"82% of mass merchant purchase decisions are made in store."
Chicago, IL (PRWEB) February 12, 2014
The behaviors of mass merchant shoppers are clearer. Point of Purchase Advertising International (POPAI) is officially releasing their 2014 Mass Merchant Study, a continuation of their Shopper Engagement Study series.
A key finding is 82% of mass merchant purchase decisions are made in the store, a jump from the 76% found in the 2012 grocery channel study.
“While we expected some mass merchant shoppers were waiting until the last minute to decide purchases, we were truly surprised to discover 82% of purchases decisions are made in the store,” said Richard Winter, President of POPAI.
POPAI, with the help of Eye Faster, Shopper Sense, and SmartRevenue, sampled almost 3,000 United States mass merchant shoppers in three major mass merchant retail chains. The results from pre-/post- interviews and eye-tracking videos show a great difference between shoppers in the mass merchant channel and the grocery shoppers in the 2012 Shopper Engagement Study.
This year’s results show how the mass merchant shopper plans shopping trips, navigates through stores, makes purchase decisions, and what role in-store media plays.
For instance, 34 % of mass merchant shoppers do not make any kind of shopping list, compared to the 13 % of grocery shoppers, which lends to the 62% of mass merchant shoppers reporting no use of media from mail, newspapers, circulars, coupons, TV ads, and information from electronics sources to plan their trip. It is no surprise 82% of mass merchant purchase decisions are made in store. This new insight suggests the importance and persuasive tendencies displays can have on shoppers’ purchase decision.
“Displays have a huge untapped potential to drive unplanned purchases in-store! The eye tracking part - conducted by Eye Faster - of the recent POPAI study found that 16% of unplanned purchases were driven by a display the shopper saw in the shopping process,” said Kirk Hendrickson, Founder & CEO Eye Faster, LLC.
POPAI will continue to analyze the study for more insights at the category level. For more information about this study, please contact POPAI’s Research Manager Pattra Grima at pgrima(at)popai(dot)com.
Since 1936, POPAI (Point of Purchase Advertising International) has served as the leading international advocate and voice of the in store marketing industry. Composed of chapters worldwide, we serve more than 1,400 member companies. POPAI promotes, protects and advances the broader interests of our community through original research, certified education, awarding industry excellence, hosting trade forums and protecting intellectual and legislative rights.