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Research Results
The CompUSA Media Network
is an in-store advertising medium, which communicates with
consumers and sales associates at a critical time and place - in
the store when purchase decisions are made. Specific messaging and
specialized programming is broadcast on the in-store network,
including a mix of informative segments, sponsor commercials, and
entertainment all designed to better engage the customer.
RESEARCH STUDY 2005
In September-October 2005, the CompUSA Media Network conducted a test
to determine if advertising on the network positively affected
product sales; both what impact it had when used alone and in
conjunction with other advertising mediums (specifically newspaper
preprints). Each product was tracked over a one week
timeframe. A leading third-party market research firm conducted
the analysis of the data. For more information on the study, please
request
Summary Research Report (PDF).
Summary of Results
The following research results measured the effects of products
advertised on the CompUSA In-Store Media Network with
"call-to-action" spots over a one week timeframe.
Summary provided below:
- [24% Increase] Products
featured in the CompUSA preprint and on the CompUSA Media Network
over a one-week period showed a 24% increase
in unit sales in test stores vs. control stores (this
increase was above any increases generated from the
preprint).
- [11% Increase] Products
featured on the CompUSA Media Network, but not in the
weekly CompUSA preprint, test stores showed an 11%
lift vs. control stores.
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Background: The
test was conducted using 8 test and 8 control stores over a 9-week
period (during Sept- Oct). The
combination of markets and stores were chosen to reflect the
diversity of CompUSA. (e.g. a couple of high-volume stores, a
couple of low-volume stores and the rest average volume stores).
Products
were chosen due in large part to buyer spots submitted, but also
to reflect as many product categories as possible during the test.
Each product was tracked one week at a time
To find out more request
Extended
Research Report (PDF)
for details.
RESEARCH STUDY 2004
From April to June 2004, CompUSA Media Network conducted a test to
determine the influence of sponsor advertising on product sales
and employee awareness of sponsor brand and advertising message.
Research Highlights
The following
research results measured the effects of products advertised on
the CompUSA Media Network over a 30-90 day timeframe.
Summary provided below:
- [29% Increase] All
featured products experienced greater sales in stores
where they were advertised on the CompUSA Media Network.
Sales increases were as high as 61% with
an average of 29%.
- All featured products
experienced greater brand awareness, positive
perception and recall in stores where they advertised
on the CompUSA Media Network.
- [23% Increase]
Employees* most likely influenced by CompUSA Media
Network had up
to 23% higher brand recall in stores with sponsor
advertising.
*The greatest effect
measured to date was in the HE employee group.
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Background:
182 CompUSA stores participated. Stores were divided
equally into a group of 91 test stores that played participating
sponsor advertising within the CompUSA Media Network program (7 advertisers
participated) and 91 control stores that did not include the 7
advertisers' commercials as part of their monthly program.
Comparable store size, market and sales were used to provide
accuracy of the test. Product sales were tracked ranging
from 30-90 days. In addition, an online survey was
conducted to measure the influence of these advertisements on
employees. Over 7,000 employees have completed surveys. To
find out more, see the
CompUSA
Sales Impact Study
(PDF)
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Right Audience. Right Time.
