1. POPAI 2014 Mass Merchant Member Report
© 2014 POPAI.  All rights reserved.
Confidential unpublished property of POPAI.   Use and distribution limited solely to authorized users.  The use, disclosure, reproduction, modification, transfer, or transmittal of this work for any other purpose by any means without written permission of POPAI is strictly prohibited.

2. Methodology Entry Interviews/Pre-Shop
2,991 shoppers ages 18 years or older were screened for living in a household without members in the advertising, market research, grocery or mass merchandising industries.
Interview included questions about planned category and brand purchases which were documented from shopping lists or shopper recall. General shopping information was captured as well.
Shoppers were asked to return at the conclusion of their shopping trip for a follow-up exit interview with a team member.
Exit Interviews/Post-Shop
Post-shopping exit interviews probed on items purchased and gathered shopper perceptions of the store’s shopability and attitudes towards the shopping experience.
Register receipts were scanned in order to capture and code all purchase information down to the brand level. A comparison of reported pre-store planned items and actual purchases is at the core of this study. Over 21,000 purchases were recorded.
Demographic and profiling information were captured as well.
Eye-Tracking
A sub-set of 219 shoppers from the 2,955 who passed the screening criteria and agreed to wear eye-tracking headwear were directed to the eye-tracking team who set up each shopper prior to entering the store. Shoppers were asked to embark on their trip and shop the store as they normally would.

3. Display Audit
Prior to conducting the shopper intercept interviews, ethnographers logged and
audited every characteristic in each store
The purpose was to evaluate channel trends and the overall influence of displays
The audit also included a photo of each displays and was coded for the following:
DISPLAY TYPES: -END-CAP IN-LINE POWERWING/SIDEKICK FLOOR STAND DEMO DISPLAYS
LOCATION OF EACH DISPLAY:
END OF AISLE
Back-of-Store
Center-of-Store
Front-of-Store
IN-AISLE
RACETRACK
Side
PLACEMENT
Secondary
Primary
CHARACTERISTICS
Static
Integrated
Motion
Freestanding
Interactive

4. EYE TRACKING METHODOLOGY
To compliment the interview data, POPAI also used eye-tracking to provide additional
insight into the shopper journey
Eye tracking was done in 2 store for each Mass Merchant chain (total of 6 stores)
Objectives for eye tracking were:
Understand shopper behavior, in particular their reaction and interactions to/with
the displays in-store
Measure shopper behavior as shopper naturally shop
Observe and measure shopping behavior providing measurements at:
Shopper Path
Category/Shelf
Display Engagement
Integrate shopper behavior results with self-reported pre-and-post surveys

5. Shopper Trip Planning: List Type
Nearly half of all mass merchant shopper have some sort of a mental list, supporting the opportunity for visual in-store marketing cues to “remind” shoppers
34% of all mass shoppers enter the store with no list at all, a significant difference from grocery shoppers
Mental List
Written List
Digital List
No List
47% vs. 48%
15% vs. 36%
5% vs. 3%
34% vs. 13% A E
2012-Grocery
2014-Mass Merchant
Sig. differences noted using 95% confidence
A: Total Mass E: Grocery
PL3. What kind of shopping list did you prepare today?

6. Television Advertising Info received in mail/newspaper
Shopper Trip Planning: Pre-Store Media Use
Shoppers within the Mass Merchant channel do less pre-store planning and research than grocery shoppers suggesting there is more opportunity for in-store purchase decisions
Television Advertising
2% vs. 2%
Info received in mail/newspaper
18% vs. 23%
Info from any coupon
14% vs. 25%
2 for 1
Info via electronic sources
9% vs. 30%
Store circular/Print advertising
21% vs. 30%
None
62% vs. 55%
2012-Grocery
2014-Mass Merchant
PL4. Which of the following did you use to plan your shopping trip today?

