Did you know that in the alcohol and spirits category, 40 percent of U.S. consumers who buy alcoholic beverages haven’t decided what they’re going to purchase when they walk into the store? Twenty-one percent end up changing their mind in store, and 50% of those who changed their mind ultimately bought a different brand than originally intended. Simply guessing on which new signage concept will impact buying decisions, or relying on historical data, runs the risk of falling flat with those impressionable shoppers. Read full document