David Orgel of Supermarket News decided to broach the much debated subject of in-store decision-making. Consumers are now consciously deciding to resist marketing influences and take a disciplined approach to shopping. According to IRI’s consumer survey, 76% of respondents now plan to make purchase decisions before they get to the store. They are making lists, checking them twice, and sticking to them when they get in the aisle. But what’s really on the list?
Most people make lists of the items they’re shopping for, but not the brand. Tea may be on the list but not necessarily Lipton Tea. Salad dressing, but I’m open to Wishbone if it catches my attention, especially if there is a coordinating low-cost meal option presented with it. This is where shopper marketing adds value to the shopper experience. Chris Hoyt, of In-store Marketing Institute, drives the point. “Proper in-store marketing isn’t just about pushing things in their path — it’s about shopper marketing, communicating, making it easier to shop, discover, buy.”
