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Brands may spend billions on high-profile, big-budget TV ad campaigns, but the biggest battle is in-store, writes Nicola Clark

Any marketer worth their salt will have heard numerous times that 70% of purchasing decisions are made in-store – it is a well-worn marketing truism. Many, however, either don’t believe it, but do absolutely nothing about it.

Exclusive research from OgilvyAction, gleaned from 14,000 shopper interviews in 700 retail outlets across 24 territories, con-firms that purchasing decisions are not only still prim-arily made in store, but also that one in 10 shoppers leaves a product they plann-ed to buy on the shelf and walks away emp-ty-handed. Steve Harding, chief executive, Europe, at OgilvyAction, says that point-of-sale is ‘the ultimate moment of truth for brands today’, and that it is crucial that they understand exactly what drives shopper decisions.

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