Report: Purchase Decisions Happen In-Store | Adweek
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Report: Purchase Decisions Happen In-Store

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NEW YORK More shoppers are making lists before they reach a store, though they continue to make brand purchase decisions inside, according to a new report from Miller Zell.

Miller Zell, an Atlanta-based retail consultancy, polled 999 consumers online in March shortly after they made shopping trips. The results were compiled in a report titled, "Gone in 2.3 Seconds: Capturing Shoppers With Effective In-Store Triggers."

The report found that digital signage has gained traction in influencing planned purchases--though not unplanned purchases--and that Internet ads have little impact on either planned or unplanned purchases.

In addition, price-focused messaging is age sensitive. Baby boomers, for example, still prefer product-oriented messages (93 percent rated it very to extremely important) to price-point messages (86 percent).

Curt Johnson, svp of consumer goods at Miller Zell, outlined the report's findings today during a presentation at the In-store Marketing Summit at McDonald's Hamburger University in Oakbrook, Ill.