Marketing Insight: The Growth of Shopper Marketing
Buoyed by research suggesting that more than half of all purchase decisions are made in-side the store, firms are increasingly recognizing the importance of influencing consumers at the point of purchase, via shopper marketing.
Procter & Gamble observed the power of displays in a Walmart project designed to boost sales of premium diapers such as Pampers. By creating the first baby center in which infant products were united in a single aisle, the new shelf layout encouraged parents to linger longer and spend more money, increasing Pampers sales.
Retailers are also using technology to research shopping behavior and influence customers as they shop. Some supermarkets are employing mobile phone apps or “smart shopping carts” that help customers locate items in the store, find out about sales and special offers, and pay more easily.
Academic research shows that unplanned purchases increase the more a product is touched, the longer a purchase is considered, the closer a customer is to the shelf, the fewer the shelf displays in sight, and the more quickly shoppers can reference external information. Even the simple act of touching a product on a tablet screen has been shown to increase purchase intent
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