How to increase in-store campaign effectiveness – lessons learned from the British Heart Foundation study

Room 1 | 2:30 pm - 3:00 pm | Wednesday, May 8, 2024

The in-store retail scenario continues to pose challenges and shopper attention is at a premium. Overcoming these challenges is particularly crucial for the profit and non-profit sectors alike as they rely on store environment to communicate to – and convert – shoppers.

As British Heart Foundation sought to maximize their in-store fundraising efforts our mission was to help them assess the effectiveness of their current retail campaign.

Traditional research techniques alone cannot give us an accurate answer because they fail to access the subconscious mind – which is what is really calling the shots during a store visit.

We have just one second to capture shoppers’ attention in store if we want to influence them to take action, whether it’s a purchase or a charity donation.

Unprompted ad recall is a standard measure in ad effectiveness research but it can give a skewed picture of reality as our subconscious mind can only process a fraction of the stimuli we come across, and 75% of people who see an ad will not remember it.

With this in mind, how can we make sure that our in-store advertising gets noticed and is compelling enough to make shoppers want to take action?

In this session we will share some of the things we have learned in our nationwide in-store study across British Heart Foundation charity shops where we applied a blend of different methods including eye-tracking, depth interviews and implicit testing to help us derive the full picture.

Key takeaways:

1. How people react to in-store advertising.
2. How we can advertise in store effectively.
3. How we can get shoppers to pay attention in a busy environment.

Case Study Presentation by Supplier Retail