Design sways US shoppers

Designers of point-of-sale material are “the key people” responsible for the rise in the medium’s influence over shoppers, according to international body the Point of Purchase Advertising Institute (POPAI).

Research from POPAI’s US arm reveals that unplanned purchases now make up 70 per cent of supermarket purchases by shoppers in the US, swayed by point-of-purchase presentation and advertising.

“This reflects credit on designers, especially those with 3D skills,” says a POPAI spokesman.