The POP Times recently wrote about Maybelline’s conveyor belt media test. Conspicuously absent from the article is any mention of the clutter factor or any shopper point of view.
It’s got me wondering whether this kind of in-store is truly necessary, helpful or welcome by the actual target audience.
And one could argue that the harried checkout experience is more about last minute impulse purchases and simply checking out, than it is a place for brand messages. Not to mention the fact that loads of groceries will be piled upon the belt.
The reality is that as long as the retailer and advertiser feel they are reaching shoppers with impact the program will move forward. It will probably test well in terms of reach, frequency and recall. But will we truly hear the shopper’s point of view?