Decision between refrigerated shelf and cash register
Current study results are surprising at the 12th ECR Day in Berlin: shoppers cancel every fifth planned purchase / more pleasant shopping atmosphere increases spontaneous shopping desire by almost 30 percent / Germany's shopping trips last 24 minutes
Shoppers abandon more than a fifth of their planned purchases in the store – but they also spontaneously reach for the shelves just as often. This is the finding of a recent study by the University of Cologne and GfK market research in cooperation with GS1 Germany. 3.300 purchases in supermarkets, hypermarkets and discounters were examined. "The results of this study put the buyer in a completely new light," said Jörg Pretzel, Managing Director of GS1 Germany, at the 12th ECR Day in Berlin. "The study provides new, groundbreaking insights for all future shopper marketing measures."
The study shows, for example, that the probability of a spontaneous purchase increases by almost 30 percent if investments are made in a more atmospheric business atmosphere. Thus, for the first time, the store mood could be proven to have a clear sales-increasing effect. The scientists at the University of Cologne also summarize the average shopper and his behavior in reliable numbers: Most of them are female, on average 49 years old, married, have one child and a household income of 2.350 euros. He goes shopping unaccompanied two to three times a week, takes 24 minutes and buys goods worth 29 euros without a shopping list.
The average shopper – here the study confirms long-held assumptions – makes 68 percent of all purchase decisions at the point of sale; only 32 percent of the purchases are already certain before the shopping trip and are planned down to the brand level. The high number of spontaneous purchase cancellations (22 percent) contrasts with a whole 23 percent of completely unplanned purchases - such as the impulsive reach for chocolate.
The large-scale shopper study was presented exclusively to around 12 participating experts and managers from industry and trade at the 1.200th ECR Day in Berlin.
Interested companies can obtain the brochure on the (Un)planned Buying Behavior study on request.
GS1 Germany helps companies from all sectors to apply modern communication and process standards in practice and thus improve the efficiency of their business processes. Among other things, the company in Germany is responsible for the worldwide non-overlapping GS1 article number system - the basis of the barcode. In addition, GS1 Germany promotes the use of new technologies for the fully automatic identification of objects (EPC/RFID) and offers solutions for more customer orientation (ECR - Efficient Consumer Response). The privately organized company based in Cologne is part of the international network "Global Standards One" (GS1) and is one of the largest of more than 100 GS1 country organizations. The Markenverband and the EHI Retail Institute are equal partners in GS1 Germany.
Source: Cologne [ GS1 Germany ]
