Y&R Italy Launches Labstore, a Retail and Shopper Marketing Agency

| June 16, 2016

Y&R Italy Launches Labstore, a Retail and Shopper Marketing Agency
June 14, 2016 – Y&R Italy is extending its offering by establishing a new division to focus on the increasingly strategic retail and shopper marketing sector, with the launch of Labstore, an agency in the Y&R network with over 20 offices in Europe. The creation of the division is in response to the changing world of retail, which today is increasingly globalized, digitalized, polarized and customized.
According to international research (US and Canada), Labstore has noted that 82% of purchase decisions are made directly inside points of sale, 61% of shoppers use their smartphone in the P.o.S. and the majority of them, 85%, use it for shopping related activities. This percentage is even higher for younger shoppers, in fact 73% of generation X and 81% of Generation Y use their smartphone to decide shopping, mainly to compare prices, verify special offers and spend coupons. These figures have brought companies to dedicate a higher percentage of their marketing budgets to shopper marketing activities: in US they use more than 15% of their budget, the same used for the digital  media, compared to 22% for traditional media and 19% for consumer promotions.

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