Research: Impulse Buys Factor for 9/10 Shoppers; In-Store Messaging Main Influencer

April 19, 2012 by Dave Haynes

Some new ammo for you if you think some of the standard lines about in-store purchasing decisions are getting old …

Nine out of 10 shoppers still buy items not on their list, says the latest results from ongoing shopper behavior research being conducted by shopper marketing agency The Integer Group and M/A/R/C Research.

Of those shoppers who purchase items that weren’t on the list, 66 percent said the reason was a sale or promotion, 30 percent said they found a coupon, and 23 percent said they simply wanted to pamper themselves.

“Our data shows that 61 percent of off-list shoppers purchase an additional 1-3 items,” said Craig Elston, senior vice president, Integer. “This shows that if you reach a particular shopper at the right moment with the right message, for example — using in-store signage to play into their desire to pamper themselves — it can end with that item being added to their basket.”

When it comes to list-making:

However, when shoppers are making lists, they typically do not write down brand names of a product, they write the product type. This means that although they may have their brand of choice in mind, there are factors that can influence a shopper to select one brand of a product over the other, telling marketers they need not worry that a shopping list excludes certain brands or creates a barrier to purchase.

You can download the latest results from Integer’s The Checkout report on its blog. You’ll need to register.

Chart from MarketingCharts.

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