Key findings from the GMA

A recent Grocery Manufacturer’s Association (GMA) study revealed a few insights into shopper behaviour.

• Shoppers select 41% of the brands they buy across categories before they enter the store. However, the sale can be lost if the brand does not meet the shopper’s expectations in store or if another brand can capture their attention for even just a few seconds. The ability to activate brand equity at the shelf is essential to winning these sales.

• For the 59% of items for which brands are selected in-store, 85% of shoppers perceive in-store factors as more influential than out-of-store marketing.

• The relative importance of in-store marketing stimuli in getting beyond price and closing the deal for brands for which shoppers have not yet made up their minds varies by product category. For example, while product packaging is an important factor for health & beauty and household products, shelf signage and displays are relatively more influential stimuli for food & beverage products. These differences are reflected in the higher incidence of impulse purchases for food & beverage products, as well as the greater levels of competitive switching between brands.

Download the full report at the GMA website.

Check out this checkout

This checkout featured as part of a larger campaign created for Denver Water in 2009, to get the word out to save water.

The campaign transforms grocery store checkout belts into flowing rivers, with the order dividers bearing the campaign’s slogan – “Keep our Rivers flowing, use only what you need.”