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Weekly Furniture World Media Note #34 from Lance Hanish - MobileFirst: In-Store Messaging Particularly Influential For Moms

Furniture Industry News Update - Furniture World Magazine
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Article Summary: Recent research shows that in-store messaging is influential in driving impulse buys, and new survey data from SymphonyIRI released in April 2012 indicates in-store messaging has a keen influence on mothers’ brand decisions.


Recent research shows that in-store messaging is influential in driving impulse buys, and new survey data from SymphonyIRI released in April 2012 indicates in-store messaging has a keen influence on mothers’ brand decisions. According to the survey, mothers are more than twice as likely as the general population to say that their brand decisions are influenced by in-store kiosks (with an index score of 235), 68% more likely to be influenced by signs or displays in the store, and 30% more likely to be influenced by an in-store circular. They over-index in these influencers more so than for item price (126), shopper loyalty card discounts (122), and product label or packaging (102).

Results from the survey show that mothers turn to digital media to find coupons at a far greater rate than the general population. They are 70% more likely to download coupons from retailer websites or from coupon sites (both at 39% vs. 23%), and 65% more likely to download coupons from manufacturer websites (38% vs. 23%). Mothers are also roughly twice as likely to use social media sources to get coupons (22% vs. 10%) and to visit online deal sites (20% vs. 11%).

Most mothers are also looking to save money by shopping at multiple stores to find the lowest price, while 4 in 10 are adjusting their shopping schedules to make larger trips at the beginning of the month when more cash is available.

Mothers are using digital and mobile more. With this study’s information regarding in-store messaging, one should consider that this is not just for food store shopping but also for every type of shopping including home furnishings.

The use of QR Codes is important in delivering critical information and in creating interactivity between the store and the customer. We may be overlooking one of the most important sales connections in not using advancements in digital and mobile in stores.

We live in a new DNAge.

Think MOBILEFirst.

Lance Hanish is Chairman/CEO and Chief of Imagination at Sophis1234 Data.Digital.Direct. He can be reached at Lance@Sophis1234.com; Facebook: http://on.fb.me/w88x5m Twitter: @Sophis1234; Pinterest: http://pinterest.com/sophis1234/  

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