Big news for those who print P-O-P and other types of retail displays: A recent study conducted by the Point of Purchase Advertising International (POPAI) indicates that 76% of purchase decisions are made in store.
POPAI’s 2012 Shopper Engagement Study used EEG, eye-tracking technology, and in-store shopper interviews to arrive at that figure. According to POPAI, nearly one in six brand purchases are made when a display with that brand is present in store. POPAI also notes that effective marketing captures buyers’ valuable attention and, in doing so, converts that interest into purchases.
