How to encourage impulse purchases?
In any store, encouraging customers to buy on impulse is a proven form to increase the average value of spending: it is a very widespread and really effective habit.
With a steady growth in online commerce, impulse buying is one of the most effective tactics that retailers use to foster their business. In fact, minding that 79% of impulse purchases still take place in physical stores, the smarter retailers will have to be able to take advantage of this sales strategy.
To have a positive outcome and encourage impulse buying, we need to take into account several factors: displaying the right product, choosing the best position, capturing consumer interest … but how?
Build a path to follow in-store
Encouraging impulse sales requires the perfect mix between the choice of the product and its positioning. There are tricks that can help: for example, guiding customers through an obliged path in your store helps to highlight the most urgent products to sell or those most in demand, to plan the pedestrian flow in your store to avoid too much cold or too hot areas, and find the perfect location to capture consumers’ attention.
Moreover, thanks to an obliged layout, it is possible to foresee where customers prefer to stop, where they like to stop, and in front of which shelves they will pass in their in store path, facilitating the choice of the best location where to place shelves and products.
Place cheap goods near paying area
The average customer will certainly not spend € 1,000 without thinking twice. That’s why price is one of the most important factors in choosing products to be used to encourage impulse sales. The ideal is to position near the exit products with a value of less than €20, so you can increase the purchase values with goods that customers are ready to buy without too much consideration
Expose the impulse goods close to the most requested products
Another area of great interest, besides that of the cash desks, is the area where the most requested products are exhibited. In order to boost sales, it is necessary to have products in this area that sells you, perhaps in line with the theme and with a lower price. For example, a grocery store could expose waffles in front of the ice-cream freezer: this simple change will attract customers’ attention, lift pedestrian traffic in that particular area, and encourage impulse buying as complementary products.
Use catchy words
Speaking of necessity, impulse purchases are accomplished if you can create a need in the minds of consumers. Generally, it is useful to mind two things: desire and necessity. For this reason, in the paying area, we will often find socks exposed near candy: in fact, when the customer is faced with products of primary necessity displayed next to superfluous goods, tends to make an impulsive purchase. In addition, accompanying the goods with the right language, including offers to phrases such as “Buy it now” or “Do not wait for it to finish!” is a good way to create a need, a desire, and a necessity.
5. Try to anticipate client’s needs
When we talk about products that are purchased by impulse, we do not refer to a concrete or defined set of elements. The products that your customers buy impulsively could be the same ones sold from the next store, or they could be completely different.
Understanding what are the best products to encourage impulse buying means knowing customers and being able to anticipate their needs. Are your customers’ shopping-addicted spending hours moving from store to store? It may be a good idea to have bottles of water or cocoa butter in the crate area. Do your customers like to buy decorative items? Perhaps scented candles are the perfect product to advertise.
6. Move attention to the advertised products
Many stores take advantage of consumers locked in line for check-out. In fact, in addition to placing the products in the right areas of your store, you can use other tricks to attract the attention of buyers:
- Signage: use signage above and around shelves to attract customers’ attention and use a language that creates a sense of urgency.
- Lighting: try with a colored light, or anything else that distinguishes the exhibitor from the others in the store.
- Colour: bright and bold colors, such as red, can attract customers’ attention and help create the feeling you want to keep buying..
Choose products that do not require assistance
Although it seems obvious that too high prices do not encourage impulse sales, there are other factors that stimulate this type of purchase. A high price will bring the customer to think before buying, but will also open a new spectrum of possibilities: for example, colored and low-cost flip-flops represent a perfect impulse purchase for the summer … but having to choose between 50 different colours it might overwhelm the customers and make them reconsider the idea of buying them.
For this reason, it is necessary to be determined in the choice of the product to be advertised, and not to exaggerate. Select some items to populate so that customers do not have to spend too much time choosing between different colour or size variations.
Give demos or product samples
Not all retail stores can offer samples or demos of their products, but those who have the opportunity can use it to their advantage. By offering buyers a little taste (actual or metaphorical) of products, increases impulse purchases. Take the example of Sephora: many of the customers come in only to buy a foundation, but it is very likely that they will be affected by the color of a shop assistant’s lipstick, or by the champions who always receive after spending more than one …
Display seasonal products or goods
The attraction of colors and smells is undeniable: seasonal items are among the best choices to encourage impulse purchases, because they activate that sense of “urgency”, being available only for a limited period of time. Moreover, this choice allows you to frequently update the windows, whose originality is the key to winning the loyalty of your customers.
Prepare your staff for sale
Getting customers to make impulse purchases is not just about the products and their location: employees in your store are one of the least used tools to encourage impulse purchases. Educating your staff on how to make suggestions for complementary products or how to direct the consumer’s attention to the right shelves is crucial.
In the end, conversations and recommendations from real and experienced people are the most effective way to get customers to make impulse purchases.
To end, boosting impulse purchases can be useful for increasing purchasing values, representing one of the ways retailers can increase sales and stay competitive with online commerce. Applying these tips and collecting the data of your customers who interact with the commercial space is essential to remain relevant in the physical retail of today.
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