Shopping lists making a comeback.
DENVER -- An ongoing study of shopper attitudes and behavior reveals that consumers are increasingly reverting to shopping lists rather than making purchase decisions at the shelf.
The survey, which is being conducted by Integer Group and M/A/R/C Research, has found that 43% of general market shoppers say they "always" rely on a shopping list, as they preplan shopping trips at home in an effort to save money and time and avoid impulse buys.
"We've found that the lines between what we call Pre-Tail, which are those activities that involve the preparation, seeking and selection of a product or store--and retail, where the purchase is made--are blurring as decision making is moving from the store to home," remarks Craig Elston, senior vice president of Integer Group. "This blurred area is where brands and marketers need to position themselves to reap rewards now, and more important, when the economy recovers."
The study does suggest, however, that there remains scope to influence a shopper's decision at the point of purchase, either through packaging or some other form of messaging. For example, 81% of list users do not specify brands on their shopping lists. Moreover, 78% admitted they were enticed to buy something not on their list by a sale or special promotion, while nearly 25% said they made an off-list purchase because something at the shelf convinced them.
"Two-thirds of respondents said they typically include quantity of a product needed but not details like the brand, size or price, which demonstrates these decisions are often made at the shelf," says Randy Wahl, executive vice president of M/A/R/C research. "This provides brands with the opportunity to persuade price-conscious consumers to reconsider one brand over another by enticing a unit-size trade-up, for example."