Roughly how long do you think you spend doing your weekly shop? On average a supermarket shop lasts around 40 minutes…however that number dramatically reduces when it comes to time spent in a convenience store.
According to latest research the typical convenience store shopper, given the more focussed nature of their shop visit, is in and out in under four minutes, during which time they would pass 606 individual product category displays, averaging 0.3 seconds per display!
The experiment, reported by Convenience Store and carried out by HIM and POPAI, aimed to evaluate the effectiveness of fixture displays in the convenience sector. The project involved collecting data from stores in five different convenience fascia’s over 35 days.
There are a million statistics (roughly) around a shopper’s journey and buying behaviours.
Most are snoozeville, but some offer us some pertinent information we should take into consideration when creating new shopper work.
For instance we make on average 10,000 decisions a day, with 90% of all purchasing decisions being made subconsciously (I wonder how they test this, its not like we can ask our subconscious), and 85% of buying decisions are influenced by negative online reviews. Let’s face it, we all seek out the No Star Review on trip Advisor, no matter how many 5 Star Reviews a restaurant has got.
However, a very powerful one for brick and mortar retailers to remember is the final purchase decision. Our friends at POPAI produced a pivotal report in 2014 – Mass Merchant Shopper Engagement Study – showing that 82% of purchases in store are not “specifically planned”.
The last three feet remain as powerful as ever, with the latest report from POPAI shows us that a shopper spends on average 0.3 seconds looking at each display.
In short, if you get something in-store, it better be good.
November 24, 2017 | Blog