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There is a figure that appears in virtually every article about POS: that between 70% and 82% of purchase decisions are made in-store. I have seen it quoted as 65%, 70%, 76%, 82% and 86%, sometimes on the same website. <\/p>
It is worth knowing where it comes from. Its source is POPAI\u2019s Shopper Engagement Study \u2014now Shop! Association\u2014, a US study whose most frequently cited edition dates from 2012, with a later update in 2014. In other words, it is data more than a decade old, measured in US supermarkets and applied without qualification to Spanish retail in 2026. <\/p>
I am not saying it is false. I am saying that a trade marketer defending a \u20ac200,000 budget to a finance director needs something better than a 2012 figure circulating in five different versions. <\/p>
That is where Spanish data comes in: it exists, and it is better.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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What the real Spanish data tells us<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
The OSA Barometer<\/strong>, led by AECOC in collaboration with NIQ, measures on-shelf product availability in Spain. In the first half of 2024, the OSA rate stood at 96%: out of every 100 occasions on which a shopper looked for a product, they found it 96 times. <\/p> <\/p>
That remaining 4% is where the lost revenue sits.<\/p>
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There is also a second figure from the same barometer that hardly anyone uses and which I find the most revealing of all: out-of-stock recovery speed.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
Spanish grocery retail resolves an out-of-stock 37% faster than French retail and 59% faster than US retail. It is an exceptionally agile supply chain. <\/p>
And what does this have to do with POS? Everything. It means the pace of Spanish retail is <\/strong>
faster than the graphic material being sent into it. <\/strong>If the shelf is replenished in 2.7 days and your display takes three weeks to replace when it breaks, the mismatch is not logistical: it is the supplier.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t