Branded shopping carts come out tops
Service provider MTN recently tasked independent research house Freshly Ground Insights (FGI) to investigate the efficacy of advertising on the Icon Media-branded shopping carts among shoppers, with aspects such as brand recall and the influence on purchase decisions coming under the spotlight.
The study was conducted at Checkers Hyper stores in Benoni, Boksburg, Edenvale and Constantia late last year. A sample of approximately 200 consumers was randomly selected for intense face-to-face interviews with FGI researchers.
An incredible 98% of respondents said that their children are more manageable in the store where the Icon carts are available. Besides a more kid-friendly shopping experience, 97% of parents canvassed believe that advertising on these carts is a highly effective method of catching their attention. Of these parents, 74% said that the advertising reminded them to purchase a product. Brand recall also faired well, with 89% of parents remembering the advertising message of a certain branded cart.
“Naturally we're thrilled with these findings, even more so because the second set of research mirrors the findings of the first,” says Storm Ackerman, GM for Icon Media. “It is clear from our research that our platform is a fantastic shopper marketing tool.”
“It is always a fantastic reinforcement when independent research confirms the efficacy of your product,” concludes Ackerman. “As a brand we also endeavour to conduct our own consumer research to assist advertisers to make optimal usage of the advertising space available, drawing on consumer insights when fine-tuning design, colour choices and creating competitions, thus ensuring we deliver only the best for our clients.”
Connected by: Uninet
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
