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Research Shows OOH Influence on Path to Purchase

This article was first published on on 24th October.  

New research carried out by Kinetic, Mindshare and Group M shows that on average 74% of grocery shoppers look at Out of Home formats on the "path to purchase".

According to the ‘Grocery Shopping Research' project grocery shoppers in Dublin and Cork were intercepted to watch footage of a typical trip to the supermarket taken from a shopper's point of view.

Eye-tracking technology was used in the study to measure the point of gaze, length of gaze and eye pupil fixation at various points along the route. The eye-tracking component measured second by second eyeball movement and iris focus during the lifetime of the video. Exit interviews were also conducted and used to compare heat map data and dwell time against recall of advertising. 54% of respondents successfully recalled the advertising creative; while just under a quarter of potential viewing time was spent looking at media formats along the way.

Grocery shoppers assessment of their own shopping habits, merged with eye-tracking mapping has provided pioneering data on how different shopper segments interact with Out of Home (OOH) media formats and advertising creative. This results in first-time knowledge for brand owners to use when planning their communication relationship with grocery shoppers.

As a result, brands can now plan their media formats along the path to purchase according to the appropriate audience. In addition they can also start to use a variety of creative messages consistent with the key communication advantage of the media format, its target grocery shopper and their proximity to the grocery store. An average 52 minutes are available for brands to compel targeted engagement with the appropriate segment that are in decision-making mode while shopping.

The study highlighted additional insights into shopping habits including the finding that over 30s are more likely to buy leading brands while under 35s are less likely to use loyalty cards or vouchers. In addition the over 35s and those with a household income over €30,000 shop for fresh food most days. The survey also found that women spend on average 41 minutes in the supermarket while men spend 36 minutes. Most main-shop grocery shopping is taking place between 2 and 3pm, while most top-up shopping is done at 6pm.

  • Only 41% of adults usually make a shopping list and try to stick to it
  • The mean frequency of visiting the outlets surveyed was just under twice a week
  • People who like to buy fresh produce shopped at the surveyed outlets 2-3 times a week
  • Women are more likely to be healthy food buyers
  • Men are more likely to be bargain hunters and price conscious

Grainne Dilleen, Communications Director in Kinetic said: "The Shopper Research Project provides a valuable insight into grocery shoppers and their interaction with Out of Home formats. We are very pleased to be in a position to assist our clients and agencies with fine-tuned knowledge to facilitate effective engagement around purchase decision-making. It will further support driving a positive return on marketing investment using a targeted multi-format OOH approach."

Consumers that are primarily influenced by brands are more likely than the average person to find OOH formats on the path to purchase more effective, according to the Shopper Research Project.

Hilary Tracey, Business Planning Director from Mindshare said: "Mindshare is delighted to work alongside Kinetic to conduct this meaningful report on grocery shoppers' interaction with OOH. The role of each format along the Path to Purchase is now clearly defined and we have very clear action points on how brands can connect with the appropriate grocery shopper at all stages. Interestingly the research also revealed that outside consumers are more likely to have a purposeful look while with indoor OOH consumers are twice as likely to look."

Kinetic, Mindshare and GroupM presented the Shopper Research Project this morning in the Chartered Accountants House on Pearse Street. The sample size for the research project was approx 300 people; 72% women and 28% men, with a mean household income of €42,510. 63% were aged 30-55 years; 44% had 1-2 children; 31% had no children; 59% working either full or part time and 18% were homemakers.

The discussion panel included: Hilary Tracey, Business Planning Director, Mindshare; Ger Farrell, Managing Director, Sponge It; Adrian Wistreich, Research Director, Sponge It; Scott Hodgins, Managing Director, Acquity ETS Ltd.