I thought the percentage was much higher. I had heard and used a number like 70%. Of interest also is that this study is global.
From Progressive Grocer. Also makes a case for (FMOT) first moment of truth in-store merchandising, but does it mean less?:
" ... 30 percent of shoppers around the world wait until they're actually in the store to decide which brand they'll buy, according to a new global study released by the Ogilvy Group.
The study was based on more than 14,000 shopper interviews conducted in 700 retail outlets across 24 markets worldwide, said Ogilvy. It spanned five retail channels across six product categories, to examine how shopper decisions differ across channels, product categories, and brands; and also how those decisions vary by nation and shopper profile ... "
I thought the percentage was much higher. I had heard and used a number like 70%. Of interest also is that this study is global. From Progressive Grocer. Also makes a case for (FMOT) first moment of truth in-store merchandising, but does it mean less?:
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