What’s the most important factor a store can do to convince customers to buy a product/servie? Focus your marketing techniques – target your customer communication according to age, income, ethnicity and other various factors. Knowing your customer is a MUST! POPAI Research Director, Madeline Baumgartner, presented an intriguing comparative study for a multitude of target groups. How do you decide to buy? When do you decide to buy? Where do you decide to buy? etc. These factors change drastically depending on the demographic - Baby Boomers, Milenial Shoppers, Hispanics, Male, Female, and many other identified groups, for the most part have their own spending habits. Although each group is different one main statistic remained consistent – older groups generally make their purchases off shelves, where as younger groups are more open to alternative POP methods. Although most demographic groups have their differences - all groups share a rate of 79% in-store decision making when considering a purchase. In-store navigation also remains very important to ALL groups during the purchasing process.