Today, the experience of grocery store shopping has changed. Often, customer experiences are split between physical interaction and digital engagement. And all too often, customer attention becomes split with it.
With so much to contend with, today’s marketers must conceive better grocery store advertisements. However, with the right insights and the right strategy, your campaign can influence consumer buying decisions with relative ease.
Here are some considerations to ensure your advertising in grocery stores is as broadly reaching as possible.
Audience Segmentation
There’s an old study about children’s cereal boxes, thanks to Cornell University, that’s relevant here. The study found that enhanced eye contact between youthful shoppers and cereal box mascots affected affinity and brand selection. Put bluntly: kids liked that cartoon characters were looking at them. And it made them want to eat that cereal.
Most marketers don’t have that level of product control in the store. But the anecdote about audience segmentation stands. Advertising in grocery stores follows the same principles as advertising anywhere else.
Your target audience wants to feel special. They want to feel spoken to. They want you to understand them and meet their needs exactly the way they want it.
With just the right placement in just the right spot, audiences can feel anticipation. And that warm and fuzzy feeling can, when associated with your brand, lead to greater affinity for it.
Consider this when placing your OOH creative throughout the store. Does your floor graphic try to be everything to everyone, or does it anticipate the overly particular shopper? Does your digital ad offer the mere promise of lower cost, or does it make the promise of better food for less? Speak directly to your audience segment in your ad, and the affinity is sure to follow.
Digital Signage
Ads around the grocery store are evolving. Gone are the days of windows plastered with print signage. In their place stand rotating digital ad experiences that speak to different shopper segments.
While stores sometimes use these digital grocery shopping ads internally, the experiences are often opened to brands as well. And this is your moment to shine.
Don’t simply showcase your product. Put your best effort into crafting a memorable, eye-catching digital experience that audiences will love. With the right tagline, the right motion graphics, and the right call to action, you’re sure to rise above the generic rest.
And with digital campaign effectiveness measurably larger than print, your good ad truly stands to win the day.
Point of Sale Ease
The window to market your product doesn’t close when the shopper’s basket is full. In truth, many modern brands are using point-of-sale advertising as a means of sealing the deal right at the buzzer.
Think of anyone you’ve ever witnessed dashing out of the checkout line to grab something. Or a family snagging an impulse-purchased candy while ringing up. Each of these moments represents an opening of that window for a brand to fill the shopper’s void.
Your ad, when placed strategically at the checkout counter, can not open that window and fill that void with the promise of your product. And really, isn’t great supermarket advertising about seizing the moment in a chaotic flurry of impulse?
Partner with AllOver Media for Your Next Grocery Store Advertising
When it’s time to turn ads into sales, grocery store advertising is an effective and targeted way to do so. And AllOver Media can help.
Our years of experience crafting winning OOH ad placements for our clients make us a grocery store ad leader. When you work with us, you get a partner who understands your industry, your competition, and your best path to success.
From point-of-sale placements to digital OOH, our solutions are as broad as they are effective.
Don’t sleep on the countless opportunities supermarket advertising offers. We are ready to craft a results-driven campaign today.
