Thursday, March 5, 2009

Bad Reporting

This article from Ad Age is bouncing around. The headline "Trouble in Store for Shopper Marketing?" is really misleading.

Firstly, "shopper marketing" does not just refer to "in store marketing" or POP. Secondly, even it it were, the fact that impulse purchasing is declining does not make it less important, it probably makes it more important. And certainly the fact that people are putting more thought into their purchase decision does.

But the biggest mistake is the notion that the economy is having dramatic impact on the fundamental nature of consumer decision-making. Unless it is overturning the result of evolution on the human brain over the last million or so years.

1 comment:

Brian said...

Not so much bad reporting, as bad interpretation by the company that did the research. To quote the president of the company:

"The rise in at-home decisions "demands an immediate rethinking of marketing and merchandising strategies," said Thom Blischok, president-consulting and innovation at IRI. "The role of in-store displays are still important, but not in absence of quality messaging on flyers and coupons."

AN IMMEDIATE RETHINK? I highly doubt it. There's a quote below this one in the article from WPP, which I agree with, that purchasing may be more "considered", and that's about all that can be said. Whether that consideration occurs at home, or in the store was not disclosed in the article.