Research from technology field marketing agency Gekko has revealed that brands are not engaging in enough in-store activity, according to consumers.
Over two-fifths (44 per cent) of those surveyed claimed they wanted more interaction with brands on the shop floor, stating more in-store activity would prompt them to buy more.
Less than a third (30 per cent) said they would buy technology items such as TVs, smartphones and games consoles based on ATL activity alone, and 74 per cent of respondents said in-store activity would tempt them to spend up to a third more on extra gadgets and accessories on top of their initial purchases.
Gekko’s research also uncovered that young people were most likely to want brand interaction with 51 per cent of 18-24 year olds staying product demonstration in-store would make them more likely to buy.
Daniel Todaro, MD of Gekko, said the findings show “human interaction is key when it comes to pushing through technology sales”.
Todaro added: “Hi-tech products are often perceived as being complicated and even intimidating to consumers, but well-trained, knowledgeable brand advocates can really break down these fears and show off the products’ features and capabilities.
“The fact that half of young people say that they want more in-store interaction with brands is yet another blow to the naysayers that claim that today’s generation is influenced only by digital channels. Of course, there are many methods we can reach and communicate with customers, but we should never forget how powerful the human element can be.”