Improving in-store marketing: Insights from POPAI Asia Conference 2013

This event report discusses how consumers make decisions in retail stores. Duracell, Procter & Gamble's battery brand, has found that over 80% of purchases are unplanned, meaning it needs to get "in the face" of shoppers, show them what they can buy, and at what price.

Improving in-store marketing: Insights from POPAI Asia Conference 2013

Low Lai Chow

For all the challenges associated with the rise of digital media and ecommerce, the bricks and mortar channel remains the "biggest medium today", Stassi Anastassov, president of Duracell – Procter & Gamble's battery brand – reminded delegates at the POPAI Asia Conference 2013.

"Seventy-six percent of decisions are made at store level," he continued. Moreover, an overwhelming majority of battery purchases are unplanned and occur in physical retail outlets. "Frankly, I think only 15% of the business from Duracell is sold off-shelf," said Anastassov.

This has profound implications...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands