*Recent shopper research has shown that 82% of mass merchant purchase decisions are made in the store which is up from the 76% found in the 2012 US grocery channel study.
The study conducted by the internationally recognised ‘POPAI’ organization used tracking tools such as Eye Faster, Shopper Sense, and SmartRevenue, with a sample size of 3,000 shoppers in three major US retail chains.
Interesting 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.
Quite startling information considering the challenge to stretch household grocery budgets during these economic times and the need to pre-plan before shopping for the family needs.
It is no surprise 82% of mass merchant purchase decisions are made in store. It is no surprise that these insights suggests the importance and persuasive tendencies displays can have on shoppers’ purchase decisions!
Are these trends reflective of how New Zealanders are shopping? We would suggest that ‘Yes’ we are and are potentially more influenced by strong Point of Purchase displays and promotions. Cast your eye around your local supermarket next time you are travelling the aisles and note the number of shoppers who don’t refer to a shopping list.
* Source: POPAI Mass Merchant report April 2014