POPAI’s 2012 Grocery Channel Shopper Engagement study found 76% of purchase decisions were made in the store.
Chicago, IL (PRWEB) November 06, 2013
POPAI’s second wave of groundbreaking research on understanding shopper attitudes and decisions in the Mass Merchant Channel is underway. The team of Lily Lev-Glick, principal of Shopper Sense, SmartRevenue, and Eye Faster are in the field interviewing over 2,800 mass merchant shoppers across the United States.
"In our groundbreaking 2012 Shopper Engagement Study we provided new insights, but also recognized the need to understand more about the shopping trip and shopper mindset," says Richard Winter, POPAI President. "Within this second wave of research we will dive deeper into what the role displays play in the in-store decision-making process as well as drivers of unplanned purchases in the mass merchant channel."
The study will also provide a broad understanding of general merchandise categories as well as grocery items that are found within most of today’s mass merchant stores. "While technology and data analytics provide more answers than ever before, it remains essential to understand purchase behavior at the critical moment of decision," says John Dranow, CEO of SmartRevenue. "The POPAI study, which meticulously and authoritatively identifies what percentage of the purchase decision is made in-store, serves as an essential and invaluable guide to marketers and merchandisers as they allocate their resources for maximum impact and return on investment."
To compliment the robust data set of shopper purchases, POPAI is also working with Eye Faster to conduct eye tracking for a subset of shoppers in the field. "Eye tracking can reveal new information and insights that are hidden in plain view of most other conventional research techniques," says Kirk Hendrickson Co-Founder & CEO of Eye Faster, LLC. "By revealing visual activity the shoppers are not consciously aware of and therefore cannot or do not want to express, patterns can emerge leading to clearer insight and stronger understandings of shopper behavior. In this study Eye Faster adds deep insights from the shoppers own point of view by focusing on the path-to-purchase, category shopping behavior and display engagement."
Fieldwork for the study will be completed this year with findings and analysis available in early 2014.
Since 1936, POPAI (Point of Purchase Advertising International) has served as the leading international advocate and voice of the marketing at retail industry. We are composed of chapters worldwide and serve more than 1,400 member companies internationally. POPAI promotes, protects and advances the broader interests of the marketing at retail community through original research, certified education, awarding industry excellence, hosting trade forums and protecting intellectual and legislative rights.