POPAI: 76% of Decisions Made In-Store

CHICAGO — 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 average shopper misjudges the amount they will spend — in either direction — by 35%, and even when accounting for impulse purchases 57% spend more than they planned. Those who said they “overspend on impulse items” do so by more than 200% of what they expected to spend on such purchases.

Displays geared to loyal, female stock-up shoppers are one way to get these consumers’ attention. The study found that nearly one in six brand purchases are made when a display with that brand is present in-store, with toaster pastries, pickles/relish, dish washing soap and pet supplies showing the most substantial lift.

“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,” said Richard Winter, POPAI president.