After more than a year when online shopping was the lifeline of many US consumers, new GfK research affirms the continuing influence exerted by traditional in-store marketing tactics.
The latest findings from GfK’s FutureBuy® study show that in-store displays hold the strongest influence across 16 product categories measured.
The opinions of family, friends and colleagues ranked second, followed by information provided at store shelves. Online resources – general shopping websites and online shopper/user reviews – rounded out the top five influences.
The research shows that in-store displays and information at shelf are both significantly more influential with women and all consumers over age 50. The opinions of family, friends and colleagues were equally important for men and women, but hold diminishing influence as shoppers get older.
Sources of influence differ greatly by category, with in-store marketing proving strongest for FMCG products such as packaged food and beverages, household cleaners, and haircare products.
“While online shopping became essential during pandemic lockdowns, many consumers were reluctant to give up the in-store experience entirely,” said Joe Beier, EVP of GfK Consumer Insights. “This may be why, even after a year of growing dependence on web shopping, consumer still rely on in-store resources to make key decisions.”