When creating a shopping list, more shoppers (81%) include the type of product, and not the brand, leaving the door open for brands and retailers to drive brand switching in-store via compelling marketing materials at-shelf. Respondents also report that their shopping lists also typically include the quantity needed (67%), but not details like the size of an item or its price. This may indicate that most price-based decisions (price and/or price-per-unit valuations) are being made at shelf. Because the majority of brand (66%) and unit size (73%) decisions are being made at shelf, there is a substantial opportunity for shopper marketing programs to persuade value-concerned shoppers to reconsider brand-name products and entice unit size trade-up in that location. This can be especially potent when considering that most name brands will be compared to their private-label counterpart a few inches away.
For more shopping list data and behavior, click here to download the The Checkout - Issue 4.10.
