Vibenomics, a location-based Audio Out-of-Home™ (AOOH) advertising and audio experience company, today joins product marketing and retail leaders at the Path to Purchase Live: Digital Experience. The virtual event runs from Nov. 2-4 and includes live sessions and commentary from speakers at leading brands like Heineken USA, Google, General Mills, Publicis and more.
As brands adjust to unprecedented changes in how consumers discover, consider and make purchase decisions, Path to Purchase features success stories, timely consumer behavior research, and opportunities to discover new best practices that engage shoppers and drive sales. Sessions will touch on sustainability, purchase decision-making online and in-store, pandemic leadership lessons, and adult beverage marketing strategies.
“Audio Out-of-Home technology is an investment adult beverage brands should be making today and into 2022,'' said Paul Brenner, chief strategy officer and president of AOOH for Vibenomics. “For example, because it incorporates Audio Out-of-Home into its media plan, Heineken stands out against competitors at the point of purchase. We’re proud to be a part of this panel to discuss why elevating Audio Out-of-Home as a retail media tactic will continue to play a vital role in influencing shopping behaviors.”
On Nov. 4, representatives from Vibenomics, Suzy Market Research, Kwik Trip Inc., and Heineken USA will highlight how adult beverage brands can benefit from partnering with retailers and use AOOH technology to increase activation at the point of purchase. Market research reveals that shopper behavior is significantly influenced when the media mix includes retail media, online/offline and in-store. The panel will discuss these topics and provide perspective on how COVID-19 continues to impact buyer behaviors.
During the panel, Madhu Iyengar, director of enterprise partnerships at Suzy Market Research, plans to share key findings from the retail market and individuals who purchased alcoholic beverages at grocery or convenience stores in the past six months. A few highlights include:
- When consumers are in-store, 41% of people said that in-store ads (displays or audio commercials) are helpful when deciding what to purchase.
- 32% of people said they increased their purchase of alcohol since the start of COVID.
“We’re looking forward to sharing our experiences in advertising with out-of-home audio at the Path to Purchase Live event. Vibenomics has been a key partner the past few years and utilizing their in-store audio technology, we’ve seen purchases increase on advertised brands as we drive store traffic to the beer aisle,” said René Robers, previous customer marketing manager, now serving as senior manager, ecommerce at Heineken USA.