In in-Store Media we constantly analyse consumer-buying habits. In order to develop new mediums and communication actions in the point of sale we try to understand different types of information of interest, such as how consumers plan, how and when they decide the brand and the product, how they know the innovation, etc.
Below we expose a combination of data of interest about the purchaser behaviour during the buying process, that derive from different research and studies done last year.
Does the shopper plan? Yes, 92% of buyers plan before going to the point of sale, through a “purchase list”. In this list the purchaser notes the generic name of the product, but he will decide the brand he will acquire in the store, in front of the shop shelves. It is also true that when the consumer is older and has more purchasing power, the purchase is less planed and more improvised and impulsive. Anyway, even if the purchase is planed, it is always dynamic: oversights, whims, offers and novelties define the final basket.
On the other hand, 46% of shoppers choose to do a big weekly shop and other smaller depending on exact needs, whereas 28% do a big monthly shop and smaller ones in certain moments. Supermarkets and hypermarkets are most common stores where purchasers do the big shop.
When deciding the establishment where the purchase will be done, price is the priority variable for most purchasers, that appreciate competitive prices, offers and promotions. Quality is a variable appreciated by a minority that choose establishments with fresh products, a wide offer and a clear and organised product display.
Once in the store, the shopper adopts 2 different behaviours depending on the function of the category: impulse, based on emotions; and needs, based on reason. Depending on the attitude of the shopper, the message we use shall be more emotional o more rational to have a more efficient impact.
And it is here, in the store and in front of the store shelves where the purchaser knows the innovation, being this channel twice more relevant than TV and internet.