Every retailer knows the importance of keeping a shoppers hands free -- once a customer's hands are full he or she generally stops shopping. The studies show that when customers shop with a cart they'll spend 25 percent more in dollars and up to 15 minutes longer in the store. Department stores such as SEARS and Kohl's now provide shopping carts and we're seeing shoppers pick up a cart in one store and push it all through the mall. Google "shopping carts" and you will find just about every shape and size cart imaginable. The Good L Corporation has developed a "basket cart" that's perfect for small stores. http://www.bigbasketco.com
The article, "In-Store Advertising: Coming Of Age?", by Marc E. Babej and Tim Pollak that appears on Forbes.com is interesting. The authors write about the advertising trade press "being abuzz" about a new concept called "shopper marketing". We're not sure why this is a new concept, since "shopper marketing" includes all traditional in-store advertising techniques, but we are sure about its importance. The article quotes a study that indicates "more than 70% of purchase decisions are made in-store" -- that's why marketing to your customers at every turn is so important.
The article goes on to talk about the many new video-enhanced shopping carts featured at the recent In-Store Marketing Expo, including Modstream, Inc.'s text-based messaging system that's permanently attached to the shopping cart handle. Modstream says their Modcart messages are so powerful that stores have reported "sales lifts up to 35%." Home Depot is currently using this system in stores in eight states. http://www.modstream.com
Click here to read the Forbes.com article in its entirety: http://www.forbes.com/home/opinions/2007/10/29/unsolicited-advice-supermarkets-oped_meb_1030advice.html
Who knows where this new generation shopper marketing will take us? The possibilities are endless and the retail profit potential is too.