Buying with your eyes? Tempted by temptation? How easily are you seduced at point of purchase? Probably more than you think!

Are you a disciplined shopper? Do you make a list and stick to it, no matter what? Do you cut coupons and hunt out bargains? Do you pay with cash and watch the pennies?

Or, are you influenced by big brand names, seductive colourful packaging and special offers in store? Do you pop that impulse buy on your credit card? Is it because ‘you’re worth it?’

Well, if it’s the latter, then you’re reacting in the same way as 76% of other in-store shoppers, according to the 2012 Shopper Engagement Study carried out by Point of Purchase Advertising International (POPAI).

Despite being in the deepest recession in living memory, only 24% of in-store shoppers are not influenced by point-of-purchase displays, branding and offers. And of those who do give in to temptation, 57% are spending up to 35% more than they originally planned to.

Richard Winter, president of POPAI said “What you find is that people will tell you they plan to do one thing but their actual behaviour will be quite different…actual purchases changed while they were in the retail environment.”

The study of 2,400 shoppers also found that in-store displays are especially effective in persuading women to change from their favourite brand at the point of purchase, to another brand.

However, if shoppers want to resist temptation, then the answer is very simple – pay with cold, hard cash as shoppers using credit or debit cards are more susceptible to impulse purchases or buying in larger quantities.

The POPAI study identified five key findings that in-store and shopper marketers should note when developing packaging, branding and shopper promotions:

• Today’s shopper is making more decisions in-store than ever before.
• If you’re not putting your brand on ‘display’, you’re less likely to put your brand into the shopper’s basket.
• Retailers are not fully maximising the multitude of opportunities that exist to enhance the shopper’s in-store experience.
• Compelling creative not only sets apart in-store marketing, but it can turn the subconscious shopper into a conscious buyer.
• Shoppers who use debit/credit cards are more susceptible to impulse purchases and make more decisions in-store.

Even if your products aren’t designed to sit on a shelf edge, you can still take some of the learnings from this study and apply them to your business for added success:

• Branding is vitally important, so having a strong, clear, easily recognisable brand will definitely influence your buyers – invest in an experienced graphic designer who can help you build a strong brand image.
• Colours will definitely influence the purchasing decision as people buy with their eyes. Do your research into the market place and narrow down the colour options available to you to create ‘conscious shoppers’.
• Think about the shopper experience and how you can improve it. If you’re not sure what to do, then ask your customers for feedback on how you can make their lives easier – then act on it!
• Be available. Today’s customers want to be able to access you on a number of different levels, so consider where you need to be (on the high street, online, social media, etc.) so they can see, relate and contact you on their terms.

And finally, the customer is always right! Without them, you don’t have a business, so communicate with them at every opportunity. Contact me if you want to have a customer communications review and find what you can do better for greater business success.

By Liselle Barnsley