Is Showrooming an Insurmountable Threat to Retailers?

Posted Friday, September 27, 2013

KDM custom merchandising display
KDM custom merchandising display

Have you ever visited a store and saw a product you liked, but then purchased it online (usually at a lower price) instead of from the store? That’s called "showrooming". With 106 million people in the U.S. owning a smartphone, consumers can now shop in a brick-and-mortar store with the internet immediately accessible. As a result, retailers are concerned that showrooming will drive more and more customers to leave stores without a trip to the cash register.

A study on the subject released this month by Columbia Business School and Aimia, a company that builds retail loyalty programs, sheds light on how consumers are actually using their mobile devices in-store, and what strategies retailers should consider to engage these mobile-assisted shoppers (M-Shoppers). The study examined 3,000 consumers in the US, UK and Canada.

Sample findings from the study:

  • 21% of all consumers are M-Shoppers, using their mobile device to help them with their purchase decision
  • Only

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Tags: eCommerce , interactive marketing , KDM Merchandising Solutions , KDM POP Print Solutions , KDM Retail , Kroger , showrooming , Walmart

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The Importance of Reaching the Millennial Shopper In-Store

Posted Friday, September 20, 2013

Millennials- sometimes called Generation Y, defined demographically as ranging in age from 18-37, make up the largest U.S. population cohort to date. At 86 million strong (7% larger than Baby-Boomers), they will make up 30% of all retail sales by 2020.

The NPD Group, Inc. just released a report, “Winning the Fight For Millennial Shoppers”, stating that 81% of Millennials’ retail spending occurred in brick-and-mortar stores, compared to only 19 percent online. Another study released this month by Valassis revealed Millennial’s number one source for coupons and deals is the Newspaper at 51% with email coupon alerts a very close 2nd at 50%.


Millennials are, without a doubt, the most-digitally savvy demographic on Earth- consuming enormous amounts of content via their smartphones and tablets. But, if you are a retail marketer, you shouldn’t assume they won’t engage in or seek out what is considered to be more traditional marketing methods and

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Tags: KDM POP Print Solutions , KDM Retail , millennials , point-of-purchase

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Overcoming Lighting Challenges in Menuboard Evolution

Posted Friday, September 13, 2013

KDM White Castle outdoor menuboard
KDM White Castle outdoor menuboard

Submitted by Rick Rhodes, KDM Atlanta Operations and QSR Retail Specialist~   

Menuboards are the most important graphic element within a fast casual dining or quick serve restaurant (QSR). “We believe, in addition to the marketing and promotions, that the pre-sell board and the menuboard are the key tools we have to shape and influence the customer’s purchasing decision.” [Doug Pendergast, CEO Krystal]

According to the 2012 QSR Drive-Thru Performance Study, the Drive-Thru can account for as much as 50-70% of total QSR sales. Rule # 42 from QSR Magazine’s 100 Ways to Improve Your Drive-Thru states: a customer that can’t discern the menu is likely to order less or leave and advises store operators to enhance visibility on the menuboard after sundown with proper lighting.

So, menuboard lighting can have an important effect on sales, but, let's talk about the huge effect on the environment and a retailer’s bottom line. For several

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Tags: KDM Branding Solutions , KDM POP Print Solutions , KDM Retail , Quick Serve Restaurant

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Eye-Tracking Reveals In-Store P.O.P. Intelligence for CPGs

Posted Thursday, September 05, 2013

Wouldn’t it be powerful to know which of your in-store point of purchase materials were having the greatest impact on why something did or didn’t sell? Eye-tracking technology pinpoints and records exactly where shoppers are looking while in a retail store environment, a virtual store or a mock store by producing a heat map of the fixation. It is a research tactic being used by consumer packaged goods (CPG) companies to document the shopper’s engagement with their categories, brands, packaging, point of purchase (POP) displays and materials. CPG brands can then use the data collected from the shopper’s perspective to optimize their in-store marketing efforts.

Forms of Eye-Tracking Being Used by Marketers
The August 2013 cover story in Shopper Marketing Magazine discusses the evolution of eye-tracking and the various forms being used by marketers:

  • Virtual simulated store- desktop software allows users to go down aisles, interact with and select products. 

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Tags: CPG , digital printing , KDM Merchandising Solutions , KDM POP Print Solutions , packaging , point-of-purchase

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