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POPAI Research: Shopper Influence Study « Research « POPAI Publications « Downloads
|Date posted||November 30, -0001|
Many factors contribute to why some people prefer to shop with the company of friends and family while others prefer to shop alone. Regardless of the shoppers preference one thing is certain: the accompanied shopper is different from the solo shopper and marketing at retail practitioners need to take note, according to a new report issued today by the Point of Purchase Advertising International (POPAI). The report, titled Shopper Influence Study, found that when it comes to influencing purchases, nearly two-thirds of accompanied shoppers claimed that the people they were shopping with had little to no influence on their purchase decisions. Coupled with the finding that those accompanied shoppers who recalled or interacted with in-store marketing materials realized a 69 percent higher mean in spending highlights the impact that in-store marketing programs have upon the shopper. Key findings of the study revolve around identifying key purchase and spending dynamics demonstrated by both accompanied and unaccompanied shoppers. Among those key findings are: Shopperså goals are the same when coming to the store yet those who shop with others may take one extra step to prepare Ñ the written shopping list. In-store shopping expectations are created equal. All shoppers, regardless of whether or not they were accompanied, had high expectations upon store entry that they would make a purchase in the store outlet and perceived the likelihood of doing so with near equal frequency Families that shop together navigate more of the store and are more likely to use mobile devices during their trip. Unaccompanied shoppers are likely to spend more than those shopping with friends or family. Shoppers see companions as having moderate impact on purchase decisions. Both solo and accompanied shoppers who recalled or interacted with in-store marketing materials realized a greater mean in spending than those who did not. Shopping alone translates into the value of time while shopping with company means a social experience. The report findings and recommendations are based on a survey of 200 shoppers.