US: Branding The Belts @ Check-Outs
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“Conveyor belts have never been on anybody’s radar screen for marketing,” said Frank Cox, president-CEO of EnVision Marketing Group, a Little Rock, Ark., firm with a patented system to print digital, photo-quality ads directly on conveyor belts. “But a store with eight to 10 checkout lanes, well, you’re talking about 100 square feet of wasted ad real estate.”The check-out desk is the ‘last point of contact’ with a shopper, where light and inexpensive items can be sold, and where consumers make “impulsive purchase” decisions picking up a bar of chocolate, a pack of chewing gum, batteries, shaving blades or a variety of other items usually situated at the cash line. |
| Marketers and retailers tend to exploit these impulses which are tied to the basic need for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for candy. However, candy, gum and mints are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered. Sale items are displayed in much the same fashion.Ads showing on these belts should be related to future buying decisions as this is the last point where the consumer’s shopping experience is coming to a close. |
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