82% of Mass Merchant Purchase Decisions are Made In-Store
Shoppers are making more purchase decisions in-store than ever before, according to the POPAI 2014 Mass Merchant Study. In this article we’ll explore why this channel is such a notable jump up from the 76% of in-store purchase decisions found in POPAI’s 2012 Shopper Engagement Study, focusing on the grocery channel. This new study emphasizes that POP/POS and merchandise displays are critical components for consumer brand marketers to persuade shoppers and drive sales at the store level. We will also share some insights on how to win at the in-store purchase decision game using five measures of category performance.
After interviewing nearly 3,000 mass merchant channel shoppers, POPAI discovered some significant statistics on shopper behavior. “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