Seductive packaging fuels more impulse buying than ever as shoppers throw caution – and their shopping lists – to the wind
23:03 GMT, 7 June 2012
23:05 GMT, 7 June 2012
Despite the costly dangers of impulse shopping, consumers are increasingly making their purchase decisions in-store.
According to the 2012 Shopper Engagement Study, shoppers are basing a whopping 76per cent of their choices on attractive packaging and appearance.
Results revealed that even those who go shopping with the intention of sticking to a list cannot resist the temptation of good branding.
It's all about the packaging: Shoppers are increasingly looking to branding and in-store marketing as their cues for what to buy (STOCK IMAGE)
The Point of Purchase Advertising
International (POPAI) interviewed 2,400 store visitors before and after
they entered a supermarket and calculated the rate by comparing the
anticipated purchases and the actual items bought.
Richard Winter, president of POPAI told MSNBC: 'What you find is that people will tell you they plan to do one thing, but their actual behavior will be quite different.'
The findings showed that with such an abundance of choice, from organic to premium to private labels, shoppers look to a brand's marketing as a cue of what to buy.
If brands are do not take advantage of in-store marketing opportunities, the study found, the shopper will simply buy another product of the same description that is better displayed.
But consumers beware, said Brian Wansink, as buying on such a whim can be costly.
'If you're making impulse purchases, it's likely you will spend more than you planned,' the director of the Food and Brand Lab at Cornell University said.
Another sure way to spend over budget is to pay with plastic instead of cash, claims Gerri Detweiler, a personal finance expert with Credit.com.
'I think there's something about having to shell out cold, hard cash that makes you more cautious about how you spend,' she suggested.
Which is exactly what the survey found as the interviewees who took credit cards to the store were more susceptible to the temptations of the impulse buys they hadn't planned on putting in their baskets.
No matter how the participants footed the bill at the end, however, 57per cent still spent more than they had originally anticipated.
You know what to do next time you go shopping then.