For as long as I care to remember the adage that 70% of purchase decisions are made in-store has floated around in conversations and articles in the retail community and been used as a justification for investment in in-store shopper marketing activity.
In recent years there has been much conjecture over the 70% figure. So where does it come from?
Grocery shopping is a task based activity.
Often times we will walk into an aisle and play out a heuristic script which leads us to select the same product that we always have.
Searching for that product is a process of elimination guided by familiar signals such as the shape and colour of packaging.
In these circumstances, for a product attempting to build market share, disrupting this process and gaining a shopper’s attention is no mean feat.
When you ask people how much of a supermarket (how many aisles) they visit when they go shopping, a large proportion will tell you that they visit nearly all of it. In fact this is far from the truth. We know this from studying shopper behavior in supermarkets using CCTV video footage to monitor shopper traffic.
As traditional media fragments then the retail coal face becomes ever more important in the battle of brands to capture the attention of consumers en-mass.
Little wonder then that shopper marketing and the research and insight which fuels it are becoming an increasingly significant element in many organisations marketing and communications mix.
But marketing to shoppers at this first moment of truth presents a unique set of challenges. (more…)