In-store Decision Rates

Marketeers worldwide acknowledge the effectivity of additional in-store promotion in order to further stimulate sales for their brand. Given low brand loyalty levels and high in-store decision rates, consumers are reached very effectively while shopping. In-store decision rate should be seen as the percentage of purchases where the purchasing decision is made in-store. Research by Popai (Point Of Purchase Advertising International) shows that seven out of ten purchasing decisions are being made in-store. As a result improving in-store visual presence and consumer awareness is an absolute must in order to gain a competitive advantage in the global FMCG market.