Did you know that over 12 billion dollars is spent on point-of-purchase displays every year?

Point of Purchase Point of Purchase (POP) is an important marketing tool that advertises a product or service at the point a guest makes a selection.

Point-of-Purchase Goes Digital Presented by: Mollie Henefield

Challenges  Control Distribution to 77 locations Timing  Message Changes take time

Possible Solutions  Video display Point of Purchase discovered Provide control –Change message by location, by day part at any time  Worked for the military Used in dining facility Increased sale of one test meal by 575% and second test meal by 143%

Research Question Do video display monitors in Quick Service Restaurants influence guests buying habits?

Deployment  3 Restaurants  Selected Meals  7 Rotating Days

Examples  Video Display location

Method  Survey Modified current survey used with 5 new questions –Did you see the video display monitor? –What attracted you to video display? –Was video display in good location? –Will you watch for the video display in the future? –Did you order what was on video display today? Surveyor handed out surveys in restaurant –3 locations, 2 weeks each, total of 1,900 collected Gave a free taco coupon as incentive

Discoveries  52% of guests saw video display  35% said that movement attracted their attention  55% said that the video monitor was in a good location  63% said they would watch the video display in the future

Discoveries  Of the 52% of guests that saw the video display ONLY 21% actually ordered the featured item!

Discoveries  Sales data showed the number of feature items went up 47%

Answer  Research Question: NO  Sales Data: YES

Recommendation  Continue testing using sales data vs. customer feedback because the results are more exact  Test a drive-thru scenario as there is a more captive audience

Questions?