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BrandWeek reports on a new study by Miller Zell suggesting that concerns about the impact of the recession on in-store marketing efforts may be overstated.

There has been a lot of discussion in the food industry about how the nation’s economic difficulties have prompted more consumers than ever to make up lists before going to the store – with companies agreeing that if their products are not on the list, they’re probably not going to be bought.

The Miller Zell study, however, “found shoppers are making brand decisions 60 percent of the time after entering the store,” according to the BrandWeek story. “More shoppers (70 percent) say they are engaged by end-of-aisle signage than by merchandising displays (62 percent), department signage (58 percent), shelf strips (55 percent) or shelf blades (50 percent).”

BrandWeek also writes that the survey suggests that “more shoppers (32 percent) rated in-store signage as ‘very effective’ than they did out-of-store advertising, including television ads, billboards and other media (27 percent). Compared to older shoppers, though, Generation Y consumers (born between 1982 and 2003) were more likely to regard both indoor and outdoor advertising as ‘very effective’.”
KC's View:
It all depends on how you define in-store decisions. People are making lists at home, but they may be writing “cookies” and then deciding between brands once they see what’s available and what the prices are – depending, of course, on what coupons they may happen to have. But I still think that people are reigning in their impulse purchases…no matter what the in-store signs say.

Also, keep one thing in mind. Miller Zell is in the in-store signage business.