Trolley posters deliver 15% sales boost for brands, research finds

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trolley ads

Trolley ads are increasing sales, new research suggests

Trolley posters are generating an average of 15.2% sales uplift for advertised SKUs - despite shoppers claiming they never notice them, new research has found.

Brands using trolley posters in three top retailers also posted a rise of 13.7% in incremental sales four weeks after their campaigns, research from IRI and shopper media agency Capture found.

Trolley posters played a key factor in driving sales across ambient and fresh, and were found to be one of the most effective ways of reaching shoppers in-store, the research suggested.

The study was part of a wider analysis of 160 campaigns across the top six grocers. It looked at shopper marketing activity ranging from traditional PoS to new channels such as geo-targeted mobile marketing.

The study also found that PoS triggered an 18% uplift in sales across all groceries, and ATM advertising helped boost sales by as much as 20.8% for the advertised SKUs.

By contrast, in-store brand sampling was popular but found to be short-lived in its effects, and showed no real positive return on investment, with high costs for a relatively low reach.

IRI shopper analyst Paul Goodwin said: “This type of robust evaluation can help to prove or dispel myths surrounding shopper media channels and allow brands and agencies to plan campaigns more effectively and with confidence.”

IRI uses EPoS data to compare stores using trolley posters against those without them. Criteria used includes the benchmark sales of featured SKUs, brand, category and assortment. It also takes seasonality and promotions into consideration.

Readers' comments (1)

  • Blimey, in-store sampling showed no real positive return on investment, with high costs for a relatively low-reach”, surely not [sic]

    At last some major research which really proves what most of us in the industry have known for a long, long time anyway, which is that in-store sampling is not only very expensive, delivering no real RoI or cut-through, but it is also a complete waste-of-time and arguably actually probably counter-effective.

    In fact pretty much all in-store grocery sampling, mainly controlled by the mults own sampling agencies, who naturally have a vested interest in maintaining the status-quo, is undertaken by ‘Doris from the checkout’, probably very nice, but a completely non brand trained store staff member who lacks passion, enthusiasm and most importantly any product knowledge, following the mantra “try this” to which the response if any, is probably “what is it” and the reply “don’t know but try it anyway”.

    As the nucleus of these samplers, I wouldn’t call them brand ambassadors, is drawn from store or itinerate, part-time staff, who will be sampling yoghurt, one day, mobile phones the next and wine the following day, all without a clue of what they’re doing, and don’t be fooled by the ‘well they been sent the brand briefing document’ argument, which they probably haven’t bothered to read, that’s if they got it in the first place, it’s hardly surprising that in-store is so grossly ineffective!

    So why do brands do it? Well one of the key reasons is buyer pressure, not that the buyers think it’ll do much good anyway, it’s just another ‘bottom-line’ contributor, secondly the mults sampling agencies have tried to stitch, sorry I meant sew-up the available options so that it becomes almost impossible to use properly brand trained, because, yes you’ve guessed, it reduces their profitability and finally many brand managers simply don’t know any better!

    So well done IRI for finally highlighting one of the biggest farces in grocery marketing. It’ll certainly be interesting to see the response across the industry!

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