Customers decide about the brand in-store

Customers continue to make brand purchase decisions in the store, so capturing shoppers inside is of major major importance – a new report from Miller Zell says.More shoppers are making lists before they reach a store, though they make their final brand-choices inside. Miller Zell, an Atlanta-based retail consultancy, polled 999 consumers online in March shortly after they made shopping trips. The results were compiled in a report titled, "Gone in 2.3 Seconds: Capturing Shoppers With Effective In-Store Triggers." The report found that digital signage has gained traction in influencing planned purchases–though not unplanned purchases. In addition, price-focused messaging is age sensitive. Baby boomers, for example, still prefer product-oriented messages (93 percent rated it very to extremely important) to price-point messages (86 percent).