After much ado, the initial results are ready and available for consumption (for $5,000).

The study, entitled, “In-Store Traffic — Where’s the Shopper,” compares 308 categories in Supermarket and Drug stores to uncover where manufacturers can find the greatest opportunity to connect with shoppers during their store trips.  Click here for a brief on what to expect when you purchase your copy.

Mays believes it’s his simple, honest approach to selling that takes a product from zero to millions.  However, there is another equation that accounts for his success, the success of infomercials in general and the value proposition  of in-store media. Connecting informative and entertaining media with an immediate purchase opportunity equals sales. First, facts make people consider an item, emotion causes them to act.  Product tests and demonstrations in infomercials show customers precisely what they need to know about a product — how it will fit into their lives.  Lively hosts and excited user testimonials create the emotional trigger to motivate consumers to buy. Where in-store media and infomercials have the advantage over other media is providing an immediate opportunity for consumers to act on that emotional trigger by making a purchase.

In the store, as soon as a shopper is motivated by a digital presentation, signage or product demo, they can make the purchase.  All other media is separate from the immediate purchasing opportunity.  How many additional steps must be taken after seeing a compelling beer commercial before you can actually be drinking a cold one? How long must that motivation be sustained before you actually have an opportunity to make a purchase?  Most importantly, how much does it cost an advertiser to make that kind of lasting impact? According to the LATimes, “the nation’s Top 10 advertisers spent 15.1% less in 2008.”  Assuming that’s a decrease in traditional advertising, how do they reach their consumers now?

The Wall Street Journal recently reported that advertisers are spending more of their money on in-store marketing. Companies are clamoring for the attention of consumers and traditional media is just not as effective as it used to be. In store marketing is proving more influential and now its going digital. Using targeted ads takes it to another level where we can communicate more directly with the customer.

Dunkin doughnuts is testing this technology already. At the cash register of two test locations, ads appear on a screen based on the customer’s purchase. If you buy coffee in the morning an ad may recommend that you come back for another cup in the afternoon or offer you a hash brown with that. At the shelf, Proctor & Gamble is testing radio frequency identification tags on products. When a customer pulls product from the shelf, ads on the screen will change to relate to the chosen product.

Facial recognition technology even takes it a step further by using cameras to analyze facial features and determine demographic characteristics of customers. Ads would then run based on gender and age identifications. Dangerous territory. It’s impolite enough to incorrectly judge a person’s age. Imagine a young woman being mistakenly targeted for a senior’s ad.

The jury is still out on just how much technology can add to the in store marketing interface. It will be very interesting to see what results will yield from the stores already testing the waters.