Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

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Did you know that over 12 billion dollars is spent on point-of- purchase displays every year?

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Transcript of Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Page 1: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Did you know that over 12 billion dollars is spent on

point-of-purchase displays every year?

Page 2: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Point of Purchase

Point of Purchase (POP) is an important marketing tool that advertises a product or service at the point a guest makes a selection.

Page 3: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Point-of-PurchaseGoes Digital

Presented by:

Mollie Henefield

Page 4: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Challenges

Control • Distribution to 77 locations• Timing

Message• Changes take time

Page 5: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Possible Solutions

Video display Point of Purchase discovered• Provide control

– Change message by location, by day part at any time

Worked for the military• Used in dining facility• Increased sale of one test meal by 575% and

second test meal by 143%

Page 6: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Research Question

Do video display monitors in

Quick Service Restaurants

influence guests buying habits?

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Deployment

3 Restaurants Selected Meals 7 Rotating Days

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Examples

Video Display location

Page 9: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Method

Survey• Modified current survey used with 5 new questions

– Did you see the video display monitor?

– What attracted you to video display?

– Was video display in good location?

– Will you watch for the video display in the future?

– Did you order what was on video display today?

• Surveyor handed out surveys in restaurant – 3 locations, 2 weeks each, total of 1,900 collected

• Gave a free taco coupon as incentive

Page 10: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Discoveries

52% of guests saw video display 35% said that movement attracted their

attention 55% said that the video monitor was in a

good location 63% said they would watch the video

display in the future

Page 11: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Discoveries Of the 52% of guests that saw the video

display ONLY 21% actually ordered the featured item!

Page 12: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Discoveries Sales data showed the number of feature

items went up 47%

Page 13: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Answer

Research Question: NO Sales Data: YES

Page 14: Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Recommendation

Continue testing using sales data vs. customer feedback because the results are more exact

Test a drive-thru scenario as there is a more captive audience

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Questions?


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