Companies spend millions of dollars on television, radio and print ads to drive customers into the stores to buy their products. But did you know that up to 80% of purchase decisions are made at the point of sale?
Major brands are starting to pick up on this reality and realign their spending accordingly. A recent study for the Grocery Manufacturers of America showed that some brands are spending more money on point of sale, or shopper marketing, than on digital marketing. In fact, there is a whole new specialty called shopper marketing, that asserts that companies should focus first on what goes on inside the store and then work backwards from there. Large ad agencies, such as Saatchi & Saatchi and WPP are getting in the game as well. WPP just purchased Los Angeles based POS marketing company Lunchbox, whose clients include Unilever, Walmart and Kimberly-Clark.
What does all this mean for scent marketing companies? A lot! Both ambient scenting and scented packaging are highly effective point-of-sale strategies. Work on getting new business by targeting these specialized shopper marketing agencies and making your case for adding scent to the mix.
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