76% of Purchase Decisions Made In-Store

A new study explores the changing behavior and purchasing decisions of today's grocery shopper.

May 10, 2012

CHICAGO -- With a prolonged recession, high unemployment, and a persistently challenging economy, the majority of U.S. grocery shoppers are looking to save money where they can. Yet when it comes to making decisions on what to buy, more decisions than ever before ?" 76% to be exact ?" are being made in-store.

The Point of Purchase Advertising International (POPAI) 2012 Shopper Engagement Study found five key things that in-store and shopper marketers should note when developing and implementing shopper programs.

  1. Today??s shopper is more empowered than ever before to make educated and responsible buying decisions, but surprisingly it turns out that more shoppers are utilizing in-store marketing and branding cues to make an overwhelming portion of their purchase decisions. Today??s in-store decision rate has reached an all time high of 76%.
  2. Brand displays trigger purchases. From organic labels to premium labels to private labels, today??s shopper has more product choices than ever before. Brands that utilize in-store marketing get product into shopper baskets. The study found that nearly one in six brand purchases are made when a display with that brand is present in store.
  3. Today??s shopper spends less time but significantly more dollars during her shopping trip. Whether it??s using easy-to-find product displays in secondary locations or working with brand marketers to develop customized in-store display materials to reflect the unique retail environments, retailers have plenty of opportunity to turn their in-store marketing up a notch.
  4. Compelling creative not only sets apart in-store marketing, but it can turn the subconscious shopper into a conscious buyer. Today??s shopper faces an insurmountable number of SKUs from which to choose. When asked if they recalled seeing any in-store displays 56% of shoppers indicated that they did recall seeing in-store displays, with endcap and freestanding displays cited most frequently.
  5. Shoppers who use debit/credit cards are more susceptible to impulse purchases and make more decisions in-store. Shoppers who choose to use non-cash payment methods find themselves with greater flexibility to spend more than they plan to ?" and they do. They buy larger quantities and make more unplanned purchases than their cash paying counterparts.

"The findings from POPAI??s 2012 Shopper Engagement Study clearly tell us that as in-store and shopper marketing professionals we have some areas for opportunity and improvement," said Richard Winter, POPAI president, in a press release. "Even as other emerging mediums and technologies alter the path to purchase landscape this study underscores the importance of planning the in-store experience to win over shoppers where it matters most ?" the point of purchase."