More than 60% of Malaysian shoppers claim that they enjoy finding bargains at hypermarkets and supermarkets. The trend of grocery shopping has been evolving and cheaper bulk purchases at hypermarkets such as NSK and CS Brothers are a common sight.
Prevailing advertising methods
No matter how much things have changed, media spaces in hypermarkets are still going on strong. Perhaps the most notably change is in the shopper’s behavior. It must be noted that almost 50% of shoppers state that they would spend as little time as possible at hypermarkets. In other words, they would visit the hypermarket, find what they need, pay for their purchases and leave.
So, where are they?
If shoppers are not spending that much time in hypermarkets, what then would be the best advertising channel?
The point is, shoppers are spending little time in hypermarkets as a whole. When they are inside, advertisers will now have to capitalize on the areas that consumers are spending time on. In a recent survey, it was found that:
- Hypermarket shoppers get attracted to bargains
- Shoppers tend to spend more time at healthy food sections.
- Shoppers spend time going through labels, looking for ingredients that are healthy for them.
Effective media in hypermarkets
One of the most exciting options for advertisers would be Aisle Ads. This would be most attractive at locations when shoppers linger the longest. However, since they do not spend a long time there, ads need to be quick and brief.
Meanwhile, Point-of-Sales (POS) ads are also very effective as they provide good means of last-mile purchase options. This is a touch-and-go location which means your ads might not get long durations.
Receipt ads meanwhile are one which can be heavily considered. This is because:
- Customer receipts from hypermarkets are usually very long.
- They will keep the receipts to validate what they have bought.
- More than 40% of shoppers keep their receipts to check what they bought the last time around during their next visit to the hypermarket.
- Promotions and discounts on the back of receipts have a 70% chance of being utilized by shoppers than any other forms of communication media.
