What is impulse buying?
Very simply,impulse buying is the power of temptation! The chocolate bar you see on your way to the till at Asda, or the pack of handy handbag wipes or lipbalm as you queue in Primark!
Impulse purchase products can be very broadly split into two main categories:
1. Point-of-sale items, for example knife jars on the counter
2. Bigger product displays around your store, like our GroundTex stands
What drives impulse buys and how can I encourage it in my store?
Good question! Impulse purchases are every retailer’s dream! First of all, it’s key to state that impulse buys have become the norm for most adults…whether we like to admit it or not! The research says it all…
The ATKO team have researched and watched impulse purchases and tried to break down and compress it into 7key steps to help you master this as a shop owner.
STEP 1 PRODUCT MIX& PLACEMENT – MAKING A PATH FOR CUSTOMERS
The correct mix of product range and product placementis what encourages impulse purchases.Design a path for your customers to walk – this then means you can better predict where customers will need a visual break, where they’re likely to linger, and which types of product displays they’ll pass on their way through the shop. That therefore makes it easier to determine the best placement for impulse displays. It is obviously key that you display impulse purchase products around high-demand products to get the greatest results.
There is help you can get by researching store layouts and interior design principles by experts.In doing so you can attract your customers past your high-demand items and plan for more predictable foot traffic.
STEP 2 ATMOSPHERE
The more shoppers enjoy their experience in your store, the more positive feelings they have toward impulse buying. A well-decoratedstore with pleasant atmosphere, as well as engaging surroundings and background music, can keep your shoppers in the store for longer and buying more with less effort. Although over recent years there has been a huge increase in online purchases, for a lot there is still the ‘shopping experience’ that can’t be beaten! A key fact for you:
STEP 3 WINDOW DISPLAYS
For high demand products, especially new ‘crazes’, window displays can have a positive influence on impulsive buying. You, as the store owner, can create displays that generate an exciting shopping experience, which in turn can lift your customers moods and encourage impulse sales. Window displays of other non-impulse products can also be used to draw customers into the shop – then the impulse purchasing can start!
STEP 4 DRAW ATTENTION
Make your impulse products stand out – bright and bold. Think about signage, lighting and colours to draw attention. For signage or leaflets, or simply face-to-face sales on the shop floor, be sure to ‘talk their talk’ – speak in a way that your customers can relate to, and by doing so you’ll appeal to them as being their understanding partner.
STEP 5 OFFER DEMOS OR SAMPLES
Actions speak louder than words! We all know the anti-bac spray that says ‘better than bleach, kills 99.9999% of all bacteria’ – as a consumer how do you know this is true of the product? So really what we are saying is, the proof of the pudding is in the eating! Give the customers a feel for your products if you can –obviously this isn’t possible for all products. We see this in practice in supermarkets where tasters are offered, or in department stores when demonstrations of kitchen cutters are held on the shop floor. A golden opportunity to facilitate the impulse purchase. Perhaps for you this means getting a spare roll of GroundTex geotextile and cutting it into squares for customers to feelof the quality. Or maybe it’s a demo to show the customer your product doesn’t crack or bend or stretch like others out there?
STEP 6 SEASONAL PRODUCTS?
If your impulse purchase products are seasonal be sure to change them with the seasons. This way your shop is kept ‘interesting’ and up to date with the needs of your customers. You care for their needs.
STEP 6 PROMOTE IMPULSE PURCHASE PRODUCTS
Train your shop floor staff on how to make product suggestions and direct customers attention to point-of-purchase displays – grasp the add-on sale!It is always true that interaction and conversation with your customers, along with recommendations, are the most effective ways to get customers to make impulse purchases.
STEP 7 PROMOTIONS ALWAYS WIN THE DAY
Without giving away your revenue, can you offer something on promotion?There are a few ways to do this:
- Buy one, get one free (BOGOF)
- Bundle deals – bundle together a range of linked products
- Free low value item when a higher value impulse purchase is made– free items always seem to be a motivator!
Taking advantage of impulse sales is critical as a retailer.
Give some of the above a try and see what it does for you store.The right strategy can change your store for good – not only bringing in more profit, but also creating a fun and easy shopping experience that makes your customers come back.
What can ATKO do to help get impulse sales?
Here at ATKO we have an ever-growing range of impulse purchase items – catchy and attractive and here to help you – the retail store owner – bring in more sales!
Contact our team with any questions or pricing requests. We look forward to hearing from you.
ATKO. Your local partner - Fair, friendly and with fresh ideas.