Point of Purchase Advertising International (POPAI) announced it is officially releasing its 2014 Mass Merchant Study, a continuation of their Shopper Engagement Study series.
A key finding is 82 percent of mass merchant purchase decisions are made in the store, a jump from the 76 percent found in the 2012 grocery channel study.
"While we expected some mass merchant shoppers were waiting until the last minute to decide purchases, we were truly surprised to discover 82 percent of purchases decisions are made in the store," said Richard Winter, president of POPAI.
POPAI, with the help of Eye Faster, Shopper Sense, and SmartRevenue, sampled almost 3,000 United States mass merchant shoppers in three major mass merchant retail chains. The results from pre-/post- interviews and eye-tracking videos show a great difference between shoppers in the mass merchant channel and the grocery shoppers in the 2012 Shopper Engagement Study.
This year's results show how the mass merchant shopper plans shopping trips, navigates through stores, makes purchase decisions, and what role in-store media plays.
For instance, 34 percent of mass merchant shoppers do not make any kind of shopping list, compared to the 13 percent of grocery shoppers, which lends to the 62 percent of mass merchant shoppers reporting no use of media from mail, newspapers, circulars, coupons, TV ads, and information from electronics sources to plan their trip. It is no surprise 82 percent of mass merchant purchase decisions are made in store. This new insight suggests the importance and persuasive tendencies displays can have on shoppers' purchase decision.
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