Home: the place where 86% of purchasing decisions are made
These studies show that housing is the cornerstone of the purchasing decision process. In fact, 86% of consumers make their decision when they are at home with their loved one. The result of this survey shows us that there is no better place to convince.
Its occupants have the necessary time to discuss with family or friends. They can then focus all their attention on one product or service to compare and narrow down their choice. Therefore, it is an essential playground for brands.
The impact of different touchpoints on decision-making in the home
In the purchase process, mail and digital are massively points of contact in the home, 95% to visit brand sites and 92% for print advertising. Home is not only the place where we bring ideas from outside, it is also the receptacle for news and concerns. The inspiration that feeds a purchase project (excluding mass consumption) comes, in order, in 45% from digital, 21% from exchanges and 13% from letters (addressed or not).
For brands, this means every touchpoint must be measured to target their consumers and drive purchase.
Thanks to a breakdown of 12 sectors, the study also allows advertisers to take into account the nuances of consumer behavior. A very operational approach for brands.
In this context, La Poste Solutions Business has decided to build on these solid foundations to position itself as an accelerator of the purchase decision with brands and offer a global range of home marketing solutions to provide new experiences to consumers and inspire their purchases. . These are the INH – Inside Home solutions, such as the Voice Catalog to place orders by voice from a catalog, the Sample Mailbox or the Increased Mail.
A second wave of the study, of the same magnitude, will take place in the fall of 2022 to enrich the data and evaluate the profiles of consumers or low-penetration touchpoints.
For more information, visit laposte.fr/entreprise-collectivites
This content was produced with LA POSTE SOLUTIONS BUSINESS. The BFMBUSINESS editorial team was not involved in the production of this content.
Source: BFM TV
