Over 70% of purchasing decisions are made at or near the point of sale. More business than ever are discovering the power of placing graphics directly on pedestrian walkways. The reasons why are compelling.
a) The Centre for Advanced Retail & Technology conducted a three week study with floor graphics;
– Sales of products featured with floor graphics increased 17.2%
– 11.2% of shoppers had never purchased the product before
– Shoppers who stopped in that product area increased 280%
b) Researchers at the Point of Purchase Advertising Institute found that when floor graphics were placed in front of displays, 64% of shoppers stopped and engaged.
c) In the article, “The Psychology of the Floor” (2008) Dr. Joseph S. King regards the floor as “potentially a most useful source of advertising information.” Dr. King argues that people, as if by reflex, are hard wired to periodically reorient themselves by looking down at the floor or ground. It is on this natural means of focus in which advertisers should capitalise by including relevant messages that impact consumers at the point of stimulation. What they find there is another matter that is explored later.” Floor graphics merely grease that wheels for attention redirecting. Additionally, the increasing use of smart phones is pulling the attention of pedestrians downwards to look at their devices while walking, and their peripheral vision is drawn to items on the path they are walking.
Interior floor graphics can improve retail sales although only if a consumer strolls down the specific aisle the graphics are installed on. In a comparison, graphics placed on outdoor walkways and entrances can be even more effective for the simple fact that every consumer must pass through the business entrance. Graphics placed on walkways and exterior entrances catch the consumer is inundated with a barrage of signage, ads, and displays teaming inside a retail environment. Outdoor floor graphics are highly visible and effective simply because people look where they walk.