Shopping will become even more of a brand experience in 2008 with increasing use of sampling and other in-store marketing, according to a report from research group Mintel today (Friday November 30).
While the UK is already well advanced in its use of experiential marketing, there is still potential for further growth, say researchers from the Mintel Global New Products Database.
“With consumers, especially young adults, seeking entertainment and stimulation in every aspect of life, retailers will begin to create engaging environments to keep shoppers interested, happy and most importantly, in the store longer,” their report stated.
Mintel director David Jago said: “It’s something we have seen quite a bit of uptake in here in the UK, but if you look at the US market, the quantity of sampling, the variety and the sophistication is so much better than what we see in the UK.
“In some supermarkets in the US you have several campaigns going on at the same time and across a much broader variety of products. It creates more of a fun atmosphere within the store.”
Jago added that in-store marketing would also become more of a “multi-sensory” experience through new technology, particularly with the use of aromas.
Mintel Global New Products Database also made predictions about a growing demand from consumers on information on food ingredients and a backlash against bottled water.