Thursday, January 3, 2013

76% of All Purchase Decisions are Taken In-Store.

POPAI has published its “Shopper Engagement Study 2012” – an update of its “Consumer Buying Habits Study” of 1995.

It is comprised of two concurrently executed research modules. The Core Methodology included pre and post shopping interview formats with 2400 shoppers. 

The Secondary Module incorporates portable electroencephalography (EEG) equipment, worn by respondents while they shop. This is combined with eye tracking to tie shoppers’ physiological responses to exactly what they are looking at, eliminating such issues as recall and denial

The study considered the impact of point-of-sale material of all kinds (static, digital…).

On average, 150 pieces of P.O.P. were observed in each store. Half of surveyed shoppers indicated that they recalled at least one display seen during their shopping trip with endcap and free standing displays being recalled most frequently. Additionally, 13% of all eye-fixations recorded were drawn to in-store displays.

More than 1 in 6 purchases are made when a display with that brand is present in store.

 

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