The Science of Retailing: Eighty Percent of Shopper Time Is Wasted

May 12, 2009

📄 Contents

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Three Shoppers: Quick Trip, Fill-In, and Stock-Up
Rise of the Small Store
Perils of Promotion
The Big Head and Long Tail
Heads You Win
The Communal Pantry
Layered Merchandising
The Right Paths for the Right Shoppers
Purchase Modes and Selection Paradigm
Spending Faster
Conclusion: Dual Chaos

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This chapter is from the book 

Inside the Mind of the Shopper: The Science of Retailing

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Purchase Modes and Selection Paradigm

We also need to recognize that shoppers can be in different purchase modes, and this leads to different selection paradigms. First, the modes can be planned or opportunistic. Some purchases are carefully decided based on shopping lists, research, or careful planning. Others are opportunistic, responding to chance meetings with products in the store.

At the moment of purchase, there are also different types of decision making. Some decisions such as repeat purchases are instinctual, not involving the conscious mind. For these, presenting the shopper with the 100 or so SKUs is the most important factor. Other purchases are decisional, through evaluation and selection, so the use of shopping lists or reminders to buy can help to trigger a decision.

There are also two ways that shoppers view purchases within their trips. The first is that the purchase is mostly not pleasurable or fun, but strictly a chore and should be completed as quickly as possible. The second is a hedonic view, where the purchase is pleasurable, and they might enjoy a leisurely purchasing experience for the item.

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