Customers hate to leave a store empty-handed. With that in mind, retailers work hard to offer the right items for impulse buying. Here are some ways to build your impulse-selling strategies.
The idea that customers will see and buy an item without great thought has fueled the impulse-buying trend. On one hand, shoppers try to curb their impulse-buying habits; on the opposite side of the equation, shoppers boost their egos and feel better with a quick purchase. Either way, you can offer a variety of impulse items and very possibly increase your sales.
It has long been assumed that impulse buying happens at the cash register. For many retailers this is certainly the case and explains the many small items and magazines found on display racks and/or on the counters around the cash registers. Often the most significant of these impulse items are those which are connected to other items sold in your establishment, such as batteries in a toy store. Think about accoutrements or additions to your products and place them near the register. You will also want items that are straightforward and simple; impulse items should not require customers to read lengthy descriptions or select between a wide range of models or styles. Unusual, low-cost items or attention grabbing colors, designs, and language are all particularly effective. Moreover, never underestimate the “cute” factor, as in stuffed animals.
Of course you need to consider your available space and to determine how many items constitute overkill. Too many impulse items in your store can backfire by slowing down your customers as they try make their purchases; this can result in disgruntled patrons.
Along with the checkout area, you can determine other key areas for impulse items based on the layout of your establishment. For example, you can place impulse items at the ends of aisles or between specific departments. Because customers will necessarily pass these locations while looking for their staple items, you will find that impulse buys will sell there as well.
If you are having a sale, you may put impulse items near sales items. People are in a good mood after finding a bargain, and they may decide to buy more with the money that they have saved.
If you have areas in which customers will need to wait, whether it’s on line for gift wrapping, to meet Santa, or for a sandwich to be made, place impulse items nearby so people have something at which to look and potentially buy.
Of course, the nature of the store will dictate how much you can rely on impulse items. However, most retail outlets find that something, even candy, adds to revenues if positioned correctly in eye-catching displays.
The trick to impulse selling is to utilize shopping psychology in your planning. Find places where customers are not preoccupied with their intended reason for entering the store. Remember that impulse purchases are typically smaller in price, in size, and in weight. Large and/or expensive items are not impulse purchases and should not be marketed and presented as such.