The Daily Feed: Grocery Store Radio?

You probably consider yourself a pretty savvy shopper. You go to the store with a list, and you know full well that just because something is on sale doesn’t mean you should buy it, especially if it’s something you’d normally forgo.

But are you really aware of how much subtle, and even overt, marketing goes on right under your nose? I often feel myself drawn to products I don’t really need, especially if there’s a colored sign announcing a special promotion (buy two, get three!), or a mid-aisle display around which I have to physically maneuver. These factors have a tremendous influence on consumer behavior.

And static displays are the just the tip of the iceberg. According to Food Biz Daily, a new study out of the UK reveals that “multimedia in-store activity” can generate more than 25 percent additional revenue on promotional items. In-store radio proved especially influential.

Personally, this terrifies me. One of my local grocery chains sports television screens on the check-out aisles and in the produce department; they spout an endless loop of promotional chatter about sales and can’t-miss deals. They’re also phenomenally annoying.

What if word of this new research travels from the UK to our shores, and multimedia promotions like in-store radio and television become the norm rather than the exception?

Worse yet, what if there’s no mute button in sight?

 

 

Cheryl Sternman Rule is a widely-published food writer and the voice behind the blog 5 Second Rule.

 

 

 

 

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