The 70% Opportunity: Capitalizing on Point of Purchase Decisions Through Route to Shopper® Implementation

One of the most powerful insights in consumer goods marketing is that approximately 70-80% of purchase decisions happen at the point of purchase. Despite this knowledge, many organizations continue to overinvest in pre-store marketing while underinvesting in the capabilities that influence these critical decision moments. The Route to Shopper® Framework provides a systematic approach to capitalizing on this massive opportunity.

The Point of Purchase Reality

Research consistently confirms the outsized influence of the point of purchase on shopper decisions:

• 70-80% of purchase decisions are made in-store or on digital commerce platforms
• 60% of purchases are unplanned or influenced by in-store factors
• 40% of shoppers switch brands at the shelf compared to their pre-shop intentions
• 30% of category purchases come from shoppers who hadn’t planned to buy the category at all

These statistics represent both a challenge and an opportunity. Organizations that develop superior capabilities to influence these decision moments gain significant competitive advantage.

The Route to Shopper® Approach

The Route to Shopper® Framework addresses this opportunity through dedicated capabilities that optimize the point of purchase experience:

For brand owners:

• U2: Understanding the Role of Point of Purchase (PoP) Drivers creates the foundational knowledge of decision factors
• U4: Perfect Store Principles establishes standards for optimal product presentation
• I3: Trade Promotions Management creates systematic approaches to promotional execution
• U1: Category Management develops strategic approaches to product organization and presentation
• D2: Advanced Category Management elevates these approaches with greater analytical sophistication

For retailers:

• P-HO2: Planogram Development & Standards engineers optimal product presentation
• P-SL2: Planogram Execution ensures consistent implementation
• P-HO3: Visual Merchandising Strategy crafts the aesthetic language that creates emotional connection
• P-SL3: Visual Merchandising Execution brings this strategy to life
• P-HO5: In-Store Communication Architecture designs information systems that guide and influence

These interconnected capabilities create a comprehensive system for point of purchase excellence.

The Decision Influence Framework

The Route to Shopper® methodology establishes a structured approach to influencing point of purchase decisions through five key dimensions:

1. Visibility Optimization Creating physical and digital prominence that ensures products enter the shopper’s consideration set through systematic approaches to location, space allocation, fixture design, and search placement.
2. Information Architecture Developing clear, compelling product information systems that guide decision-making through structured approaches to packaging communication, shelf signage, digital content, and guided selling.
3. Value Communication Establishing clear price-value relationships that support purchase decisions through effective price presentation, promotional messaging, comparison frameworks, and value storytelling.
4. Emotional Engagement Creating sensory and psychological connections that enhance desire through environmental design, product presentation, brand storytelling, and experiential elements.
5. Friction Reduction Eliminating barriers that might prevent purchase through simplified choice architecture, clear navigation, efficient checkout processes, and enhanced service availability.

The Implementation System

Beyond conceptual frameworks, the Route to Shopper® approach establishes systematic implementation methodologies that ensure consistent execution:

• Standards Development – Creating clear specifications for point of purchase excellence
• Execution Systems – Developing processes that ensure consistent implementation
• Verification Protocols – Establishing methodologies for confirming compliance
• Performance Measurement – Building metrics that track influence effectiveness
• Continuous Optimization – Creating feedback loops that drive ongoing improvement

This disciplined approach transforms point of purchase influence from an art to a science.

The Commercial Impact

Organizations that effectively implement the Route to Shopper® approach to point of purchase influence achieve significant commercial outcomes:

• Increased conversion of shoppers to buyers
• Enhanced category penetration through unplanned purchases
• Improved trading up to premium options
• Expanded basket size through complementary purchases
• Strengthened loyalty through superior shopping experiences

These outcomes directly impact the fundamental growth drivers: shopper base expansion, basket size improvement, and purchase frequency enhancement.

Capitalizing on Your Opportunity

For commercial leaders seeking to capture the 70% opportunity, the Route to Shopper® Framework provides a structured approach:

• Assess your current point of purchase influence capabilities
• Identify critical gaps in your decision influence system
• Prioritize capability development that addresses key decision factors
• Implement improved standards and execution methodologies
• Build measurement systems that track point of purchase effectiveness

By systematically developing these capabilities, organizations can transform the point of purchase from a vulnerability to a powerful competitive advantage.

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