7. Shopper Trip Planning: Category Planning
TOP SPECIFICALLY MASS MERCHANT PLANNED SUB-CATEGORIES:
Mass Merchant shoppers plan for a mix of both grocery and non-grocery items, however
the top three-planned sub-categories are within the grocery product mix
Insight: Brands within these categories may potentially have to try harder to win the
purchase conversion at the shelf as they are most planned product categories
Entrée Shelf Stable
75%
Fresh Fruit
74%
Fresh Vegetable
73%
2014-Mass Merchant
PP1. For the first planned product mentioned did the shopper purchase the:

8. Packaged Sweet Baked Goods
Shopper Trip Planning: Category Planning
TOP LEAST MASS MERCHANT PLANNED CATEGORIES:
A mix of both grocery and non-grocery items fall within the top least planned categories
in the Mass channel
Insight: Many of these categories are considered “non-essential” and are considered to
be “fun” categories which stress the importance of placing them on displays to call out
easily influenced shoppers
Packaged Sweet Baked Goods
83%
Magazines
97%
Energy Drinks
85%
2014-Mass Merchant
PP1. For the first planned product mentioned did the shopper purchase the:

9. Shopper Trip Planning: Trip Type
Prior to the shopping trip shoppers were asked to distinguish their shopping trip between the following trip types:
If there were there research products with no specific purchases planned: 12%
If there were at the store to pick up one or two specifically planned items: 58%
If there were at the store to pick up several items: 30%
Additionally shoppers were asked if they were planning to buy ANY groceries and to classify the trip
Stock Up
15% vs. 26%
Quick Trip
62% vs. NA
Fill-In
23% vs. 74%
2012-Grocery
2014-Mass Merchant
S6. Which one of the following statements best describes the primary purpose of your overall shopping trip today?
S7b. Which one of the following statements best describes the purpose of your GROCERY shopping trip today?

10. Average Basket Size For Mass Trips
Due to the nature of the Mass Merchant channel a variety of trips were accounted for
Notably even shoppers who had no intention to purchase any products emerge from
Mass stores with an average of at least 4 products
Here to browse or research products-no specific purchases planned 4 6 15
Here to pick up just one or two specifically planned items
Here to pick up several or many items that you planned to buy

11. Average Basket Size Grocery Shoppers
Overall Mass Merchant shoppers a larger basket size compared to their 2012 Grocery
counterparts
Fill-In Trips of more than just a few items that I need before my next stock-up
N/A
Quick trip to get a few items that I need now
Routine stock-up trip 11 19 17 10 24
Average Basket Size For Grocery Shoppers
2012-Grocery
2014-Mass Merchant

12. Trip Length & Accompanying Shoppers
The fact that mean spend more time in the grocery store than mass retailers is likely not due to the greater difficult in the store, as both men and women give significantly higher ease of shopping scores to grocery store categories. Rather, the greater amount of time is probably due to the greater number of purchases made in grocery.
Sig. differences noted using 95% confidence
A: Mass; E: Grocery
OB2. Ethnographer: Indicate Shoppers Gender
OB3. Is the shopper alone or accompanied by others? ((Single Select))
OB4/5. Ethnographer, please indicate the gender/age range of the persons accompanying the shopper.
CS6.1. How easy or difficult was it for you to shop the <<CS1a>> section?

13. In-Store Decision Rate
The In-Store Decision Rate for the Mass Merchant Channel is 82%
Although the in-store decision rate continues to climb to a high of 82% the difference in
channel should be accounted for the difference. Since mass merchant shoppers spend less
time conducting pre-store research and frequently walk in without a list it is not surprising the
in-store rate is so high
66%
70%
76%
82%
In-Store Decision Rate

14. In-Store Decision Rate: Gender
Implication: Although the gender gap is not large, women are more likely than men to make some or all of their purchase decision in the Mass Merchant Store
2014 Mass Merchant
24%
76%
2012 Grocery
71%
29%
82%
18%
72%
28%
2014 Planned Purchase
2014-In-Store Decision
2012-In-Store Decision
2012 Planned Purchase
Sig. differences noted using 95% confidence
A: Male; B: Female
PP1. For the first planned product mentioned did the shopper purchase the:

