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A pearl among commodities<br />
Ways to encourage impulse buys in the checkout area<br />
It’s wonderful if customers come to <strong>retail</strong><br />
stores to buy things. It’s fantastic if they buy<br />
more than they planned to purchase. This offers<br />
many opportunities, especially for brick<br />
and mortar <strong>retail</strong>ers as surveys show: customers<br />
are more susceptible to making impulse<br />
buys in a <strong>retail</strong> store environment.<br />
Checkout counters are a great chance to entice<br />
customers because typically the customer<br />
has already made a purchase decision and<br />
is now ready to pay. Adding a low-ticket item<br />
to his/her basket is not a big decision. What’s<br />
more, it’s much easier and more effective to<br />
appeal to all the consumer’s senses at an instore<br />
point of sale system versus online or<br />
through advertising brochures. After all, the<br />
captive audience of customers waiting in line<br />
has time to browse items on display.<br />
But how do I get customers to make an unplanned<br />
purchase?<br />
Seeing is buying<br />
For starters, <strong>retail</strong>ers must make sure that<br />
impulse buys are visible for people who are<br />
waiting in line. This may sound trivial and goes<br />
without saying, but one should not underestimate<br />
the impact of this aspect: products that<br />
are not in the consumer’s field of view – either<br />
they are hidden behind other items, pushed<br />
back by shelf labels or simply out of stock – will<br />
not be bought. Keep in mind: once customers<br />
are finally at the cash register, they will no longer<br />
ask employees where they can find more<br />
of their favorite chewing gum.<br />
Incidentally, <strong>retail</strong>ers should also consider<br />
their target audience in this setting: a mostly<br />
female customer base tends to be shorter<br />
than male customers. That’s why shelf heights<br />
should be adjusted accordingly. If there is a<br />
higher percentage of older customers, impulse<br />
products should not be placed too high<br />
Online version:<br />
ixtenso.com/go/34176<br />
Den deutschen<br />
Beitrag finden<br />
Sie unter:<br />
ixtenso.de/go/34175<br />
38<br />
<strong>retail</strong> <strong>trends</strong> | Issue 3/<strong>2019</strong>
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