Encouraging Consumers To Make Impulse Purchases

Impulse vs. Unplanned

All consumers are confronted with unplanned and impulsive shopping decisions, and there is a difference between making an impulsive product choice and an unplanned one.

A consumer may make an unplanned purchase because something in the store, such as a point of purchase display, triggers a reminder that they need something. Unplanned purchases are usually made because of a need.

An impulsive purchase is made spontaneously and usually without regard to costs or negative consequences. They are usually motivated by the need for immediate self-gratification.

The more time you spend in a store, the more you buy. In fact, research indicates the following:

• If a consumer waits until the last minute and makes one big trip to the store they tend to overspend.
• If a consumer shop once a week there is a 66% chance of making an impulse buy; whilst if they shop 3 or more times a week it drops to a 57% chance of making an impulse buy.
• Consumers are more likely to make impulse buys when shopping with other people. In fact, the more people shopping together, the more likely they are urged to shop.

How Do Retailers Encourage Consumers to Make Impulse Purchases?

Placing certain products together in the store – such as putting the peanut butter next to the bread – will help consumers remember how well those products go together.

Add-on purchases. Employees can ask consumers to buy an umbrella to go with their new raincoat, or socks to go with their new shoes.

Make the consumer feel good. Give the customer personal attention, a “special” deal or free products can create positive feelings.

Make it easy for the customer to buy. Give the customer less time to think about the purchase with things like automatic one-click buying on a website.

Promotional sales and discounts. Buy one get one free offer, or buy 2 for R 50.00, causes the consumer to think the products are on sale, when they may not be, and lowers their ability to think about the consequences.

Click here to view a video that explains what Hollister, a youngster clothing retailer did to increase their selling through making merchandising adoptions based on consumer psychology.