King of The Till Report

BRAND ACTIVITY

May 24th 2012, 07:15

compiled by Jason Frichol (Frich)

76% of Purchase Decisions Are Made In-Store

After much debate and scepticism, when it was announced around five years ago that 70% of purchase decisions are made in-store, POPAI’s latest study puts it at 76%. POPAI finds that more purchase decisions are being made in-store than ever before. Other findings from the study state that display/ in-store marketing is paramount for sales conversion. Shoppers are also looking to retailers to optimise shopping trips from a time and navigation perspective.

International Cuisine

Hope for New Product Launches

With more than 80% of new product launches likely to fail, Catalina has published its New Products and The Pivotal Consumer report which says that success depends on cornering a minute niche to drive volume. Only 1.5% of shoppers drove 80% of new product volumes and top category buyers were 3.8 times more likely to try a new product vs. the average shopper.

Virtual Supermarket Aisle

Peapod has followed in Korea’s footsteps as one of the first American retailers to offer interactive grocery shelves where commuters (shoppers?) can easily scan up to 70 items and have them delivered.

Cross Shopping for The Cost-Concious

MaxPoint says that although average monthly grocer-spend is up, many have changed their shopping habits. 40% of cost-conscious shoppers shop multiple stores for the best deal and over 50% say that they use coupons and their loyalty cards for savings.

Retail Factor

• 31% of South Africans do their grocery convenience shop at Spaza’s, 19% at Shoprite and 15% at Spar. (Source: AMPS 2011B Individual)

• Canadian men were the primary grocery shoppers in 25% of households in 2010, up from 20% in 2006. (Source: NPD Group)

• Annual spending on shopper marketing is estimated at US$50 billion to $60 billion growing at more than 21% annually. (Source: Grocery Manufacturers Association)

On packaging effectiveness - “In the store, unseen is unsold. In the home, unseen is unused” – Scott Young, Perception Research Services