What’s in store for successful brands?
MEC MediaLab’s Kathryn Saxon looks at consumer shopping behaviour, and assesses the impact of in-store media on purchasing decisions
Walk into a large supermarket, and there will be some 34,000 products to choose from. Each purchase thus represents the ‘moment of truth’ for a brand: either the carefully crafted brand expression is converted into a sale, or it loses out to a competitor.
The in-store environment - where various studies suggest the majority of final purchase decisions take place - is...