In-store activations: what works for shoppers?

Monthly, we share our shopper marketing highlights that look at in-store initiatives and activations designed to drive demand and create impulse purchases. This report has prompted clients to ask if we can quantify which elements of these activations resonate most with shoppers and generate the most engagement.

How do we do it?

To help answer this question, we invested in 4 rounds of bespoke shopper research. In each round we speak to over 2,000 shoppers via a questionnaire, exploring their thoughts and reactions to 25 in-store activations.

Respondents are shown an image of each in-store activation in situ for 20 seconds. After removing the image from the screen, we test their recall, ask what they like and dislike, and identify which elements of each activation resonated most with them. 

Activation success checklist 

Based on insights from our four activation testing reports, we've created a checklist outlining the 5 key elements to include when designing your activations.

One of those elements is the importance of creating an occasion. Cross-category collaborations help shoppers fulfil an entire occasion in a single activation. This approach not only enhances convenience but also has the potential to drive higher basket spend by encouraging bundled purchases.

Our latest activation report features a standout FSDU for Heinz’s new Pickle Ketchup variant.

Its compact and clear messaging boosted shopper readability and memorability, with over half finding the execution appealing. Shoppers appreciated the informative yet humorous approach and were intrigued by the new exclusive flavour, which also spotlighted the broader product range.

However, to help further enhance engagement and relevance, we recommended placing the display alongside complementary categories like BBQ essentials. This approach will not only tap into seasonal relevance but also provides shoppers with a convenient, all-in-one solution, making it easier for them to complete a full mission or occasion from one location.

To find out the additional four must-haves in our checklist, along with a deep dive into the other executions, ShopperVista subscribers are invited to read the full report.

Want to find out what shoppers think about your in-store executions?

There are a number of different ways we can support you to evaluate the effectiveness of your in-store activations. While this report focuses on measuring brand cut through, our consulting team can provide additional contextual understanding through methods like in-store intercepts and eye-tracking research, helping you better understand and refine your activations.

Do you want to find out what shoppers recall about your in-store displays? Or what they like and dislike about each activation? Reach out to your account manager or the ShopperVista team to identify which elements of your activations resonate most with shoppers.