Brands are adapting their point-of-purchase marketing to suit the habits of the multichannel shopper.
The recently identified phenomenon, known as the ‘mobile blinder’, describes shoppers who are paying less attention to point-of-purchase (POP) marketing because they are too distracted by reading emails, sending texts or browsing the web on their mobile devices. For example, US newsstand magazine sales dropped 10 per cent year on year in 2012, according to the Alliance for Audited Media, and publishers such as Hearst are partly blaming in-store mobile use.
But the increasing time people spend browsing on mobiles need not be all bad news for POP marketing, or bricks-and-mortar sales more generally, according to PayPal head of PR Rob Skinner. Indeed, the online payments company is banking on the ‘digital wallet’ - whereby people use mobile phones to transfer funds in person, but over an internet connection - being central to future purchasing behaviour on the high street.