Even the Best Retail Environments won’t sway Shoppers on a mission.

The purpose and type of shopping trip play a key role in determining where shoppers go, what influences their purchases and what they buy. This is one of the latest findings compiled from the BIGresearch and MARS Advertising semi-annual Shopper Mindset Survey. The survey of over 5,500 customers is a collaborative consumer shopping insight service from MARS and BIGresearch.

The study compared two groups of shoppers: those shopping to relax and get away from the house, and those shopping to buy items requested by a family member. Retailers should note that almost 44% of relaxed shoppers reported that browsing up and down every aisles influenced purchase behavior versus 32% of hurried shoppers with a list and no time to browse.

“Shopper data shows that relaxed, self-directed shoppers were willing to visit more stores, tended to buy items that are geared toward personal enjoyment and are influenced most by in-store activities versus the more “harried, on-a-mission” shoppers who are rushing to pick up a few items for the family on their way home from work,” said Anne Howe, SVP, Market Intelligence of MARS. “One group is shopping because they want to, the other is shopping because they have to. A retailer’s experience marketing efforts can certainly enhance purchase behavior in one set of shoppers, but it can’t guarantee they’ll spend more time—or money—there, especially if the purpose of their trip is to get in and get out,” said Howe.

An interesting note that emerged from this survey is that drug stores did not register highly with family directed shoppers who were on a one-bag trip or were after something in particular. “Since price and convenience continue to be the key drivers of store choice among these shoppers, this channel is notable by its absence. The fact that it didn’t register well could spell good news for grocery and discount retailers, and in particular, manufacturer’s of key household products,” said Howe.

Another key difference between the two groups is that purposeful shoppers are more likely to plan their shopping trips and use lists, while relaxed shoppers are open to just about anything. The media that influence their purchasing decisions reflect that difference. “Relaxed shoppers were more influenced by direct mail, billboards, Internet and e-mail advertising as well as in-store activity and promotions,” said Joe Pilotta, VP Research of BIGresearch. “Purposeful shoppers who plan their trips relied more on newspaper, newspaper inserts, broadcast and, surprisingly, radio. These findings represent a tremendous opportunity for retail marketers to dig deeper into what motivates purchases by type of trip shoppers are taking,” said Pilotta.

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