buying it

Although the “science” of this kind of marketing is sometimes debated and questions constantly arise about the messy, qualitative side of this discipline—something I can discuss more, later on—powerful statistics act as a call to shopper marketing. Namely:

—70% of brand selections are made at stores

—68% of buying decisions are unplanned, and

—5% of consumers are loyal to the brand of just one product group (Stahlberg & Maila 2010)

In other words, while sometimes highly effective, there seems to be something very ineffective with traditional marketing, advertising and branding efforts. As a result, shopper marketing budgets are growing rapidly.