I briefly mentioned impulse sales in a post called My Take On Having Ads On Your Blogs which proved really popular as it generated over 100 comments. For those of you who are not sure what impulse sales are its basically an unplanned decision to buy something that was not part of your original purchase. In other words you went out to buy something in particular when something caught your eye and you bought that as well. Chances are that extra product was placed there for just that specific purpose.
Supermarkets are renowned for making use of peoples psychological tendency to impulse buy. The most obvious area for soliciting an impulse purchase is the placement of sweets or confectionary bars at the checkout. Mothers find this particularly annoying, especially if they’re on a diet or have their kids with them who will complain incessantly until their mom gives in and buys them what they want.
Where To Place Your Impulse Lines
If you owned a shop the logical place to place your impulse lines would be on the
shelves using hang sell strips like the the one you see in the image on the right. The owner of this particular store is hoping that although the customer is in a soup aisle the calculators will trigger an impulse to buy one. If things work the way they plan it to they will have produced an extra sale.
Personally, I feel the way to properly trigger an impulse sale, other than having sweets, drinks and the like at the checkouts, would be to offer something that is related to the products that the impulse lines are next to. Rather than calculators perhaps they could have displayed ladles, spices or something along those lines. Read the rest of this entry
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