Screen Printing - June/July 2012 - (Page 4)

NE WS WO R T H Y STUDY: IN-STORE MARKETING GUIDES MOST PURCHASE DECISIONS Big news for those who print P-O-P and other types of retail displays: A recent study conducted by the Point of Purchase Advertising International (POPAI) indicates that 76% of purchase decisions are made in store. POPAI’s 2012 Shopper Engagement Study used EEG, eye-tracking technology, and in-store shopper interviews to arrive at that figure. According to POPAI, nearly one in six brand purchases are made when a display with that brand is present in store. POPAI also notes that effective marketing captures buyers’ valuable attention and, in doing so, converts that interest into purchases. Published findings report that 13% of eye fixations were made on in-store displays; 66% of all observed grabs resulted in a purchase, which POPAI says underscores the importance of capturing the shoppers’ attention and getting them engaged with the product. The study involved the use of auditors who took inventory of in-store display materials present in each store each morning prior to the start of interviewing. Data included display type, location, placement, other variables, category and brand the display is advertising, static vs. motion, product vs. no product, whether it is interactive or not, and whether it has video or audio. “Even as other emerging mediums and technologies alter the path to purchase landscape, this study underscores the importance of planning the in-store experience to win over shoppers where it matters most—the point of purchase,” says Richard Winter, president of POPAI. For more information about the study, or to view complete findings, visit Steve Duccilli Group Publisher Gregory Sharpless Associate Publisher Gail Flower Editor Ben P Rosenfield . Managing Editor Keri Harper Art Director Mark Coudray, Rick Davis, Tim Greene, Andy MacDougall, Rick M andel, Thomas Trimingham Columnists Linda Volz Production Coordinator Business Development Managers Lou Arneberg – East and Midwest US, Eastern Canada, Europe Ben Stauss – West and South US, Western Canada, Asia SCREENWEB POLL How many garment screen presses do you own? Andy Anderson, Jeff Arbogast, Albert Basse III, Reynold Bookman, Bob Chambers, Don Curtis, Dean DeMarco, Michael Emrich, Craig Furst, David Gintzler, Ryan Moor, Bob Roberts, Jon Weber, Andy Wood Editorial Advisory Board 25% 2 31 % 3 12 % Jerry Swormstedt Chairman of the Board Tedd Swormstedt President Kari Freudenberger Director of Online Media Customer Service Screen Printing Subscription Services P Box 1060 .O. Skokie, IL 60076 P: 847-763-4938/877-494-0727 F: 847-763-9030 E: Free Subscription Renewals/Address Changes 48 4 SCREENPRINTING % 5+ 24 %

Table of Contents for the Digital Edition of Screen Printing - June/July 2012

Screen Printing - June/july 2012
New Products
Digital vs. Screen and the Dilemma of Process Improvement
Grayscale Magic
Step Up Your Game With Team Wear
Boosting Garment-Printing Efficiency
What Printers Think About Rip Software
Direct-to-Garment Site Preparation and the Environment
Industry Update
Shop Talk
Distributor/Dealer Directory
Ad Index
Editorial Insights

Screen Printing - June/July 2012