Shopping behaviour
There is a widely quoted
statistic that more than 70% of purchasing decisions are made in-store. But what are the
triggers that help or hinder a shopper at the Point of Purchase?
Whether the aim is to sell more products, improve customer service or a
combination of both, shopping behaviour analysis offers valuable insights
in how to create the optimum retail offering.
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Most women (and a number of men) only have 1
hand free to shop with due to carrying other things (see images either
side). So don't expect them to have 2 hands
free to select your brand
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Women don't like being brushed against when
they are shopping, so make sure they have enough space in-store
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Generally, men treat shopping as a military
exercise and women get more enjoyment out of the whole process. Expect
problems when couples shop together
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People will open and vaguely look inside
washing machines, ovens and other electrical goods in order to evaluate
their quality
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Men tend to be tunnel-visioned in-store, but
women have a much wider field of vision
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Shoppers use all 5 senses (to a greater or
lesser extent) when buying products
Fact:-
Shopping behaviour analysis identified that a leading bank was sending
enough short term promotional literature to each branch to last them 4
years (based on the take up rate)
Fact:- A famous High Street chain increased
the average spend by each customer simply by giving them shopping baskets.
research showed that shoppers' hands became full before they had shopped
all of the store, so they then proceeded to the checkout.
For more information on how
shopping behaviour research can be used in the retail banking sector click on the
Banking studies title on the
right of the screen.
