Finding ways to make consumers aware of your brand, especially at the point of purchase, is always challenging. Matamalas & Ramos (2009) found that 70% of consumer decisions are made during the shopping trip, making it essential for your point of sale material to grab the attention of your customers ahead of your competitors.
Research undertaken by the International Journal of Business and Management Invention in 2014 into the effectiveness of floor graphics found that “floor ads play an important role in attracting customers” and translated into an increase in sales of between 20 to 30 percent.
Why Floor Graphics Work
The reason this method of advertising is so effective was detailed in an article called “The Psychology of the Floor”. In the article the author says that we are programmed by nature to pay attention to the ground which narrows our attention focus.
What draws our attention to a floor ad is probably firstly novelty and secondly relevant messaging. So all this research is saying that well designed floor graphics grab the customer’s attention and can influence their purchase decisions.
Established Marketing Method
Floor graphics are not new. They have been around for about 10 years and have been used very successfully by brands of all sizes. However, that doesn’t mean that they are no longer a valid advertising method. And they don’t have to be used in large retail locations. Because they are made from hard wearing vinyl material, theses large decals can be used both indoors or outdoors. They can also be used in foyers as a great way to greet visitors to your offices or service premises.
How You Can Use Floor Graphics
The classic footprint or arrow format can guide the customer journey very effectively indoors and outdoors towards key locations such as from the car park to your premises or in retail these can be to fitting rooms, pay stations or large ticket items.
Positioning floor graphics in an outdoor space can make a large impact and increase brand visibility and awareness. If they are designed creatively they can literally stop your customers in their tracks. And good design is key to the success of this application. They need to grab attention quickly which makes the use of complex images or text inappropriate.
They work particularly well when they link with other ambient material, especially in high traffic areas. Inviting customers to scan a code for discounts or to look up from that exact spot for a unique message can drive sales in a way that other POS materials can’t do.
If you think vinyl floor graphics are something that could give your brand or business a competitive edge then get in touch to discuss your needs. We can design, print and fit eye catching, hard wearing and unique floor vinyl’s that are tailored to your specific business objectives.