The good data behind the obvious conclusion in Miller Zell brief

April 4, 2009 by Dave Haynes

I have read a fair amount of cheeky comments on a story late this week about a report from retail design biggie Miller Zell, which makes the forehead-slappingly obvious assertion that purchasing decisions happen in the store.

Reported AdWeek:

Miller Zell, an Atlanta-based retail consultancy, polled 999 consumers online in March shortly after they made shopping trips. The results were compiled in a report titled, “Gone in 2.3 Seconds: Capturing Shoppers With Effective In-Store Triggers.” 

The knee-jerk response would be to thank the guys for stating something we all know, and move on. But I have not seen much reporting on what’s actually in the brief, which is pretty interesting.

It’s a free download, and I’d recommend it if you want to sound like a smarty-pants at your next meeting with a retailer.

Among the findings: 

It also indicates endcaps are particularly important, as is the overall in-store shopping experience.

There’s some really good stuff here for people interested in how to best do screens in retail. Thanks to the MZ guys for sharing it around. 

Curiously, though, I can see nothing in the report that maps back to the “Gone in 2.3 seconds” report title. What’s that about? Attention span?

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