The study was conducted at Checkers Hyper stores in Benoni, Boksburg, Edenvale and Constantia late last year. A sample of approximately 200 consumers was randomly selected for intense face-to-face interviews with FGI researchers.

An incredible 98% of respondents said that their children are more manageable in the store where the Icon carts are available. Besides a more kid-friendly shopping experience, 97% of parents canvassed believe that advertising on these carts is a highly effective method of catching their attention. Of these parents, 74% said that the advertising reminded them to purchase a product. Brand recall also faired well, with 89% of parents remembering the advertising message of a certain branded cart.

“Naturally we're thrilled with these findings, even more so because the second set of research mirrors the findings of the first,” says Storm Ackerman, GM for Icon Media. “It is clear from our research that our platform is a fantastic shopper marketing tool.”

“It is always a fantastic reinforcement when independent research confirms the efficacy of your product,” concludes Ackerman. “As a brand we also endeavour to conduct our own consumer research to assist advertisers to make optimal usage of the advertising space available, drawing on consumer insights when fine-tuning design, colour choices and creating competitions, thus ensuring we deliver only the best for our clients.”

[29 Apr 2008 08:39]

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