Retailers discover How We Really Shop

Consumer research commissioned by out-of-home media firm oOh!media sheds light on how advertising works in a retail environment with 83 percent of respondents saying they were affected by price discounts, while almost two-thirds say they stick to regular brands and just over half are after convenience.

The How We Really Shop survey revealed that consumers were most faithful to their coffee, cereal and toothpaste, but were most likely to impulse buy confectionery, wine and ice cream.

Teens (91 percent) noticed retail signage most often, compared with 62 percent of main grocery buyers, but only 66 percent of teens believed the signage provided more information about a promotion in store.

“What was particularly interesting from our perspective is that shoppers appear to be happy with the advent of retail media and believe they play several key roles, especially around building familiarity and delivering product news,” said Brendon Cook, oOh!media CEO.

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