Kelly Scott Madison

Fall 2016 State of Media

Providing Key Insights Into the Latest Topics in Media

Kelly Scott Madison (KSM) released its fall 2016 State of Media magazine today, providing an analysis on trends in the advertising industry. This edition’s research study breaks down which marketing elements drive consumers into brick-and-mortar stores.

Brick-and-Mortar Consumer Study

All retailers are facing rising pressure to compete more efficiently and effectively in an increasingly online world, with more store consolidation and closing announcements every month,” said KSM President Joni Williams. “Though even with that fact, we know brick-and-mortar isn’t going away anytime soon. That’s why we decided to run a study focusing on what currently drives shoppers into stores, analyzing which factors and media vehicles are most influential, as well as looking at their experience once inside.” 

The findings present an interesting mix of both offline and online marketing influencers for in-store shopping activity. A sample of topline takeaways include:

  • Marketing that drives consumers into stores: The most influential marketing sources driving in-store shopping are “store circular ads,” “email ads or coupons” and “TV ads,” which were selected by 40 percent, 37 percent and 30 percent of total audience members respectively.
  • What keeps in-store shoppers coming back? When asked to select their top three incentives for return trips, 63 percent of respondents marked exclusivity in terms of in-store sales or discounts as their top reason, and 53 percent put exclusive rewards or loyalty programs. These elements were followed by the ability to order online and pick up in-store, which netted 37 percent of total audience responses.
  • Millennial myth-busting: Millennials list store circulars and TV among some of their top marketing influencers that encourage them to shop in stores, which is sure to catch some off guard. Taking first place for this age group at 42 percent are email ads or coupons, followed by a tie for second place at 35 percent for TV advertising and exterior store signage. Store circulars and direct mail round out the top five at 30 percent and 29 percent respectively.
  • In-store mobile activity: A majority of consumers, across all age groups, state that they utilize mobile devices while shopping in stores. Across total responses, 33 percent indicate they find or redeem promotions or coupons, 24 percent of respondents claim they are taking pictures to share potential purchases with their network prior to buying, while another 24 percent are using price comparison apps. Viewing ratings or reviews, checking other stores’ sites and looking up item availability came lower down in the activity rankings at 21, 20 and 19 percent respectively.
  • Data tracking and privacy issues: privacy issues are leaving some with conflicting feelings about in-store behavior monitoring. Of total audience responses, 31 percent claim they don’t like it at all, while 37 percent say it’s not a bother if it benefits the customer. That left just 13 percent saying they outright like the idea of behavioral tracking, and 20 percent unfamiliar with this technology.

More study findings can be seen on page 10 of KSM’s fall 2016 State of Media. In addition to the brick-and-mortar study, this edition features 22 pages of editorial-style insight on a multitude of topics including:

Unlocking the potential of smart homes (page 4): Are tech-connected dwellings the next frontier for better marketing?
People-based marketing (page 6): An increased focus on profile marketing and the consumer journey is changing the way advertisers approach campaigns
Millennials and TV (page 17): They’re all just a bunch of cord-cutting, online-dependent cable haters… Right?
Can advertising save rock and roll? (page 20): It’s no secret that the music industry is struggling, so what can advertisers do to help?
The changing face of baseball (page 22): How are the fans of America’s favorite pastime changing? 

A digital version of the magazine is available by filling out the information fields to the right, or interested parties can request a hard copy by emailing their mailing address to with the subject line "Send fall 2016 SOM magazine."

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