June 4, 2012: Unplanned Purchases Increase Over Long Term

The portion of shopping decisions made in-store has hit an all-time high at 76%, with shoppers using non-cash payment methods most likely to make impulse purchases, according to Point of Purchase Advertising International’s 2012 Shopper Engagement Study. The study used pre- and post-shopping interviews with 2,400 consumers across several regions of the U.S., and in a second component, the study tracked the reactions of a subset of 210 shoppers who wore portable electroencephalography equipment to gauge their physiological responses to visual stimuli in the stores. The data revealed that 13% of eye fixations were made on in-store displays, and 66% of those “grabs” resulted in a purchase. Although other studies have shown an increasing number of consumers are bringing lists to the store and pre-planning their shopping trips, the study revealed that only 24% of the items purchased were specifically mentioned by brand by shoppers before their shopping trip.
Source: Point of Purchase Advertising International

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