The in-store decision rate is calculated by taking the sum of the purchases that fall under Generally Planned, Unplanned, and Substitutes categories. Today the in-store decision rate has reached an all time high of 76%.Shoppers are specifically planning less and deciding more at the shelf, suggesting today’s shopper is more flexible than ever. And you thought social media was driving their purchase decisions…
Marketing and Advertising
Earlier last week I was contacted by a large consumer products company with a problem. It seems they had hired “a social media expert” to help them develop and launch their social media marketing but now that ship was adrift and was getting pounded by the rocks under the waves. Not only was it poorly executed but what they had done so far was costing them business. Their social media “expert” was hit and run. He told them what to do but not how to do it within THEIR culture and industry.