More research on 70%

Indeed there is another interesting research study that appears to refute the 70% figure.

The Kelley School of Business is undertaking a comprehensive study of Retail Shoppability or ‘The ability of the retail environment to translate consumer demand into purchase.’

They have found that:

- Shoppers reported buying 86% of the items they planned to purchase

- In addition, they reported making 17% unplanned purchases

This was generally true across a variety of shopping trips from ‘picking up a few items for a meal’ to ‘buying routine items for the next few days.’