Containing interviews from 2400 shoppers from across the U.S. the study captured and examined over 33,000 purchases decisions, which was triangulated with 70,000 eye-fixations and neuro-responses from a subset of 210 shoppers to understand how in-store marketing influences today’s shopper. Needless to say POPAI’s Shopper Engagement Study provides some deep insights into the behavior of today’s shopper and is one of the first studies of it’s kind to provide a 360 degree view of how shoppers behave in the retail environment by combining eye-tracking, EEG, and intercept interview methodologies.
While the study is chock-full of interesting findings perhaps the most interesting insight coming out of the study is the fact that the in-store decision rate has jumped from 70% in 1995 to 76% today! That means that even with all the attention and lip service that is paid to mobile, online, and other emerging mediums there is no better place to reach and influence today’s shopper than at the shelf in the store.
