Impulse buyers nurse a relatively negative financial habit, but it’s not all bad. It just means that they’re able to make up their mind on the fly; grabbing what they can, should they inadvertently leave it off their shopping list. It’s these purchases that are crucial to a store’s bottom line over time. And it’s also a fact that store owners can influence these customers into making additional purchases. The layout of the store is a key factor for these sales.
Before calling for your racking supplier, consider the four main areas of the store: the decompression zone, the front, the centre, and the checkout. The decompression zone is the area designed to get customer into the right mindset for buying. As such, it should be as empty as possible, except for signs outlining the store’s best deals. The front is where the most eye-catching promos are displayed; the centre is where convenience and full-priced items are located; and the checkout is ‘the final frontier’ before leaving the store.
Your biggest impulse-buying influencer is the checkouts. Place the checkout aisles in such a way that customers can view everything else before going out. This makes them prone to double-taking and reconsidering what they have in the cart. While this may not always result in an additional purchase, you give shoppers time to think about whatever they might have missed, be it important or not.
Affordable items are placed in the checkout aisle for a reason. Customers tend to browse these products while waiting to pay. Therefore, you provide them with a few more minutes of thinking about their purchases once they have left the main product racks. Overall, impulse buyers need enough time to decide whether they should buy something. Putting competitively-priced products along their checkout route is one last chance to grab their attention.
Don’t Underestimate The Free Taste/Demo
Never underestimate the power of interaction. Impulse buyers are likely to be convinced if they see a product’s merits for themselves. This is where live demos, free tasting, and similar strategies are useful. Set up an area and ensure that it caters to all of a customer’s senses. You’re likely to coax an impulse purchase at the end.