Shopper Marketing - September 2016 - 200


INDUSTRY REPORT
explains Ethan Decker, vice
president of insight and strategy at The Integer Group. "For
a variety of reasons, shoppers
perceive unplanned purchases
to be less impulsive and more
thoughtful online."
Part of the explanation has
to do with the nature of the
internet medium. The study
participants often described
having an emotional detachJack Link's views its online
presence as an "extended
ment from the product when
shelf" opportunity. "You
shopping online, as well as
have to have a continuous
merchandising vision
associating the practice with
from online to in-store,"
a relaxed shopping environsays Esteban Gamboa,
the brand's national sales
ment. "To be able to sit on
director of e-commerce.
my couch in my pajamas and
Online shoppers tend to
look for atypical pack sizes
drink tea and get the items the
and flavors like jalapeƱo or
next day is a luxury," said one
Korean BBQ, he notes.
shopper. This mindset facilitates more thoughtful and intentional shopping, which can
minimize the feeling of impulsivity. "The online environment is ripe for impulsivity. We can go through all
kinds of interim steps that allow us to rationalize our
purchase behavior," observes Elston.
For example, 56% of online shoppers do an inventory
check before completing their purchases and 31% add
items to their cart with the intent of purchasing them at
a later time. Furthermore, shoppers often expect to encounter serendipitous moments online. One-third of respondents said they wanted curated content and nearly
as many (31%) sought inspiration when shopping online.
All of which leads online shoppers to experience less
of the guilt or buyer's remorse that often accompanies

an impulse purchase in a retail store. This conclusion
was supported by data that revealed online shopping
to be an overwhelmingly positive experience. When
participants were asked to describe how they typically
feel when shopping online, the top five responses were
"happy" (45%), "excited" (22%), "focused" (22%), "smart"
(18%), and "competent" (17%).

THE IMPORTANCE OF CONTEXT
Context is a critical driver of online shopping behavior, including the decision to make impulse purchases.
In general, online grocery shoppers are motivated by
many of the same factors that attract all shoppers to

Q: "The last few times I purchased something online
that I hadn't planned to, it was because ..."

32%

29%

29%

29%

28%

... an item was recommended
based on previous purchases.

... I realized I am running
out of something.

... I just liked it and
had to have it.

... I noticed something
on sale.

... I needed additional things
for free shipping.

Source: Integer's Unplanned Purchases in Online Grocery Shopping Study

4



Table of Contents for the Digital Edition of Shopper Marketing - September 2016

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
Shopper Marketing - September 2016 - 58
Shopper Marketing - September 2016 - 59
Shopper Marketing - September 2016 - 60
Shopper Marketing - September 2016 - 61
Shopper Marketing - September 2016 - 62
Shopper Marketing - September 2016 - 63
Shopper Marketing - September 2016 - 64
Shopper Marketing - September 2016 - 65
Shopper Marketing - September 2016 - 66
Shopper Marketing - September 2016 - 67
Shopper Marketing - September 2016 - 68
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Shopper Marketing - September 2016 - 70
Shopper Marketing - September 2016 - 71
Shopper Marketing - September 2016 - 72
Shopper Marketing - September 2016 - 73
Shopper Marketing - September 2016 - 74
Shopper Marketing - September 2016 - 75
Shopper Marketing - September 2016 - 76
Shopper Marketing - September 2016 - 77
Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
Shopper Marketing - September 2016 - 82
Shopper Marketing - September 2016 - 83
Shopper Marketing - September 2016 - 84
Shopper Marketing - September 2016 - 85
Shopper Marketing - September 2016 - 86
Shopper Marketing - September 2016 - 87
Shopper Marketing - September 2016 - 88
Shopper Marketing - September 2016 - 89
Shopper Marketing - September 2016 - 90
Shopper Marketing - September 2016 - 91
Shopper Marketing - September 2016 - 92
Shopper Marketing - September 2016 - 93
Shopper Marketing - September 2016 - 94
Shopper Marketing - September 2016 - 95
Shopper Marketing - September 2016 - 96
Shopper Marketing - September 2016 - 97
Shopper Marketing - September 2016 - 98
Shopper Marketing - September 2016 - 99
Shopper Marketing - September 2016 - 100
Shopper Marketing - September 2016 - 101
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Shopper Marketing - September 2016 - 103
Shopper Marketing - September 2016 - 104
Shopper Marketing - September 2016 - 105
Shopper Marketing - September 2016 - 106
Shopper Marketing - September 2016 - 107
Shopper Marketing - September 2016 - 108
Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
Shopper Marketing - September 2016 - 142
Shopper Marketing - September 2016 - 143
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Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
Shopper Marketing - September 2016 - 153
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Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
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Shopper Marketing - September 2016 - 165
Shopper Marketing - September 2016 - 166
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
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Shopper Marketing - September 2016 - 207
Shopper Marketing - September 2016 - 208
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