Placing graphics on store floors is not a new concept. Printing and durability has improved, however. Graphics can be laminated for protection, cut to custom shapes and printed with almost limitless images. For these reasons, no store should overlook the ad space available on the floor.
Using this usually blank canvas to advertise specials, closeout sales, limited offers, etc. can offer a retailer many more opportunities to reach consumers and increase sales. This surface that is trampled by shoes, cluttered with packaging scraps and scratched by shopping carts can actually serve as an innovative and creative pallet for very productive point-of-purchase (POP) display graphics.
Floor graphics have been improving store sales and promotions for decades, in fact.
In 1996, Trident gum and Nestle chocolate conducted tests using stores with and without floor graphic displays. The test concluded that the stores with floor graphics saw 2 1/2 times more sales than the stores without floor graphics (source: P-O-P Times).
European Sign Magazine ran a similar test with Pepsi products and LifeSavers candy. The test used 55 stores and concluded that Pepsi’s advertising awareness increased from 33% to 58% and LifeSaver’s awareness increased from 2% to 26%. Furthermore, ad recall by consumers who visited the stores after 60 days was as high as 66%.
So, not only are floor graphics a savvy way to increase sales, they are also a memorable experience for customers.
The product itself is extremely functional and versatile. The material is typically a laminated, scratch resistant vinyl that can be washed. The graphics are full-color and virtually any image can be printed. Cost is low and the pieces are typically removable.
In all, floor graphics are a no fuss, smart use of otherwise forgotten space. There is no reason not to decorate the space right under your feet.
