As POP and POS marketers we’re always digging for more actionable data on shopper behaviour. The latest POPAI Shopper Engagement Study is probably one of the best sources of info on consumer behaviour at point of purchase. The new 2012 study has volumes of information about the shopping experience, who shoppers are, what is working at retail, and what shoppers don’t like. The study followed and involved questioning hundreds of shoppers across the country as they shopped.
The only drawback to the study is the cost: Initial Category Report goes for $US 37,500 for POPAI members and $US 45,000 for Non-POPAI members. Subsequent Category Reports at priced at $US 25,000 for POPAI members and $US 30,000 for Non-POPAI members. If you’re a large scale advertiser/manufacturer, the POPAI study may make a difference in planning a highly effective campaign. POPAI membership fees are based on your company sales volume and might range from about $3k to $16k per year. Purchase all 20 in-depth Category Reports for $125,000 US and membership is free.
Obviously, these memberships and prices aren’t targeted to small business entrepreneurs and agencies handling a small retail or manufacturing client account. What is your impression of POPAI membership and their research offerings? At what point do you think membership is feasible for you? Can you conduct your POP marketing effectively without these insights? Where do you get your research data?
Shopper Marketing is Hot
Since shopper marketing is so popular, the POPAI research findings are a great help in gathering insights about consumers as they are shopping in store and for applying those insights to influence their purchase decisions. The GMA also publishes findings on shopper purchase behaviour and how shoppers navigate store layouts.
The major discovery of the POPAI study is that shoppers spend more money than they intended and they are influenced by in-store advertising and display. When displays were present in the store, it showed to have a strong effect on purchases. The in-store purchase decision rate has climbed from 70% in 1995 to 76% in 2012.
The study showed that shoppers feel an ideal trip is one that is planned and that most shoppers describe themselves as self-controlled planners. 53% of shoppers described themselves as explorers and bargain hunters. This presents opportunity for advertisers to get the shopper to break away from strong brand preferences to try something new, or at least change their original purchase intent.
The study segmented the typical shopper into 4 profiles or personas: Time Stressed, Explorer, Trip Planner, and Bargain Hunters. The 4 shopper types are compared regarding their purchase behaviour.
Which are The Best Displays?
POPAI looked at the efficacy of display types and found that floor stands, and end caps were the most effective sales generators. Power wings and inline gondolas also noted as the next best display types. It doesn’t suggest why these types of POP displays worked best. Are they just the most visible or are they more psychologically disruptive? End of aisle and in aisle placement were seen to be more effective positions.
The 2012 POPAI Shopper Engagement Study was an update to the 1995 Consumer Buying Habits Study. It was comprised of two concurrently executed research modules: the first used pre and post shopping interview formats with 2400 shoppers. The Secondary incorporated had respondents wear portable electroencephalography (EEG) equipment while they shopped. This enabled shopper eye tracking to attribute shoppers’ physiological responses to exactly what they are looking at, thus to eliminate issues such as recall and denial.
You can access POPAI’s 300+ research reports on their website provided you join the organization.