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Almost all purchase decisions (88%) are still made or discussed at home before the purchase is made, according to a study from digital-to-direct mail marketing platform provider PebblePost. This article is copyright 2019 The Best Customer Guide.

The study, entitled 'Home is at the Heart of Commerce Marketing,' commissioned with Murphy Research, examined how direct mail influences shopper behavior, and validates the important role of the home in driving brand engagement, and reveals that the majority of purchase decisions are pre-planned and made at home with other members of the household.

Retail, automotive, and financial purchases that require higher levels of consideration almost universally involve the home.

  • Retail: 82%
  • Automotive: 94%
  • Financial services: 91%

The study found that 89% of key purchase decisions are pre-planned and discussed with others:

  • Spouses have the greatest influence on purchase decisions
    73% of consumers agree that their spouse is influential in purchase decisions.
  • 76% of shoppers discuss relevant mail from a brand or retailer they have purchased from in the past.
  • Conversely, 68% of shoppers immediately toss direct mail received from a brand they haven't heard of.
  • 61% of recipients find direct mail influenced their purchase decision.

Direct mail was also found to drive consideration and engagement: Some 75% of direct mail shoppers talked about the product after purchasing, while 22% liked or followed the brand or retailer on social media.

"Today's research demonstrates the importance of direct mail in a shopper's path to purchase, with nearly 90% of buying decisions made at home," said Lewis Gersh, CEO, PebblePost. "The central role of the home, coupled with 90% of intent data available online and 90% of purchases occurring offline, means that marketers must align digital and traditional marketing strategies - including direct mail - to maximize ROI and drive conversions across every purchase channel."