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Home is where the decision is… just not the intent.

According to a new survey, consumers usually decide on purchases in a place close to their hearts.

While digging into “Home is at the Heart of Commerce Marketing”, a survey of 3,250 consumers from Murphy Research, the results found that 88% of purchase decisions are made or discussed in the home Interestingly this includes 82% of retail purchases and 94% of automotive purchases.

The survey also revealed that 89% of key purchase decisions are pre-planned and discussed with others. Of course, spouses have the greatest influence on purchase decisions, with 73% of respondents agreeing.

The survey also analyzed how direct mail affects consumer purchase decisions. Notable findings include:

  • 76% of shoppers discuss relevant mail from a brand or retailer they have purchased from in the past.
  • 61% of recipients find direct mail influenced their purchase decision.
  • Direct mail can drive consumer consideration and engagement: 75% of direct mail shoppers talked about the product after purchasing, while 22% liked or followed the brand or retailer on social media.

This research demonstrates the importance of direct mail and other forms of offline advertising in a shopper’s path to purchase. This, however, creates a dilemma. With the central role of the home in decision making, coupled with 90% of intent data available through online activity and locations and 90% of purchases occurring offline, how do marketers respond?

We believe campaigns must align digital and traditional marketing strategies — including direct mail — to maximize ROI and drive conversions across every purchase channel. Modern data usage is key to this process. We believe we can help with this activity, so if interested please reach us here