Is The 70% Rule True?

It has long been stated that “70% of purchase decisions are made in the store.” This “70% Rule” has consistently been advanced by those seeking to profit from the sale of all manner of in-store marketing device - from POP to signage - as justification for these expenditures. Thinking more about this caused me to embark on a journey to trace the accuracy of the “70% Rule,” and the implications for in-store digital signage.