Products Most Likely Written on Shopping Lists Rather Than Brands
Tuesday, July 13th, 2010
When creating a shopping list, more shoppers (81%) include the type of product, and not thebrand, leaving the door open for brands and retailers to drive brand switching in-store via compellingmarketing materials at-shelf. Respondents also report that their shopping lists also typicallyinclude the quantity needed (67%), but not details like the size of an item or its price. Thismay indicate that most price-based decisions (price and/or price-per-unit valuations) are beingmade at shelf.Because the majority of brand (66%) and unit size (73%) decisions are beingmade at shelf, there is a substantial opportunity for shopper marketing programs to persuadevalue-concerned shoppers to reconsider brand-name products and entice unit size trade-upin that location. This can be especially potent when considering that most name brands will becompared to their private-label counterpart a few inches away.
For more shopping list data and behavior, click hereto download the The Checkout – Issue 4.10.