Increase Customers Impulse Buying

May 23, 2008

Source: The Merchandise Group


Typically customers enter your store with a specific purchase in mind. They may linger for awhile until they find what they're looking for, and then, make their way to the cashier. What you may not know is that nearly one-third of all consumers make at least one impulse purchase every week, spending on average an additional $30, according to a 2002 study by Chicago-based Leo J. Shapiro and Associates for Marketing Support Inc., as featured in Gift Shop magazine. The study results indicate that impulse buying can be an easy way for retailers to greatly increase sales.

First, impulse purchase items must be located near the checkout counter. If products are located in the back of the store, tucked into a corner, customers are less likely to randomly purchase them. A retailer's best bet is to display impulse items together, in order of relevancy and commonality. Colorful displays are also known to gain more attention. Keeping those guidelines in mind, it's important not to overwhelm the checkout area. Developing an impulse purchase theme each week, grouping products near the checkout will be most effective. In addition, changing the types of products weekly will keep repeat customers interested and increase buying opportunities.

But, what exactly accounts for a good impulse purchase? Take a look at the points below to lead your customers to purchase more, for your benefit and for theirs.

Make It Easy
Frequently purchased impulse items must be colorful, easy-to-use and small in size. Product ideas include: make-up (lip gloss, nail polish, etc.), candy and mints, body and bath items, pens, eyeglass holders, candles, stationary, jewelry and holiday accessories (ornaments, home decor, etc.). Products that can easily fit into a woman's handbag are ideal for impulse purchasing.

Louder is better
When a customer pushes the button on that dancing doll, the entire store stops to take a gander. They just can't help it; something loud has gotten their attention. Choosing point of purchase displays that feature an item that customers can interact with is key. Push buttons, scratch-n-sniff, tasters--all of these encourage customers to buy, buy, buy.

Personalize It!
Bring out the narcissist in your customers by offering small impulse buys that cater to their need for individualization. This can includes luggage tags, key chains, jewelry, magnets or other items that feature their name or initials.

Holidays & Events
The holidays--everything from Christmas to Father's Day--provide an opportunity for themed impulse purchase areas. Don't forget to create displays for graduation time, summer weddings, the change in seasons and local festivals. In addition, stay plugged into your community for updates on surges in pregnancies (these seem to happen in mass quantities), as well as positioning a theme around wedding anniversaries.

Using the simple ideas above can help your business increase impulse purchases and therefore, increase your store's bottom line.

Increase Customers Impulse Buying

May 23, 2008


Source: The Merchandise Group

Typically customers enter your store with a specific purchase in mind. They may linger for awhile until they find what they're looking for, and then, make their way to the cashier. What you may not know is that nearly one-third of all consumers make at least one impulse purchase every week, spending on average an additional $30, according to a 2002 study by Chicago-based Leo J. Shapiro and Associates for Marketing Support Inc., as featured in Gift Shop magazine. The study results indicate that impulse buying can be an easy way for retailers to greatly increase sales.

First, impulse purchase items must be located near the checkout counter. If products are located in the back of the store, tucked into a corner, customers are less likely to randomly purchase them. A retailer's best bet is to display impulse items together, in order of relevancy and commonality. Colorful displays are also known to gain more attention. Keeping those guidelines in mind, it's important not to overwhelm the checkout area. Developing an impulse purchase theme each week, grouping products near the checkout will be most effective. In addition, changing the types of products weekly will keep repeat customers interested and increase buying opportunities.

But, what exactly accounts for a good impulse purchase? Take a look at the points below to lead your customers to purchase more, for your benefit and for theirs.

Make It Easy
Frequently purchased impulse items must be colorful, easy-to-use and small in size. Product ideas include: make-up (lip gloss, nail polish, etc.), candy and mints, body and bath items, pens, eyeglass holders, candles, stationary, jewelry and holiday accessories (ornaments, home decor, etc.). Products that can easily fit into a woman's handbag are ideal for impulse purchasing.

Louder is better
When a customer pushes the button on that dancing doll, the entire store stops to take a gander. They just can't help it; something loud has gotten their attention. Choosing point of purchase displays that feature an item that customers can interact with is key. Push buttons, scratch-n-sniff, tasters--all of these encourage customers to buy, buy, buy.

Personalize It!
Bring out the narcissist in your customers by offering small impulse buys that cater to their need for individualization. This can includes luggage tags, key chains, jewelry, magnets or other items that feature their name or initials.

Holidays & Events
The holidays--everything from Christmas to Father's Day--provide an opportunity for themed impulse purchase areas. Don't forget to create displays for graduation time, summer weddings, the change in seasons and local festivals. In addition, stay plugged into your community for updates on surges in pregnancies (these seem to happen in mass quantities), as well as positioning a theme around wedding anniversaries.

Using the simple ideas above can help your business increase impulse purchases and therefore, increase your store's bottom line.