And, given that a lapse of considerable time may elapse since the consumer sees the announcement on TV until he goes to the store, at the point of sale promotions are an alternative more important than ever. Responsible for the study analysed a large number of buying decisions to see to what extent planned in advance. For example, the consumer who decides to buy a brand name chocolate concrete and makes it, POPAI survey called this action purchase planned in a specific way that planned acquisition of the product and its brand. Such decisions are taken before going to the facility and constitute 30% of the total of the purchase decisions.
The action of buying white chocolate and choose the brand in the establishment is known as decision scheduled generic and sum 8% of decisions. Substitute purchases relate to those in which the consumer has thought of acquiring a particular brand but just buy another; they represent only 1% of the total. Finally, unplanned purchases, those where the consumer had not planned to buy chocolate, but takes a particular brand chocolate, make up 61%. Therefore, if we add the substitute and the unplanned purchases planned generically, the result reaches 70% of purchase decisions in the establishment. With that, the opportunity to influence the decision of the customer through advertising at the point of sale is clear.There are still ways to improve these results in the way of communicating messages; According to other data provided by the global Association of POPAI marketing reveals the dynamic displays (digital signage) to increase sales by 83%, while the static do so at 39% and we see how this has been applying to large department stores and malls, thereby reaching those cities of the future which we saw only in fiction films.