For many years, retailers have been trying to understand impulse buying. They know it happens, but how can they create the right environment to trigger regular impulse buying in their stores?
According to Speciality Retail Report, the first thing that drives an impulse purchase is exposure — seeing the product. Often people will say: I’ll know what I want when I see it. This is the exposure element of their decision to purchase. So, as obvious as it seems, it’s actually been proven that the first step in impulse buying is seeing the product.
The next step is problem recognition. This is where the product reminds the shopper of a problem that this very item can solve. For children it might be the need to spend their pocket money. For parents it might be the promise of a toy for a child if they are ‘good’ whilst out shopping. In the grocery world it could be a reminder that it’s film night at home, and — how clever — the fizzy pop, crisps and popcorn are all on display next to each other. They only wanted popcorn, but probably best to buy the lot, that way everyone will have something they like.
At Keycraft we understand the science behind impulse purchasing. There’s more to it than just exposure and problem recognition, but it’s a strong foundation for getting it right. That’s why we invest time and money in our research, and in creating systems that maximise the visibility and appeal of our products.