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Point-of-purchase research: 76% of buying decisions still being made in store

BY Michael Johnsen

CHICAGO — Merchandisers angling for that impulse purchase take heart: As many as 76% of buying decisions are being made in the store, according to research published Wednesday from Point of Purchase Advertising International. The findings are part of POPAI’s "2012 Shopper Engagement Study."

“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,” POPAI president Richard Winter said. “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.”

Even armed with the shopping list put together at the kitchen table, it turns out that more shoppers are using in-store marketing and branding cues to make an overwhelming portion of their purchase decisions, POPAI stated. The study found that nearly 1-in-6 brand purchases are made when a display with that brand is present in the store. 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 free-standing displays being cited most frequently.

The study also determined that shoppers who use debit/credit cards are more susceptible to impulse purchases and make more decisions in the store. The average shopper misjudges the amount he or she will spend — whether high or low — by 35%. Even when accounting for impulse purchases, 57% of shoppers still spend more than they planned, POPAI stated.

The product categories in supermarkets with the highest brand lift were toaster pastries, pickles/relish, dishwashing soap and pet supplies.

To determine the in-store decision rate purchases based upon both pre- and post-shopping, interviews 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.

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Duracell extends Olympic program with new song

BY Allison Cerra

BETHEL, Conn. — Duracell is extending its "Rely on Copper to Go for the Gold Olympic Games" program to unveil an exclusive and original song created for Team USA.

"Champions," performed by recording artists O.A.R. and B.o.B., is available as a free download to all of Team USA and consumers on Duracell’s Facebook page, where they also can view the official music video starring the artists and Duracell’s partner athletes, including Dwight Howard (basketball), Hunter Kemper (triathlon), Diana Lopez and Mark Lopez.

"Whether in MP3 players, wireless headphones or docking stations, batteries power the music that motivates and inspires these athletes," said Volker Kuhn, general manager for Duracell North America. "We thought if we could not only power their music devices, but also create a song for them that would hopefully inspire their road to London, then that would be the ultimate gift."

The "Rely on Copper to Go for the Gold Olympic Games" program gives consumers a portal, the Duracell online Virtual Stadium, to provide encouragement for the athletes through videos, pictures and texts as they train and compete for the Olympic Games in London.

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A&P president, CEO Sam Martin to be spokesman in new marketing campaign

BY Antoinette Alexander

MONTVALE, N.J. — Grocer A&P has announced the launch of an integrated marketing campaign that features president and CEO Sam Martin as its primary spokesman. The campaign, according to the company, highlights an enhanced customer shopping experience marked by cleaner stores, friendlier associates and better products.

"We’ve made a promise to our shoppers to be the best food and drug store in their neighborhoods," Martin stated. "We’re excited to debut our marketing campaign and show customers how we have fulfilled that promise by offering them the relevant products and services that meet their needs in clean, well-stocked stores that provide friendly and knowledgeable service."

The campaign’s theme — "shopping just got a whole lot better" — is designed to capture how the company is inviting customers to discover a more enjoyable and rewarding shopping experience. It also marks the first time that A&P will run one marketing campaign across all of its A&P, The Food Emporium, Pathmark, Superfresh and Waldbaum’s stores.

"The key to our success lies in providing food and drug stores that meet the needs of our customers in every neighborhood we serve. That’s why, for the very first time in our history, we’ve launched one integrated marketing campaign that encompasses all of our stores," stated Tom O’Boyle, EVP merchandising, marketing and supply and logistics at A&P. "We chose Sam to be featured in our ads so that he could share his passion of a better shopping experience with our customers and help them see why coming to our stores is better than ever before."

The campaign includes a number of new programs, product lines and enhanced services that showcase how the company continually is evolving to meet shoppers’ needs and interests.

In addition, the company has upgraded several locations in the past year, including two Pathmark stores in New Jersey and two of The Food Emporium stores in Manhattan, and has plans to remodel more stores in the future. At the same time, the company has been focused on retraining associates, implementing faster replenishment methods and creating more tailored offerings across all of its stores.

The campaign features in-store signage, direct mail and digital search components that began on April 20. Television advertisements featuring Martin will begin on May 10, with 30-second spots airing in the New York and Philadelphia metropolitan areas on select network and cable stations, including HGTV, E!, The Food Network, Lifetime and TNT.

Other campaign elements include display advertisements, online video commercials and social media components. In addition, the company’s corporate website has been revamped to align with the new campaign.

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