IN-STORE MEDIA RESEARCH on the BIG W POS MEDIA NETWORK.

Independent Research by McNair Ingenuity for BIG W and DAT Media.

Executive Summary - POS JULY 2006:

To identify any lift in sales, we analysed the sales results of BIG W stores installed with a POS system compared to those that did not.

There were four brands/ brands / products chosen from the following categories that were advertised on the POS Network during this period:

Mobile Telecommunications

Small Appliances

Cosmetics

Confectionary

The stores with POS reported the following results for the promoted brands / products:

Confectionary recorded an increase of 28.5% in POS stores and a 13.6% in non-POS stores. Notably sales for Confectionary increased by 32.4% when a combined POS and Radio campaign was executed.
Mobile telecommunications sales increased by 34.5%.
Small appliances sales increased by 46.9% versus a decrease of 1.3% in stores without POS.
Cosmetics sales increased by 75.5%.

Telecommunications Case Study:

OVERVIEW:

To detect what impact POS Media screens has on sales over a two months period (June-July 2006).

The campaign was run promoting a featured carrier's prepaid phone card offer. During the campaign period there was also another Telecommunications offer on screen.

STATISTICAL FINDINGS:

Overall sales for remained constant in June compared to the previous month with July decreasing.

Sales in stores with the POS increased in June and July.

Average weekly sales overall for the POS campaign period were 12.7% less than the average sales for March to May.

Average weekly sales for the POS campaign period of stores with POS installed were 34.5% more than the average weekly sales for these stores for March - May.

CONCLUSIONS:

When POS screen advertising was introduced, these stores sales increased to exceed the weekly average.

When the advertising ceased, levels dropped back to the historical trading levels.

The POS Media Test proved that using the media did increase sales during the campaign period. It was also able to maintain and increase sales in a competitive environment over an extended period.

Small Appliance Case Study:

OVERVIEW

To detect what impact POS Media screens has of the featured small appliance.

The execution ran for 8 seconds consisting of brand and product imagery, and featured the price. During the campaign period there was also another Telecommunications offer on screen.

STATISTICAL FINDINGS

Overall sales for the product increased in June compared to the previous month.

June sales in POS stores increased at a greater rate compared to stores without POS.

June sales in POS stores increased 26.8% (avg) compared to the average for March to July.

Average change in June sales in stores without POS was an increase of 51.9%

July sales in POS stores increased 46.9% (avg) compared to the March-July average.

July sales decreased by 1.3% (avg) in stores without POS compared to March-July average.

CONCLUSIONS:

During Manager's Special periods, the impact of POS was not necessarily detected.

Once this promotion ended, sales in stores with POS screens increased dramatically, where sales in stores without POS decreased significantly.

Cosmetics Case Study:

OVERVIEW:

To detect what impact POS Media screens have on sales of a nominated brand and specific product range. The campaign was run over two months (June-July 2006)

The execution raised product awareness and was not run in conjunction with any other price promotion.

STATISTICAL FINDINGS:

Overall sales increased marginally in June and July compared to the previous month.

The number of POS stores increased from 12-18 during June to a total of 33 at July 31st.

Sales in stores with POS increased more significantly than in stores without POS.

Average sales increase in stores with POS was 75.5% for July compared to the prior quarter.

Average weekly sales for the POS period overall were 5.6% less than average weekly sales for March-July.

CONCLUSIONS:

Historically, the POS test stores all traded below the Average Store Trading (AST) level for this category.

When the POS screen advertising was introduced, sales increased to exceed AST level.

The POS Media Test proved that use of the media increased sales significantly during the campaign period.

Confectionary Case Study:

OVERVIEW

To detect what impact POS Media had on sales of a nominated, market-leading brand and

specific product range. The campaign was run over two months (June-July 2006). The execution was not run in conjunction with any other price promotion. Certain test stores also ran an in-store radio campaign.

STATISTICAL FINDINGS:

Overall sales increased in June and July compared to the previous month.

Sales in stores with POS increased compared to the previous months.

In June, average change of sales in stores with POS was +28.5% compared to prior quarter.

Average change in sales in stores without POS was 13.6% for the same period.

When a combined POS / Radio campaign ran in July, sales increased by 32.4%

CONCLUSIONS:

The POS Media Test proved that it was possible to maintain an increased level of sales beyond the traditional spike normally experienced over Easter and Mothers Day periods.

Magazine Case Studies:

OVERVIEW:

To detect what impact POS Media had on sales.

The magazine campaign was run over one month (April 2006).

The execution ran to raise brand awareness was not run in conjunction with any other price promotion.

STATISTICAL FINDINGS:

Overall sales decreased in April compared to March. Sales in POS stores increased in April, sales in stores without POS decreased. Easter Monday was in survey period and affected overall sales.

Average increase in POS stores was 30.3% for all of April and 36.9% for weeks not affected by Easter or Anzac Day.

Average change in sales in POS stores was +4.6% for weeks without Easter and Anzac Day. Stores without POS showed a 2.3% change for all of April by 32.4%

CONCLUSIONS:

Historically, POS test stores all traded below the Average Store Trading (AST) level for this category.

When POS screen advertising was introduced, these stores in increased sales to meet, and in some weeks exceed, AST level. When advertising ceased, levels dropped back to historical trading levels.

The POS Media Test proved that using the media did increase sales during the campaign period.