Supermarkets
Supermarket advertising provides brands with an opportunity to inspire and engage shoppers at a local, regional or national level. Whether you’re selling a product in-store, have an event taking place or you’re looking to increase footfall into your business, supermarket advertising is a proven advertising tool which influences behaviour.
What is supermarket advertising ?
Supermarket advertising is a highly effective way for brands to engage with consumers directly at the point of purchase. This form of advertising leverages the high foot traffic and frequent visits to supermarkets to deliver targeted messages to shoppers. Formats of supermarket advertising include in-store digital screens, shopping cart ads, shelf talkers, aisle signs, floor graphics, endcap displays, and in-store radio. These advertisements are strategically placed throughout the store to capture the attention of shoppers, making them more receptive to advertising messages. For instance, digital screens are placed in high-traffic areas such as checkout aisles and entrances, while shopping cart ads ensure repeated exposure as the shopper moves through the store. Supermarkets like Tesco and Sainsbury's attract millions of customers each week, providing a substantial audience for these advertisements.
Supermarket advertising is particularly effective because it reaches consumers at a critical point in their shopping journey. The in-store environment provides a unique opportunity to influence purchasing decisions in real-time. Studies have shown that consumers visit grocery stores 4 times more than any other retail channel, averaging 6.4 trips per month. This consistent foot traffic ensures that advertisements are seen by a large and diverse audience. Additionally, supermarket advertising can be part of a broader omnichannel strategy, reinforcing messages seen in other media such as TV, online, and social media. This integrated approach helps keep the brand top of mind and can drive consumers to make purchases both in-store and online. By leveraging these insights and strategically placing adverts, brands can enhance their visibility, influence purchasing decisions, and ultimately drive sales.
Supermarket Advertising Benefits
High Visibility: Supermarkets are frequented by a large number of people regularly, with 95% of consumers visiting in person and 75% visiting 1-3 times a week. This high foot traffic ensures that advertisements are seen by a wide audience.
Targeted Advertising: Ads can be tailored to the specific demographics and shopping habits of the store’s customers. Selecting stores with high footfall or specific customer profiles can maximize the impact of the advertising.
Point of Purchase Influence: Shoppers are already in the mindset to make purchases, making them more receptive to advertising messages. Almost a third of supermarket sales (29.3%) are made under promotion.
Repeated Exposure: Frequent visits to supermarkets mean that shoppers are exposed to the same advertisements multiple times, increasing brand recall and the likelihood of purchase.
Cost-Effective: Compared to other forms of advertising, supermarket advertising can be more cost-effective, especially when considering the high level of engagement and the potential for increased sales.
Real-Time Influence: The in-store environment provides a unique opportunity to influence purchasing decisions in real-time, ensuring that advertisements reach consumers at a critical point in their shopping journey.
Frequently Asked Questions
What are the benefits of supermarket advertising?
Shoppers who have already arrived at the store are receptive, so it’s the perfect time to advertise to them as they’re open to new ideas and poised to make a purchase. Advertising in a supermarket also gives brands the opportunity to raise awareness of events, promotions and launches as customers enter the store, influencing their shopping decisions at a strategic time and enhancing the shopper experience.
How much does supermarket advertising cost?
Supermarket advertising is a cost-effective format, suitable for all marketing budgets. Costs vary depending on a number of factors, including:
- The number of sites being booked
- The predicted audience delivery figures
- The duration of the advertising campaign
Based on your target audience and geographical area we can provide you with a fully costed proposal to meet your advertising objectives and fit with your budget.
Where can I use supermarket advertising near me?
There is a wide range of opportunities to advertise in some of the UK’s leading supermarkets with digital screens installed in Tesco, ASDA, Sainsbury's and Waitrose. This means you can tailor your advertising to ensure your brand reaches the right shoppers in the right locations at the right times.
Who sees supermarket advertising?
Supermarket advertising is visible to a wide range of the population, across all demographics. As audiences continue to grow, and consumers are on the lookout for inspiration, this is a vital opportunity to deliver messaging that’s timely and relevant to consumers of all ages and life stages. Located near store entrances, digital supermarket advertising engages with shoppers the moment they enter the store, at a strategic time in their decision-making process.
Have you considered Forecourt Advertising?
One of our recommended types of advertising when targeting supermarkets is actually Forecourts, with an average dwell time of 52 seconds at the pump, every fuel purchaser becomes a potential customer, deeply engaged with your advertisement. Our targeted advertising opportunities allow you to tailor your campaign to specific areas, such as supermarkets, ensuring maximum relevance and resonance with your audience.
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