motor oil, the number of messages is probably going to be just a dozen or so. And if you're going to Wal-Mart it's going to be in the thousands -- probably tens of thousands if you're going to roam through all the aisles.

And if you're considering packaging as a component of "in-store messages" then the number is even higher.

Net, it would help if we knew what you need this "average" number for, what kind of store you mean, what country you're dealing with, and what constitutes an "in-store message."
 
Posted by: karen.bowie Author Response
11/3/2009 6:40 PM (CST)
I am trying to paint a picture of how much messaging both before and during a store visit the average shopper is bombarded with eg: 3k advertising messages a day, 35k items in the store all of which have on pack messaging and x no of messages from in store marketing activities. Would be nice to be able to contrast this with the average no recalled. However, fear this may be too ambitious. Since the other nos I have are for grocery stores in America, it would be great if grocery stat in America could be provided.

Thanks for your help.
 
Posted by: kellyann Accepted Answer
11/3/2009 8:31 PM (CST)
Interesting question. If at all possible, I'd just show a photo or two. . . not sure if you can really get the point across with a number.

From the internets:
Finally, shoppers are exposed to a vast array of marketing messages within the store. "We know that the average number of marketing stimuli in a grocery store is about 3,500 and larger store formats, such as mass merchandisers, have over 5,000 stimuli. A typical drugstore has roughly 2,300 marketing stimuli," cited Calhoun. "These numbers clearly show the strong interest that retailers and manufacturers have in placing more focus on retail marketing and point-of-purchase advertising."
http://www.instoremarketer.org/article/p-r-i-s-m-s-promise-br-approaching-r...

My guess is that this count does not include packaging.
 
Posted by: karen.bowie Author Response
11/9/2009 9:03 AM (CST)
Thank you for the responses above. I presented the figures provided on Thursday last week in conjunction with a psychology tool that helps people understand how we deal with so much stimuli and they were well received.
 


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