Volume II: Consumer Interest and Acceptance of Video Displays in Retail Environments. ____________________________________________________________________
Overview
New forms of broadcast media have emerged over the past decade. One of the most exciting innovations has arrived in the form of retail-based video programming. Video screens are popping up in places such as supermarkets, department stores and larger retailers. The video content is designed to inform and entertain shoppers, as well as promote merchandise.
Retail video harnesses the power of recency media planning. It is the idea that advertising media "sell" those consumers who are ready to buy the product. It is as if there is a window of opportunity preceding each purchase where the consumer is most susceptible to a brand message. Advertising's job is to influence the purchase; media's job is to put that message in the window. Retail video takes the proven impact of broadcast-style ads and places i directly at the point of purchase.
Definition of Terms
Throughout this summary we will refer to the following terms:
Retail video: Video programming (entertainment, information, or commercials) played on screens--other than sets in the TV department--in a retail store.
Retail video advertising: Spots or promotional content that is proadcast on retail video displays.
Significant Highlights
One-third of Americans have watched in-store video. Thirty-three percent of consumers recall seeing video screens in a store--not counting sets for sale in the television department.
One in 10 shoppers make a habit out of watching retail video. Ten percent of consumers who have seen video screens in a store say they either always or frequently stop to watch. Another 32% sometimes stop to view video screens they pass in a store.
Most video programming viewed featured products sold in the store. Eighty-one percent of shoppers who have seen retail video say the programming focused on merchandise available in the store. Almost half (47%) recall learning about specials or sales from the video displays.
Over half of retail video viewers think more stores should install displays. Fifty-two percent of the cnsumers who have watched in-store video feel that more stores should run video programming.
More than three-quarters of retail video viewers find the screens helpful. Sixteen percent of the consumers who have seen video in a store feel the displays that feature product or sale information are very helpful, and another 62% find them somewhat helpful.
Close to 30% of retail video viewers have made an unplanned purchase. Twenty-nine percent of the consumers who have seen video in a store say they bought a product they were not planning on buying after seeing the product featured on the in-store video display.
If given a choice, 42% of retail video viewers would prefer to shop in a store that has video displays. Over 40% of consumers who have seen video in a store say that in the future they would choose to shop in a store with video screens versus one without.
Consumers are most insterested in video that focuses on store sales, product information, and special events. Eighty-one percent of all consumers, regardless whether they have already experienced in-store video, are most interested in seeing video programming for the store they are in--including sales and specials (81%), product information (72%) and special events (68%).
Young adults are interested in watching music videos while they shop. Seventy-two percent of consumers age 18-34 are interested in watching music videos on video screens in the stores where they shop.
Almost half og male shoppers are interested in sports news and scores. Forty-six percent of men are interested in getting sports updates from video screens while shopping.
Comments and Recommendations
Shoppers are extremely receptive to retail video. Consumers like in-store video displays and want to see more of them. This benevolent attitude toward the medium can reflect well on the advertisers.
Retail video stems the tide of commercial avoidance. New technologies such as the DVR, video downloading, and cable/satellite Video on Demand are giving consumers unprecedented control over programming and the commercials normally associated with them. Retail video delivers a broadcast style message that cannot be circumvented.