1) Shoppers have difficulty making decisions:
More choices = a challenge making a selection.

2) Shoppers want to feel smart when deciding:
They want to make a wise, educated decision.

3) Shoppers have a limited ability to process too much information:
The human mind can only process 5-7 pieces of information, but there are thousands of stimuli in-store.

4) Shoppers use memory to give meaning to objects:
They need stimuli to access their memory.

5) Shoppers need consistent messages in and out of store:
These messages help them make the transition from consumers to shoppers.

6) Discontinuity creates triggers to attract shoppers’ attention:
The human mind ignores what it knows, focuses on the differences.

7) Shoppers recognize visual stimuli most easily:
Shoppers can process visual information much more easily than words.

8) Shoppers use familiar segments to speed up their selection process:
Shoppers first sort through what is not relevant, then review what remains.

9) Shoppers possess tunnel vision:
Shoppers have tunnel vision when viewing aisle fixtures at eye level.

10) Shoppers constantly need to reminded of the items they need:
It’s imperative to create in-store solution centers.

Source:
“10 Shopper Insights that You Must Know and Dos & Don’ts”
Ken Zhang, Zdology
Javier Calvar, Research International, China