Client Story

Coppertone’s in-store displays: 63% recall at Walmart and 72% repurchase intent

Coppertone wanted to know what shoppers thought of its Target and Walmart displays. Surveys On The Go® reached natural purchasers who had seen them and captured feedback at shelf, checkout and home: 63% recalled the ad at Walmart against 45% at Target, and 72% of Walmart buyers were extremely likely to repurchase.

A smiling woman in a yellow bikini sitting on pale sand in bright sunlight, dabbing white sunscreen onto her nose with another blob on her shoulder

At a glance

Client: Coppertone
About Coppertone: A sunscreen brand running in-store advertising — free-standing, seasonal and non-sunscreen displays — at Target and Walmart.
Solution: Surveys On The Go®
Challenge: Know what consumers think as they walk by the Target and Walmart displays, and craft the perfect in-store ad strategy from it.
Method: SOTG located natural purchasers in real time, confirmed the retail visit, made sure they had seen the display, and captured feedback at shelf, checkout and home.
Result: Ad recall reached 63% at Walmart against 45% at Target, and 72% of Walmart buyers said they were extremely likely to repurchase.

The goal

You can feel the heat.

As your fingers grab a hold of that blue + yellow bottle of sunscreen, you’re no longer in-store. You’re at the beach. Staring at the waves as they crash against the warm sand. Golden rays dancing across your skin.

No sunburns here; just pure joy. That’s the power of an in-store display. It’s advertising at its best.

Now, imagine you’re Coppertone.

You’d want every detail, right? As consumers walk by your Target and Walmart displays, you’d like to know what they think. With their insights, you can craft the perfect in-store ad strategy — and increase sales.

Research was required

So, let’s start in-store.

It’s how you’ll uncover what buyers want. Catch your consumers while they’re still inside, staring at the colorful umbrellas you’ve placed center-aisle, full of sunscreen. You’re in luck. There’s an app for that.

Our approach

We used Surveys On The Go® (SOTG).

As the nation’s largest, highest-rated consumer panel, SOTG locates panelists in real-time. Here, the app looked for natural purchasers. Then made sure they’d seen the display.

And, because it’s an app, the client got:

In-store insights

SOTG confirmed their visit to the retail location.

Timely behaviors

The app captured their feedback at shelf, checkout, and home.

Accurate data

Panelists were spoken to in real time, and validated via the SOTG app.

The results

Walmart led Coppertone on recall and on repurchase.

Awareness:

63%

recalled the Coppertone ad at Walmart.

45%

remembered the Coppertone ad at Target.

18%

had a better recall at Walmart with prominent displays.

Location:

27%

bought at Walmart non-sunscreen displays.

25%

bought from the seasonal displays at Walmart.

16%

bought Coppertone from seasonal displays at Target.

Loyalty:

72%

of Walmart buyers are extremely likely to repurchase.

47%

of Target buyers are extremely likely to repurchase the brand.

displays

Free-standing displays at both Target + Walmart increased purchases.

About Coppertone

Coppertone is a sunscreen brand whose in-store advertising at Target and Walmart runs across free-standing, seasonal and non-sunscreen displays — the placements this research measured.

About MFour

MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.

Ask shoppers about your display while they are standing in front of it.

Surveys On The Go® finds natural purchasers in the store, confirms the visit, and follows the same shoppers to checkout and home.

Talk to an insights strategist