LA DECISIÓN DEL CONSUMIDOR: UNA ACCIÓN EN EL PUNTO DE VENTA

De acuerdo a un estudio realizado por POPAI
(Point of Purchase Advertising Institute)
los consumidores cada vez están tomando más
decisiones de compra en el punto de venta

“Today’s shopper is more empowered than ever before to make educated and responsible buying decisions, but surprisingly it turns out than 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%. To determine the in-store decision rate purchases are broken down into four different categories – Specifically Planned, Generally Planned, Substitutes, and Unplanned. The in-store decision rate is calculated by taking the sum of the purchases that fall under Generally Planned, Unplanned, and Substitutes categories.

The in-store decision rate is one of the most reliable measures because it is based upon pre and post shopping interviews — what the shopper anticipated to purchase versus what they actually purchased. Given the uptick in this key metric it is clear that retailers and brands who fail to provide the in-store marketing and education the shopper seeks out risk pushing shoppers into the arms of retailers and brands who are embracing in-store marketing.

If you’re not putting your brand on ‘display’ you’re less likely to put your brand in the shopper’s basket.

From organic labels to premium labels to private labels today’s shopper has more product choices than ever before. If you’re not utilizing in-store marketing to put your product on display you’re likely losing out in the battle at the shelf to get your product into the shoppers basket. The study found that nearly 1 in 6 brand purchases are made when a display with that brand is present in store. The product categories in supermarkets with the highest brand lift were toaster pastries, pickles/relish, dishwashing soap, and pet supplies.”*

*POPAI 2012 Shopper Engagement Study

Even more: producing motion, light, sound and words is the tool to gain the decisive time span of shoppers and fully maximize the opportunities that exist to enhance the in-store experience.

“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. “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.

The outcomes of these findings are aligned with Holography BoxTM proposal: capturing the shopper’s attention and getting them engaged with the product.

VIDEOS  
INVESTIGACIÓN
CONSUMIDORES
PRODUCTO
PROCESO
CONTACTO