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?