A look at the reasons why shoppers run away

The way manufacturers or retailers place and group products on store shelves decides whether they are driving away shoppers or helping them find what they are looking for. Marketing consultant TNS says extending or disrupting the search of the "decided shopper" is counter-productive...

Three strategies that managers need to change...

Myth 1

Shoppers are making decisions in-store, considering choices and weighing up options.

Truth

Most shoppers have already decided what to buy even before entering the store.
















Myth 2

Trap the shopper by extending/disrupting their search. Most category managers & marketers try to catch the shopper’s attention by stocking other products or mixing categories in their bid to jump-start a reconsideration.

Truth

Yes, the shopper does slow down, seemingly weighing options. But, in reality, the disruption is frustrating the search and actually proving to be counter-productive by driving them away.

Myth 3

If shoppers find the item they were looking for quickly won’t they just walk away from the category without considering anything else?

Truth

Shoppers that find their first item quickly are more likely to buy additional items from the same category.