Print vs Electronic in-store advertising How brands will target you in 2020

11^th March 2013– Growing competition between retailers will significantly change the face of in-store advertising over the next few years as brands compete strongly for your business, finds a survey by Epson. Retailers will increasingly fine tune the use of print and electronic advertising by your age, gender and the type of products you buy.   

The Epson 20|20 Vision Survey interviewed 500 retail brand and marketing managers across the five largest European economies – the UK, Germany, France, Italy and Spain – to evaluate the retail industry’s use of in-store print and electronic point of sale (POS) signage today, and how it will change up to the year 2020.

Traditionally, retail promotions have primarily been print-based, but the amount of advertising using electronic displays has increased over the past few years as retailers have experimented with the new media.  Retailers have learned a great deal about the advertising that works best and where and, in the future, they will fine tune its use to maximise sales. By 2020, the Epson survey shows, retailers are planning to conductmore frequent and shorter campaigns that use a mix of print and electronic advertising to accurately target specific customers. In the UK, most retailers will use quality printed advertising to promote high-value products in store, with dynamic electronic advertising used more to promote mass market, commodity products with special offers that can change on a daily or hourly basis. 

By 2020, print advertising will still be used by most brands when promoting products to men. However, an equal amount both print and electronic advertising will be used to reach females, reflecting the fact that they are a key target for both high-end and commodity products.

Age is another influencing factor. By 2020 retailers will use more electronic advertising when targeting 18-65 year olds, but print-based promotions will still be preferred for products aimed at children, teens and the over 65s.

Ultimately your age, gender and what’s on your shopping list will increasingly influence how retailers in the UK plan to promote their products to you when you enter their stores.

“The research findings are interesting and certainly echo the trends we are already experiencing in the sector,” says James Henry, Head of Retail, Intermarketing Agency. “As a retail marketing agency our focus has always been on providing the best possible POS solutions based on our clients’ needs, brands and budgets and having a view on return on investment.  We’ve already started to see significant growth in digital POS. This is enabling us to deliver highly targeted and tactical campaigns that we can tailor based on targets, sales and seasonality. Face recognition, proximity sensors, footfall tracking and many other advances make digital POS increasingly well targeted and effective. Plus with its fast turnaround and low cost, it allows us to deploy campaigns quickly and cost effectively. Our in-store campaigns are always supported by printed POS that enhances the experience and provides an ‘always on’ brand message regardless of the digital element. POS can help enhance the retail experience and drive an emotional brand connection, whilst also delivering a more rational product offer message, which is key at that zero moment of truth – the point where a purchase decision is made.”