Analyse inédite donnant expliquant le principe de l'In-Store Decision Rate, où l'impact que le point de vente peut avoir sur la décision d'achat ou non d'une marque, connue ou non, programmée ou non.

1. Ready to go shopping ?

2. The power of ISDR ?

3. Instore marketing : whoknows ? new logo ! International network (1936) Belgium : Popai Benelux Knowledge centre for ‘Marketing at-Retail’ Collect up-to-date information Make the medium ‘Instore’ measurable & plannable  marketresearch (surveys), courses & trainings, meetings & publications Independent association (membership) Pop suppliers, retailers, communication & consultancyagencies & brand manufacturers

4. The In-Store decision rate SPECIFICALLY PLANNED 36% (average FMCG) GENERALLY PLANNED In-Store decision rate (ISDR) % of purchaseswhere final decisionis made in the store SUBSTITUTE UNPLANNED Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009

5. Do all roads lead to the same purchase ?

6. The Iast shopping trip in Fact - (questions) PLANNED PURCHASES STEP 1 STEP 2 STEP 2.1 STEP 2.1.1 Types of productsboughtduring the last shopping trip Amongst the 40 FMCG categories Types of productsbought & plannedbefore the visit in store Brand chosen in advance & purchased brand Or Brand chosen in advance & other brand bought Or Brandchosen in store Brand chosen in store & usuallychosen for thatkind of purchase Or Brand chosen in store & not usuallychosen but attractive in store

7. The Iast shopping trip in Fact - (questions) UNPLANNED PURCHASES STEP 1 STEP 3 STEP 3.1 Types of productsboughtduring the last shopping trip Amongst the 40 FMCG categories Types of productsbought & not plannedbefore the visit in store Purchased brand isprobably the brand whichwouldbebought in case of plannedpurchase Or Purchased brand isprobably not the brand whichwouldbebought in case of plannedpurchase Or Don’t know

8. The last shopping trip in Fact - (plan) Planned brand + brand bought Planned brand + other brand bought Usual brand Other brand Usual brand Brand « before » Brand « in store » Other brand