DDi - February/March 2012 - (Page 86)

86 | Shopper Marketing & Consumer Insights Section Buying Habits Over the Decades Generally Planned Purchases + Substitution/ Brand Switching + Unplanned Purchases = In-Store Decision Rate Speciﬁcally Planned Purchases Generally Planned Purchases Substitution/ Brand Switching Unplanned Purchases Total In-Store Decision Rate 1965 1977 1986 1995 2012 Source: POPAI data 1965-1995 31.1% 35.2% 33.9% 30% 17.2% 14.8% 10.6% 6% 1.8% 3.2% 2.9% 4% Stay Tuned 49.9% 46.8% 52.6% 60% 68.9% 64.8% 66.1% 70% efﬁcacy of in-store marketing. The study, conducted across all major census regions of the United States, promises to provide greater insight into shoppers’ attitudes, behaviors and emotional responses to the retail environment, including speciﬁc types of displays. The insights uncovered by this study will help marketers understand where, how and why shoppers make decisions leading to the purchase of their products. By understanding how the purchase decision is being made, marketers can optimize their pre-store and in-store marketing and merchandising strategies to improve topand bottomline performance. So, why bother updating the methodology to include the eye-tracking and neuro-monitoring technologies if the pre-/post-interview model has proven to be a solid and reliable approach? Well, for starters, a lot has changed since POPAI ﬁrst started studying shopping habits more than 60 years ago. Today, most major brands and retailers have some form of internal in-store research to demonstrate how people shop a particular category or retail channel. The 2012 study will provide a unique perspective across all product categories for brands and retailers that spend millions on their own research every year. “The biggest advantage to retailers and brands will be an unbiased look at understanding the shopper’s trip through the store and establishing industry benchmarks and metrics that we can all use to understand shopper engagement,” says Michelle Adams, vice president of customer strategy Ninety percent of the decision-making tasks made while shopping are actually being performed at a subconscious level. and shopper insights for Pepsico and co-chair of POPAI’s Research Committee. “Unlike so many other pieces of research that seek to establish an in-store decision rate, the POPAI Shopper Engagement Study approach will deliver us the reality without the biggest disconnect we ﬁnd when it comes to people telling you what they did, versus observing what they really did.” Another reason the new approach is warranted is that shoppers are not able to adequately articulate the stimuli that inﬂuences their shopping trip, because so much of what happens in-store is done at a subconscious level. A shopping trip is ﬁlled with habits and routines—psychologists and neurologists estimate about 90 percent of the decision-making tasks made while shopping are actually being performed at a subconscious level. By linking shoppers’ eye-tracking and neurosensory data to the attitudinal and purchase data from the core methodology, the Shopper Engagement Study will provide a 360-degree view of shoppers’ in-store purchasing behavior, attitudes, perceptions and emotional responses to in-store marketing. More importantly, POPAI will be sharing key ﬁndings and insights from this 360-degree view with the readers of DDI across 2012 in a new dedicated column (beginning in the April/May issue). So, keep your eyes out for the latest instore ﬁndings, and get ready to engage shoppers like you never have before. —POPAI, The Global Association for Marketing at Retail, is an information source for brand marketers, retailers, producers and suppliers. www.popai.com. To download a PDF of this section, visit www.ddionline.com/magazine. | February/March 2012 www.ddionline.com http://www.popai.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - February/March 2012

DDi - February/March 2012