More than half of consumers decide on which products they’ll buy at the grocery store before they leave their homes, according to new data released by Information Resources Inc. (IRI). However, the survey results indicate that in-store marketing tactics still sway some. 48% of respondents indicate that shopper loyalty card discounts influence their final brand decisions, while 44% say the same about in-store circulars.
More than one-quarter of consumers said their brand decisions are affected by signs and displays in the store. In-store kiosks and in-store touch screen digital displays are perceived to be an influence by fewer consumers, at 10% and 4%, respectively.
Previous research from IRI has suggested that in-store messaging is particularly effective with mothers.
In other results from the latest survey, IRI reveals that 52% of shoppers choose the store they’ll shop at because it offers the lowest prices on the items they’re looking for. Shoppers are using both traditional and digital means to find the best prices: 65% compare prices using prices advertised in retailers’ weekly grocery circulars; 56% compare prices across area retailers; and 26% compare prices using retailer websites.
- The proportion of consumers who said they make all their decisions prior to leaving their home dropped slightly from 59% in Q2 2012 to 56% in this latest survey covering Q2 of this year.
- 76% said brand experience is important in making their decisions, while 58% said coupons are an influence.