One of the reasons why the shopping streets have become less important in recent years is, according to a study aimed few months ago because of mobile devices. Consumers are more aware of what they have in the hands of what is on the street and therefore are not really seeing what’s on the shelves and are not receiving the impacts wanted stores that they might receive. The windows and capture the passer, especially when it comes to window shopping, were, for a long time, one of the elements that brands have been using to capture consumer attention. If there is an element that clashes with them and stealing the attention previously lent to those stimuli, shops are in serious trouble.
Therefore, the study concluded, retail firms are facing a drop in visitor numbers and sales so just pushing, more or less directly, at closing. If you do not sell, you close and if consumers do not come in your store, not selling. To this adds another element (other studies show that consumers are changing what they want in the commercial areas of cities, now that the center has become a place to go to live and to go find leisure) that pushing down consumption in the shopping streets and would be creating a perfect storm.
But the story of shopping and why they are selling less and how they have lost the attention of consumers is not just for understanding the problems facing the retail, but serve to be a first point on how they are changing consumer habits and how they are impacting the world of consumption and the things that brands do or should do.
Mobile devices have become an increasingly important part of daily consumer side. Penetration rates for smartphones are becoming increasingly higher and grow even more. The penetration rate of these terminals is 81%, which is the number of smartphones on the total mobile according to the latest report The Information Society prepared by the Telephone Foundation. More and more consumers who carry these terminals in the pocket and more and more people use them to access at all times to information. We are all the time looking at the mobile screen, talking to everyone and accessing all kinds of content and services.
And while mobile screen you look does not look what is around. As studies have shown, the shop windows are not looking but also other elements that surround the consumer look. The commercial claims from the streets, ads assail the buyer from numerous supports, are forgotten in the attractiveness of the small screen is now carried in a pocket or, almost better in the hand and always available to remove and see what happens in the world. Are You Being mobile the ‘murderer’ outdoor ads?
Death announced in the bus stop
You just have to make an effort to try to remember what ads have taken the bus stop where you take on a regular basis this means of transport (Change bus for urban transport that recurrently take) to realize the situation is where are these ads. Given the effort to remember the ads nearest bus, with an average of two to three trips from her for a week, I’m only able to remember one in particular and possibly because it had a specific topic (it was Christmas), he was associated a notable event (an ice rink) and had a long life at the stop coincided with days he had not taken the ereader or mobile purse.
Consumers who previously spent their time looking around him at the bus stop or subway stop now just snap on your phone for some time while waiting. Mobile is not the only screen that says we do not have to face downtime: the tablet or ereader have become increasingly popular and increasingly elements ‘transportable’, which make consumers, always carry with them, determined to take their time out to do other things than just wait and see what is around them. The displays have captured the attention of consumers and eliminated the noise around them. The ads have become easily ignorable elements because there are always other things to see and offer more interest.
You may also like to read another article on AnarchismToday: Why consumers remember the logos of the most popular brands?
Leave them forever?
Does this mean that outdoor advertisements have been dead forever? The truth is that this change in the habits of consumers does not have to really mean their disappearance forever, but rather serve as a warning for brands and for those responsible for these supports. You cannot keep doing things the way they did 20 or 50 years, because the world is not exactly as it was then. Brands have to be aware that there are many more stimuli that steal the attention of consumers and will have to offer interesting and enticing alternatives that capture the attention of potential users.
Outdoor ads have to be more imaginative and creative than ever and brands will have to play with many more weapons and many more items. The ads have to start being interactive or more striking, to give two examples, lest they perish before the new screens and their attractiveness.