Point-of-Purchase Decision Activity is Changing
September 6, 2011
POP interactions through mobile devices have become a more powerful touch point. Many rural lifestylers hold off their final purchase decisions until they are in the store or on an e-commerce site. Up to 40 percent change their minds because of something they see, learn or do at this point.1 When another brand enters as an option, the time needed for the consideration and evaluation steps of the purchase process is greatly condensed due to the ability to research on mobile devices in store.
When it comes to technology adoption, rural lifestylers are general consumers with the same purchasing behaviors. And along with the rest of the population, they too have a growing addiction to smartphones. With 33 percent of American households now owning a smartphone, there is more opportunity to deliver unique content, without being in front of a computer.2 Facebook becomes a quick resource for opinions of influencers before a purchase decision is made.
1David Court, Dave Elzinga, Susan Mulder and Ole Jorgen Vetvik. “The Consumer Decision Journey.” McKinsey Quarterly. Marketing and Sales Practices (June 2009)
2Deloitte’s fifth edition State of the Media Democracy survey was conducted from September 10 to October 8, 2010. The online survey polled nearly 2,000 U.S. consumers age 14-75.