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Analyse inédite explicitant que l'impact du point de vente dans la décision d'achat ne serait que de 9% (en tous cas du point de vue de la marque suggérée).
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Ready
to go
shopping ?
Ready
to go
shopping ?
Smaller, faster and easier…
4Th December 2009 :
“Delhaize plans to triple, in the
next 3 years, the number of store
openings of new formats”
Reduced shopping times !
« The average number of minutes at the shop floor decreased, so
also exposure time of brand category decreased »
Consumer Shopping Habits Survey 2008 ; Executive Summary ; June 2009
43%57%
Total shopping trips2007
59%41%
Total shopping trips2008
0 to 15 minutes shopping trips
More than15 minutes shopping trips
Do I have time to spend for shopping ?
(18% : don’t know)
National universe ; PRP 18-54 years
They enjoy taking
their time to shop
and explore the
different products
on the shelves
They try to spend
as little time as
possible at the
store% 38 44 %
The shopper’s sprint !
L’Art du marketing ; E-learning HEC ; Barbara E. Kahn (University of Miami School of Business) ; January 2010
“It takes about 12
seconds between the
moment a shopper
approaches a linear and
the moment he puts the
article in his
supermarket trolley, and
he considers on average
only 1,2 brand”
“The speed with which he decides thus lets
think that his choice is founded on his memory”
12 seconds…
