A trio of U.S. consultancy and research firms say they can improve the effectiveness of in-store screen networks by identifying subconscious factors that influence consumer behaviour.

Emotion Mining, The Marketing Agency and Merchant Mechanics have together created EM Retail Engagement, a service which they say will “uncover and validate the subconscious motivations and aspirations of shoppers to strengthen the impact of in-store media”.

“Audience metrics that level the playing field between out-of-home media and traditional at-home TV are essential to media planners, but are only part of the equation,” the firms suggest.

“More elusive is figuring out how to reliably engage shoppers and optimise the effectiveness of in-store advertising,” they add.

“Shoppers have limited time and are subjected to a barrage of distracting visual and auditory stimuli within supermarkets, warehouse clubs, drug chains and mass merchandisers.”

Among EM Retail Engagement’s deliverables will be creative guidelines for advertisers.

www.emotionmining.com
www.merchantmechanics.com
The Marketing Agency

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