The power of ISDR
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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.
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Analyse inédite explicitant comment la préférence à la marque influence majoritairement le comportement d'achat quelle que soit l'impact du point de vente dans la décision.
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The document discusses in-store decision-making research (ISDR) and how it relates to brand choice. It provides data from a national survey of people ages 18-54 on their last shopping trip across 40 fast-moving consumer goods categories. The data shows that on average, 73% of purchases were planned before entering the store, while 27% were not planned. Of the unplanned purchases, 44% resulted from brands seen in the store, while 9% were from brands not previously considered.
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【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
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留信网认证的作用:
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The power of ISDR
- 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