Cross-Channel Shopping Close-Up Study

Supermarket shoppers are most likely to be influenced by displays and drugstore shoppers are least likely, according to a study of cross-channel shopping behavior conducted by Meyers Research Center.Claimed influence from displays is highest in supermarkets, with 33% of respondents saying displays remind them to buy items all or some of the time, versus 28% of traditional mass merchant shoppers, 25% of superstore shoppers, 24% of warehouse club shoppers and 20% of drugstore shoppers.Among other findings in the "Cross Channel Shopping Close-Up Study": Of all the channels included, supermarket and warehouse club shoppers are most likely to browse parts of the store other than where they plan to buy items. More than 78% of supermarket shoppers said they visited most or some aisles, followed by 77% of warehouse club shoppers, 71% of superstore shoppers, 69% of traditional mass merchant shoppers and 51% of drugstore shoppers. Shoppers who acknowledge that displays remind them to buy items are also more likely to browse when they visit each kind of store. The discrepancy between display-sensitive and non-display-sensitive shoppers ranged from 6% in drugstores and superstores to 13% in supermarkets. Heavy shoppers are more likely to be influenced by displays than light shoppers. The discrepancy between heavy and light shoppers is highest in traditional mass merchants (10%) and lowest in superstores (4%).For more details and charts from the study, click on the Attached File and Research Charts at the right.Interviewing for the study was conducted in 29 individual outlets covering 10 different chain entities in 10 geographic markets. A total of 1,698 shoppers were interviewed. Shoppers who agreed to participate were interviewed about their attitudes, perceptions and behaviors across different outlet types in general, as well as being asked about cross-channel decision making for specific products purchased that day. See the Attached File at the right for more details about the survey methodology.

P2PI MEMBERS

JOIN P2PI

You May Also Like

P2PI Research: The Evolution of the BevAlc Shopper Journey

Grilling Season Shopper Trends