Press

A webcast on shopper marketing hosted by the STI Group highlights the mechanisms that drive purchasing decisions and how these can be strategically applied in point-of-sale (POS) and packaging marketing.

This topic was the focus of a webcast organized by Claudia Rivinius, Marketing Director at one of Germany’s leading packaging companies. Together with speakers Prof. Dr. Sebastian Oetzel and Andreas Luppold, selected scientifically grounded phenomena of consumer decision-making were explored, along with their relevance for the future of POS marketing.

In combination with innovative POS and packaging solutions, it became clear how these concepts can be implemented in practice. Participants received concrete ideas on how to effectively support purchasing decisions, as well as illustrative POS materials for designing more impactful retail environments.

Marketing professionals from various industries rated the webcast very positively. Participants were particularly impressed by the clear explanation of shopper phenomena and their practical application, which demonstrably leads to measurable success.

Claudia Rivinius, Marketing Director, STI Group

The Purchasing & Supply Chain Awards are a joint initiative of the associations ACA, ADRA, Club des Acheteurs IT, and X Achats & Supply Chain. Their aim is to recognize outstanding professional literature in the field of purchasing and supply chain management.
Since 2015, the awards have honored the best literary works of the year on an annual basis. The selection is made by a jury of around 30 experts from industry, academia, and research. As part of the Purchasing & Supply Chain Awards 2025, the book “33 Phenomena of Purchasing Decisions” was honored for its outstanding contribution to the field of purchasing and supply chain management.
In particular, the jury highlighted the work’s academic quality, strong practical relevance, and innovative approach.

Eva-Maria Lechler spoke with the book’s authors, Andreas Luppold and Professor Sebastian Oezel, from the ANTENNE MAINZ region about their joint book “33 Phenomena of Purchasing Decisions”. The two worked together for five years at a market research institute specializing in consumer purchase decision behavior. During this time, they encountered unusual findings and phenomena that ultimately inspired them to write the book. Feel free to listen in and hear what they had to share:

The authors argue for a holistic view of purchase decisions and present a collection of scientifically examined effects.

What influences us when making purchase decisions? How do hunger or caffeine affect our behavior? And how well can we really compare prices? With their current book “33 Phenomena of Purchasing Decisions”, authors Sebastian Oetzel and Andreas Luppold help readers gain a deeper understanding of customers.