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A new global shopper study, "Shopper Decisions Made In-Store," based on over 14,000 shopper interviews conducted in 700 retail outlets spanning five retail channels and six product categories in 24 markets worldwide, reveals how shopper decisions vary across shopping channels, product categories, and brands, and how those decisions vary by country and shopper profile, thereby enabling communications services provider OgilvyAction to develop specific shopper insights for marketers.
Armed with such in-depth shopper insights, brand marketers can then make better strategic investment decisions and use the store more effectively as a vehicle to build sales and equity in their brands.
Among the most significant findings of the study:
--Almost 30 percent of shoppers around the world wait until they're in the store to decide which brand they will buy.
--In addition, one in 10 shoppers change their minds in store and buy a different brand from what they had planned.
--Almost 20 percent of shoppers will buy from categories they had no intention of buying from before entering the store.
--In the United States, almost one in five shoppers leave a product they planned to buy on the shelf and walk away empty-handed, representing millions of dollars in new purchases up for grabs by marketers who can successfully activate their brands in-store.
"We all know the point of sale is the ultimate moment of truth for brands today," noted Rick Roth, global c.e.o. of OgilvyAction, the global activation services company for The Ogilvy Group, the international advertising, marketing, and public relations agency. "Getting it right and improving ROI is something that keeps many of us awake at night. Our clients need to know what's driving shopper decisions and we are committed to helping them win where it matters most."