15. In-Store Decision Rate: Age
Although there is not a strong correlation between age in the Mass Merchant channel, a strong correlation
exists with in-store decision rates declining with age in the 2012 Grocery data
This should be kept in mind when promoting and display products for older adults
In-Store
Planned

16. 2014 Top 10 Brand Mentions and Conversion
Brand Conversion
Despite the large variety of product choice shoppers have in the store many of today’s brands
received over 50% for in-store conversion
However the absence of full conversion suggests the power of in-store marketing and the importance
of placing products on display in the store to motivate easily swayed shoppers
2014 Top 10 Brand Mentions and Conversion
BRAND
COMPLETED PURCHASE
Kraft
90%
Pepsi
76%
Kellogg’s
85%
Dove
71%
Purina
Pampers
68%
Colgate
78%
Tide
67%
Charmin
77%
Coca-Cola
65%

17. Shopper Segments: The Formation
Shoppers are clustered into segments to understand the attributes and characteristics that are most
important as they decide where to shop through the following steps:
Shoppers were asked to rate their level of agreement with a broad set of lifestyle and shopping
characteristics on a five-point scale
Factor analysis was used to create shopper groups based on these lifestyle and shopping statements
These factor groupings form the basis of the creation of shopper segments, which can be analyzed
for shopping behavior patterns, price sensitivity, retailer preferences, retailer loyalty, demographic
differences, and opportunities for conversion
The factor analysis yielded four unique segments, each defined by their purchase drivers
These segments have unique attitudes and behaviors as they relate to their shopping patterns and
retailer selection

18. Shopper Segments: Breakout
TIME STRESSED
29% vs. 27%
Average Basket: $54
83% In-Store Decision Rate
Describe themselves as easily tempted
EXPLORER
23% vs. 23%
Average Basket: $44
82% In-Store Decision Rate
Describe themselves as impulsive
TRIP PLANNER
22% vs. 24%
Average Basket: $48
81% In-Store Decision Rate
Describe themselves as controlled and restrained
BARGAIN HUNTER
26% vs. 26%
Average Basket: $39
81% In-Store Decision Rate
Describe themselves as controlled and planner
2012-Grocery
2014-Mass Merchant

19. Display Placement Location of Display
Compared to the 2012 study, one immediate difference can be seen in the placement of displays
In 2012 over half of all displays were found in secondary locations, however in the 2014 study an
overwhelming amount are placed in the primary aisle
Location of Display

20. Location In-Store of Display
Display Placement
Similar to the 2012 Grocery study, displays placed at the end of aisle remain popular with
almost half of all 2014 Mass Merchant displays
Location In-Store of Display

21. Type of Display Display Type 2012 Grocery 2014 Mass End Cap 31% 77%
The 2012 Study found that Floor stands were favored more than any other type of display,
however in the 2014 Mass Merchant study it was seen that end caps are overwhelming used by
brands
Display Type
2012 Grocery
2014 Mass
End Cap
31%
77%
In-Line
13%
10%
Powerwing/Sidekick 2% 6%
Floor Stand
52% 4%
Demo Display
N/A 3%
In-Store Media

22. Top Display Lift Categories
Display Lift Index
The average display lift for the Mass Merchant Channel is 1.5
Battery
17.4
Makeup
14.7
Toothpaste
7.1
Candy
4.1
Top Display Lift Categories

23. Demographics: Household Income
The annual household income has decreased from the 2012 Grocery sample
Within the Mass Merchant Channel 70% have a household income of $35,000 or
more compared to 75% in 2012
Household Income

24. Demographic: Education Level
A shift in the education profile of shoppers can be seen with 49% of Mass Merchant
shoppers holding a college degree or higher, compared to the 54% in 2012
Education Level

25. Demographic: Employment
The full-time workforce has increased from 50% in 2012 to 54% in 2014
Employment

26. Demographic: Ethnicity
The 2014 sample is more ethnically diverse than the 1995 and 2012 study, with
65% White/Caucasian compared to 75% in 2012 and 85% in 1995