Shoppers would like retailers to spend more money on point of purchase (PoP) and less on above-the-line advertising, according to a survey commissioned by PoP company Kesslers International.
The survey, which questioned 500 men and women, revealed that more than a third of respondents thought PoP made for a better shopping experience.
Some 34 per cent wanted retailers to inject more theatre into their displays.
However, celebrity product endorsement appears to be waning, with a mere 7 per cent saying it provided an added attraction when buying a product.
David Beckham remains the most spontaneously recalled celebrity endorser, with Gary Lineker and ex-detective John Stalker second and third.