Ett blink i bruset
En uppsats om möjligheten att påverka konsumenten vid livsmedelsinköp
Today endless choices exist for a customer in the grocery store in terms of information, products, brands and prices. Consequently, it is important for retailers and brand owners to gain insights in how they can manage to break through the clutter to reach the customer. Displays that include some kind of motion element are assumed to possess an attention grabbing ability, which is a necessary first step in influencing the customer?s decision making. Therefore we have explored whether so called dynamic displays are efficient in grabbing attention and influencing customer behaviour. We have examined the effects of the dynamic displays for two product categories and with two distinct messages. We conducted several in-store experiments where observations, questionnaires, customer eye-tracking, sales data and verbal data collection were used to give the thesis a solid ground. We also studied the so called selection mechanisms, with other words we measured what made the customer consciously notice or not notice the dynamic display. Our results indicate that dynamic displays are able to grab the customer?s conscious and unconscious attention, influence customer associations and intentions, as well as increasing purchases. We concluded that the dynamic displays were most effective for ?selection-products?, when the displays communicated ecological messages and in areas where they were perceived as distinctive against the background. Our results also showed that displays with different messages could influence consumers? associations to a brand positively or negatively. Furthermore, instant likeness of the display could explain why a customer noticed it. However, the instant feeling of it being a persuasive attempt could not explain why the customer did not notice it. The results present interesting insights for academics and retailers into in-store marketing, an area that is today largely ruled by guesswork and rules of thumb.