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Report: In-store ads sway planned purchase decisions

Adweek: More shoppers are making lists before they reach a store, though they continue to make brand-purchase decisions inside. Miller Zell, an Atlanta-based retail consultancy, polled 999 consumers online in March. All were polled shortly after making shopping trips. The results were compiled in a report titled, “Gone in 2.3 Seconds: Capturing Shoppers With Effective In-Store Triggers.”The report found that digital signage has gained traction in influencing planned purchases — though not unplanned purchases — and that Internet ads have little impact on either planned or unplanned purchases.

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