According to POPAI’s recent Grocery Display Effectiveness Study, marketers have got just 0.9 seconds to convince the average shopper to look at their display in-store. Crikey! We all know unrestricted use of the internet has lowered attention spans, but that’s just ridiculous, isn’t it?
You know what it’s like doing the weekly shop. You’re on autopilot, speeding down the aisle with your head down and your hands raking the same old products off the same old shelves, just like last week, and the week before that. Never mind what’s on display – you just want to get home and put your feet up in front of EastEnders.
When you look at it like that, it’s a wonder anyone ever buys anything new, right?
Wrong. Lots of interesting things can happen in one second or less. Below is our top ten list* … although, before we start, perhaps we should agree on our definition of ‘one second’. Here at Juice we reckon it’s the duration of 9,192,631,770 periods of the radiation corresponding to the transition between the two hyperfine levels of the ground state of the caesium 133 atom. Obviously.
- Light travels 299,792,458m (1 sec)
- Sound travels 340m at sea level (1 sec)
- Bamboo shoot grows 0.01mm (1 sec)
- Human heartbeat (0.85 sec)
- World’s fastest electric bike accelerates from 0-60mph (0.8 sec)
- Human reaction time, while driving (0.7 sec)
- Time it takes to say: ‘I do’ (0.5 sec)
- Human eye-blink (0.35 sec)
- One flap of a bee’s wings (0.05 sec)
- Lightning strike (0.00003 sec)
We’re not sure what all that proves, but one thing’s for certain: 0.9 seconds is more than enough time to grab a consumer’s attention. All you need is a single-minded strategy, a strong message and stunning design and execution. The in-store book is full of tricks and getting fuller by the day. Tricks like powerful graphics, engaging headlines and interactive eye-catchers. And with cutting edge display techniques like augmented reality rapidly gaining ground, there’s no telling what we’re going to see in the future. If only we had a time machine, we could find out.
Then again, the future is only 0.9 seconds away. See you there!
*All figures are average and/or approximate. Sources vary. In other words, don’t quote us!