The Impact of Displays on Product Launches

What factors make consumers purchase a new product after they have come upon a display in-store? Benefits and results are more important than brand identity or even good placement of the point-of-purchase displays, according to a new study commissioned by Henschel-Steinau, Inc. and conducted by New York's Meyers Research Center.The study was executed in select Schnuck's supermarkets and Walgreens drugstores and centered on the launch of a new oral care product by a major brand manufacturer. The research sought to determine factors that influenced consumers, both in-store and leading up to their shopping trip when considering the purchase of a new product.Among the findings:When deciding to try new products, consumers said the benefits and perceived quality of the products were most important when making the decision to purchase, followed by the price. The brand name was least important. That was particularly true for older consumers.Placement of the new product display is very important. It needs to be placed in a prominent position in the aisle and be easily accessible, thus encouraging trial.Females are more likely than males to learn about these new products in the store and in newspapers, while males are more likely to hear about them on television.Older consumers are more likely than younger consumers to cite the product benefit as being important in the decision to try new products.Six in 10 shoppers aware of the new product cited television as the source of their awareness, followed by magazine and in-store promotions (displays and/or circulars).Of those who said they would be likely to buy the new product in the future, the majority had seen a display they considered "highly informative."Female shoppers were more likely than male shoppers to learn about new products through in-store promotions."The retail environment is clearly a powerful stage for building awareness of new products. What this study reveals is that brand marketers will want to step back and take a look at the role that their brand equity plays in persuading consumers to try a new product, particularly in the health and beauty aid category," explained Steve Mann, Director of Retail Research, Henschel-Steinau. "Brand equity alone is not enough to prompt consumers to try new products. The communications that matter in-store center around benefits and the quality of a new product as much as price and brand loyalty," Mann added.

The Impact of Displays on Product Launches

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