Getting on the List

Due to a rediscovered consumer frugality, an increasing number of purchase decisions are being made in the home. The shopping list is again making an appearance in retail outlets around the world. Getting on the list and staying on the list appear to be a key factor of success in today’s new retail reality.

How consumers plan for and execute CPG shopping trips is the focus of the October issue of IRI Times and Trends, “Zero-Moment of Truth: Redefining the Consumer Decision-Making Process.” The report reveals some sharply changing shopper tactics. For instance, in the latter part of 2007, 60 percent of shoppers were making decisions at home and 40 percent in the store. Fast forward to July of 2009 when 83 percent said they made their purchase decisions at home. A 23 percent increase. This is where the shopping list makes its entrance.

IRI research shows that 64 percent of shoppers are now making a shopping list prior to visiting the store. Many of these lists are created through looking at coupons and flyers. This finding could represent a great opportunity for at-retail merchandising and marketing companies. Consumers who put an item, supported by a cents-off coupon or a special deal, on the list are going to expect to find the product easily and are going to expect it to be in-stock. Failure to do so could quickly turn the shopper to put a new brand or different store on their list.

Savvy CPG retailers and manufactures can look to NARMS members to carry out a variety of at-retail marketing support activities to match the changing trends. They can also look to our in-store experts to help measure retail marketing effectiveness at the point of sale. Brand Marketers are now changing their marketing strategies and tactics to match this new consumer behavior. They will be happy to know that the members of NARMS are perfectly positioned to support these efforts.