retail marketing strategy, consulting assignments, executive workshops, conferences and research services, merchandising ideas, advertising ideas, consumer behavior, shopper behavior, shopper marketing, shopper insight, retail e-commerce

Jul 16, 2009

4. WHY WE BUY - IMPULSE #retail #consumer

Anyone with kids understands how supermarketers have long been savvy at exploiting our willingness to buy on impulse. But a closer look shows this is a deep need amongst many shoppers - the 'urge to splurge' or treat ourselves in a spontaneous way. Fashion stores, especially in womenswear, are adept at having the hottest goods on the front rack or table, to catch the eye of the passer-by. The 'add-on' sale, source of much incremental profit for retailers, is typically presented or proposed at point of sale - in the case of fashion, accessories or co-ordinated offers. I have a theory that impulse works in ALL categories and channels - I love to discuss this with you - have you thought about how the need to satisfy impulse can generate incremental sales for you ? It should be simple. Insight pays.

No comments:

Post a Comment