Most shoppers make impulse purchases
A study looking at consumer shopping behavior found that nine out of ten shoppers purchase something not on their intended list, according to The Integer Group and M/A/R/C Research.
Among shoppers who purchase off-list items, 66% say the reason was a sale or promotion, 30% say they found a coupon, and 23% say they simply wanted to pamper themselves, The Checkout study found.
"Our data shows that 6% of off-list shoppers purchase an additional 1-3 items," said Craig Elston, senior VP, Integer. "This shows that if you reach a particular shopper at the right moment with the right message — for example, using in-store signage to play into their desire to pamper themselves— it can end with that item being added to their basket."
When it comes to list-making, 61% of shoppers are influenced primarily by the brand of product they currently use, 57% report that coupons influence their list, and 56% are swayed by store ads or circulars. However, when shoppers are making lists, they typically do not write down brand names of a product, they write the product type. This means that although they may have their brand of choice in mind, there are factors that can influence a shopper to select one brand of a product over the other, telling marketers they need not worry that a shopping list excludes certain brands or creates a barrier to purchase.
Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer’s blog www.ShopperCulture.com.
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Tile manufacturer receives new green certification
Crossville, Interceramic and Metropolitan Ceramics, three tile products manufactured by Ironrock, are the first three products to receive the new “Green Squared” certification under the auspices of the Scientific Certification Systems (SCS).
Green Squared is the flooring industry’s first sustainability standard for tile and tile installation materials. Developed by the Tile Council of North America (TCNA) under the American National Standards Institute (ANSI) process, the sustainability standard recognizes manufacturers for their environmental leadership and corporate social responsibility across a broad range of indicators. Scientific Certification Systems is among the first third-party certifiers accredited by TCNA to conduct evaluations under this standard.
Products eligible to achieve Green Squared certification include ceramic and glass tiles, grouts, mortars, backer boards, underlayments and waterproof membranes. The standard addresses environmental product characteristics, product manufacturing, end-of-life management, corporate governance and innovation.
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Lowe’s plans to raise nearly $2 billon from debt sale
Lowe’s has announced an agreement to sell $500 million of 1.625% notes due 2017, $750 million of 3.12% notes due 2022 and $750 million of 4.65% notes due 2042. Estimated net proceeds from this offering will be approximately $1.982 billion, after deducting offering expenses and underwriters’ discounts.
The net proceeds from the sale offering will be used for general corporate purposes, which may include repurchases of shares of common stock, capital expenditures, acquisitions and working capital needs, according to the retailer. Closing is expected to occur on April 23, 2012.
Wells Fargo Securities, Goldman, Sachs & Co., and US Bancorp Investments are acting as joint book-running managers for the notes offering.
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