Ready

to go

shopping ?

The power of

ISDR ?

Instore marketing : who knows ?

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Knowledge centre for ‘Marketing at-Retail’

Collect up-to-date information

Make the medium ‘Instore’ measurable & plannable

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The In-Store decision rate

Consumer Shopping Habits Survey 2008 ; Executive Summary ; June 2009

Product & brand are planned

One has planned a certain type of product, but not a specific brand

A certain brand is planned but in the end another brand is bought

A product is bought that was not mentioned as « planned » beforeentering the store

GENERALLY

PLANNED

SPECIFICALLY

PLANNED

SUBSTITUTE

UNPLANNED

In-Store

decision rate

(ISDR)

% of purchases

where final

decision is made

in the store

36% (average FMCG)

Do all roads

lead to the

same

purchase ?

The Iast shopping trip in Fact - (questions)

STEP 1

Types of

products

bought during

the last

shopping trip

Amongst

the 40 FMCG

categories

STEP 2

PLANNED PURCHASES

Types of

products

bought

& plannedbefore the

visit in store

STEP 2.1

Brand chosen

in advance &

purchased

brand

Or

Brand chosen

in advance &

other brand

bought

Or

Brand chosen

in store

STEP 2.1.1

Brand chosen

in store

& usually

chosen

for that kind

of purchase

Or

Brand chosen

in store

& not usually

chosen

but attractive

in store

The Iast shopping trip in Fact - (questions)

STEP 1

Types of

products

bought during

the last

shopping trip

Amongst

the 40 FMCG

categories

STEP 3

UNPLANNED PURCHASES

Types of

products

bought

& not

plannedbefore the

visit in store

STEP 3.1

Purchased brand is

probably the brand

which would be

bought in case of

planned purchase

Or

Purchased brand is

probably not the

brand which would

be bought in case of

planned purchase

Or

Don’t know

Purchasedproducts

Plannedpurchases

Planned brand

+ brand bought

Planned brand

+ other brand bought

Unplanned brand

Usual brand

Other brand

Unplannedpurchases

Usual brand

Other brand

Don’t know

The last shopping trip in Fact - (plan)

Brand

« before »

Planned brand

+ brand bought

Usual brand

Usual brand

Brand

« in store »

Planned brand

+ other brand

bought

Other brand

Other brand